Voice of the customer (VoC) is a research method that tries to quantify customer needs and requirements. It is driven by the capture and analysis of data provided by customers – both structured and unstructured, through surveys and interactions – and is used for improving and developing products and services, improving the customer experience, identifying training needs, and fixing suboptimal processes within the business.

While the original VoC projects focused upon developing new products and improving those already in existence (often asking for the opinions of non-customers or ex-customers), recent years have mainly focused upon the interactions and opinions of existing customers particularly around the experience of the service that they are receiving and their attitude towards the brand.

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