What is voice of customer?

Voice of customer (VoC) is the structured practice of collecting and synthesizing what customers actually say — through interviews, surveys, reviews, support conversations, and sales calls — into needs, expectations, and priorities that guide product and marketing decisions.

The best VoC programs preserve the customers’ own words, because verbatim language is what makes messaging resonate. Mining competitor reviews extends VoC beyond your own customers to the people you have not won yet.