“Voice of Customer provides a detailed understanding of the customer’s requirements, a common language for the team going forward in the product development process, key input for the setting of appropriate design specifications for the new product or service, and a highly useful springboard for product innovation.” As defined by Abbie Griffin and John R. Hauser in a 1993 MIT Marketing Science paper, titled “The Voice of Customer.” VoC is a process used by organizations to capture and collect customer requirements/feedback through different sources. Social media, online forums, customer care tickets, websites, etc., are important sources of information. This data is collected to further analyze and take action based on customer expectations. Consumers have become more demanding than ever in the age of instant gratification. Thus, brands are spending more money on Voice of Customer programs that use a closed-loop procedure to keep up with consumer expectations. Customer feedback, known as the "Voice of Customer" (VoC), reflects customer experiences and expectations. It covers customers' wants, needs, and preferences and enables a company's workforce to enhance the experience they want their customers to reap from its products or services. The Voice of the Customer is critical in driving company-wide efforts to deliver value and happiness to customers. Read more: https://www.clootrack.com/knowledge_base/voice-of-customer

1. A process to capture and collect
customer requirements/feedback
through different sources

2. Enables businesses to
interpret customer
feedback data efficiently

3. Leverage the information and
improve how customers feel
about your brand

4. Effectively gathering feedback
and translating it into valuable
insights provide an advantage
over competitors

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