Voice of the customer (VoC).

Also called: customer desire

The term voice of the customer (VoC) refers to the techniques used to capture the opinion of the target audience. Customer-oriented organizations pay great attention to the voice of the customer in order to act on it in the most effective way. This is why the voice of the customer is often referred to as "customer desire."

However, the term customer desire is a general concept of a large number of specific consumer desires. Listening to "the voice of the consumer" can help identify, among other things, who the target audience is, what this group of customers expects from a specific offering (a product or service), and what steps the organization should take to meet customer expectations.

Effective ways to identify customer needs

For many organizations, the voice of the customer is the starting point for formulating both short- and long-term strategies. Mapping the factors related to the VoC should be seen as an ongoing process. After all, these factors are highly subject to change. There are several ways to get a picture of the customer desire.

Options for this include conducting surveys (where the "why question" is especially valuable) or organizing a customer journey mapping session. In addition, net promoter score tracking is a widely used and very powerful method to measure customer satisfaction and get an indication of the growth potential of a company or offering.