Risk Management

Understanding the Importance of Voice of the Customer

Voice of the customer (VOC) can be understood to be the information that represents the wants and needs of users and customers. In this article in ProjectBliss.net, Leigh Espy explains how VOC can let you know if you’re on the right track in your product or process improvement project.

Now, while customers can be both internal and external, information gathered directly from them can provide guidance on how products and services can be developed and delivered. This information can be got proactively and reactively.


Voice of the customer is important for several reasons, let’s find out why:

  1. What the Customer Wants: Finding out directly what’s important to your customers.
  2. No Rework and Sunk Time: If your product or service isn’t up to the customers’ expectation, it will require reworks and prevent you from working on other products and services.
  3. Customers Need to Feel Like They’re Heard: This is particularly important if they are internal.
  4. Customer Buy-in: VOC activities improve engagement and buy-in from customers.
  5. Changes: Making changes with customer feedback in mind helps build trust and goodwill.

VOC How-Tos

Here are the different ways in which to gather the voice of the customer:

  • Surveys
  • Focus Groups
  • Interviews
  • Observation

Considerations When Carrying out VOC Activities

  1. Ask the Right People: Identifying the right participants is of huge importance to get the most from the experience.
  2. Include Important Customers: Care must be taken to include all segments of customers.
  3. Different Types of Customers: It’s important to gather information from various perspectives
  4. The Right Questions: Take the time to craft your questions carefully so as to elicit the responses and information that’s valuable to you.
  5. The Right Approach: Choose the right voice of customer approach to get the kind of information and data you need.
  6. Processing Plan: Decide how to process the information that’s been gathered.
  7. Action the Info: Your customers must see that the information you’ve gathered is acted upon.
  8. Include Details of the Process/Product and Not Just the End-State: If not, you may reach the end and discover that something important was left out.
  9. Heart of the Matter: Ask for clarifications and implore customers to be specific.

To view the original article in full, visit the following link: https://projectbliss.net/voice-of-the-customer-voc/

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