Voice of the customer

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In marketing and quality management, the voice of the customer (VOC) summarizes customers' expectations, preferences and aversions.

A widely used form of customer's voice market research produces a detailed set of customer wants and needs, organized into a hierarchical structure, and then prioritized in terms of relative importance and satisfaction with current alternatives.^[1] VOC studies typically consist of both qualitative and quantitative research steps and are generally conducted at the start of any new product, process, or service design initiative in order to better understand the customer's wants and needs, and as the key input for new product definition, quality function deployment (QFD), and the setting of detailed design specifications.^[1]