Voice of customer (VoC)
What is voice of customer?
Voice of customer (VoC) is the practice of capturing customers’ needs, expectations and frustrations in their own words, through interviews, surveys, support tickets, reviews, sales calls and public conversations.
The exact wording customers use is valuable for marketing copy and for finding the problems to solve next.
Why voice of customer matters
Products and messages built on real customer language resonate. VoC turns scattered feedback into decisions.
Related marketing terms
Customer discovery is talking to potential customers to learn their problems and test whether your idea solves something they care about.
Social listening is tracking public conversations about your brand, competitors and market, then learning from and acting on what people say.
Jobs to be done is a way to understand demand: customers "hire" a product to make progress in a situation, not because of who they are.
Net Promoter Score asks customers how likely they are to recommend you from 0 to 10, then subtracts detractors from promoters.