 voice of the customer (voc)
The Voice of the Customer (VOC) is about understanding the customers' needs. Vital information from the customer can be used for many different improvement activities. The primary objective for collecting the VOC is to provide improved products and/or services. The basic premise for using the customer's voice, is to define expections and needs. Needs that they may not even know they have and expectations that exceed their wildest dreams.
Both time and money can be saved by carefully listening to what a customer says. Eighty percent of new products fail in the market place because no one paid attention to this most critical aspect - - the customer. For that reason, collecting the VOC is the first thing an organization should embark on when entering the market with a new product or service, or in the redesign of an existing product or service.
Because collecting the VOC is the most critical aspect of product/service development, we are maticilus in how we gather this data.
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