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Why Voice of the Customer (VOC)?


In today's challenging business environment, organizations cannot thrive without listening to their customers. That's why listening to the Voice of the Customer (VOC) is so important. 

So what is Voice of the Customer?

It is an in-depth process that is used to gather customer requirements and feedback in order to provide customers with best-in-class services and/or products.


The benefits to using VOC principles cannot be overstated. When a business has a VOC process in place, regularly discerning and delivering what customers want is no longer a guessing game. Businesses will know what products and services their customers want, so they can give them what they want!

Whether the focus is using VOC techniques to determine customer satisfaction levels with current products/services, or capturing feedback to develop new products/services, consistent use of VOC principles is a must.

For those of you who have been involved in New Product Development (NPD) efforts for some time, you've probably experienced the unfortunate event when a newly launched product failed to thrive in the market. The shortfall may have been due to changing customer demands. Or the product may not have functioned as the customer intended. In either case, a lot of resources were likely wasted to achieve mediocre results...poor sales and ROI. There's a good chance that this failure could have been avoided if VOC activities has properly occurred during New Product Development (NPD) efforts. This is why capturing VOC is so important!

This is just one example of a negative outcome. Others can include:
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  • Mounting customer complaints stemming from poor product quality
  • High levels of customer churn
  • Wasted resources

When a VOC process is properly integrated into an organization, a standard methodology to capture customer feedback is at each employees' finger tips. Such systems can produce the following results: 

  • Alignment of products/services with customer needs for improved profitability
  • Higher levels of customer retention
  • Improved products/services that attract new customers
  • Increased customer engagement

In the end, the consistent use of VOC principles can take organizations to the next level in terms of profitability and pleasing their customers. And who doesn’t want that for their business!



If you are interested in learning more about our VOC services, contact us!  We'd be happy to discuss with you the benefits of VOC systems.


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  • Home
  • What We Do
    • Leadership Development >
      • Leading Through Change
      • Leading in a Virtual and Remote Modality
      • Mindful Leadership
    • Consisent-Centric Leadership >
      • 101 Modeling the Way
      • 201 Leading Without Compromise
      • 301 Influential Excellence
    • Communication >
      • Harnessing the Power of Influence & Persuasion
      • Driving Organizational Success Through Effective Communication
      • Perfecting the Presentation: How to Develop & Deliver Messages that Inspire Action
    • Process Improvement >
      • Process Automation
      • Scrum >
        • Why Scrum?
      • Voice of the Customer >
        • Why VOC?
        • Customer Surveys
    • Diversity & Inclusion >
      • Diversity & Inclusion
      • Inclusion-Diversity-Equity-Alignment-Leadership
    • Strategic Marketing/Branding >
      • Branding
    • Culture >
      • Build & Sustain a Culture of Excellence
      • Cultivating a Feedback-Rich Culture
      • Leaders Creating Passion and a Meaningful Culture
      • Creating Organizational Purpose, Vision, and Values
    • Trust >
      • Building Relationships That Inspire Trust
      • Developing & Sustaining Trust
    • Executive Coaching >
      • Assessments & Coaching
      • Understanding & Expanding Executive Presence
      • Storytelling for Influencers
    • Analytics & Data Analysis >
      • Analytic & Data-Driven Strategy: Understanding & Implementing
      • Data-Driven Story Telling
  • How We Do It
    • Methodology
    • Assessments >
      • DiSC Assessment
      • Strengths Finder
      • FIRM Fitness Assessment
    • Resources >
      • Six Sigma
      • Lean
  • Who We Are
    • Engagement Portfolio
  • Contact Us
  • Untitled
  • New Page