Voice of Customer (VoC)

Also known as: VoC, Customer Feedback, Customer Voice, CX Research

Methodology for capturing, analyzing, and acting on customer expectations, preferences, and comments in real time.

Voice of Customer (VoC) is a methodology that systematically captures customer expectations, needs, wants, and complaints through multiple channels: surveys, interviews, reviews, social media, call centers, and behavioral data.

The goal of VoC is to transform customer comments and feedback into concrete product, service, or experience improvements. The most advanced VoC programs operate in real time: feedback captured today translates into improvement actions within days.

With AI, VoC scales: thousands of reviews, comments, and support tickets can be automatically analyzed to identify the most frequent topics, associated sentiment, and prioritize the highest-impact areas for the business.