Glossary
Voice of customer
What is voice of customer?
Voice of customer (VoC), also called voice of the customer, is a systematic practice for gathering, analyzing, and acting on customers' expressed needs and experiences.
How voice of customer analysis works
Feedback can come from surveys, support tickets, reviews, sales conversations, or community discussions. Text analysis can help identify recurring topics, but the sample and automated classifications need checking.
The process should connect feedback to decisions and follow-up. Collect → Analyze → Prioritize → Act → Check the result.
Example
A team could group billing-related support messages and investigate repeated confusion. Check whether the topic assignments are accurate, whose experience is missing, and what happens after a proposed redesign.
Why it matters
Individual complaints can reveal a recurring problem when considered together. VoC makes that investigation repeatable, while other research helps check needs and outcomes beyond what selected customers say.