Voice of the Customer (VOC) refers to the collection, analysis, and dissemination of customer-sourced data throughout the firm. This enables the company to better understand customer experiences, needs and desires, and to use these to inform marketing and business strategies. This data can come from stated sources (e.g., customer surveys, social media posts, emails) or be derived from unstated sources (e.g., purchase trends).
VOC results are often presented in a conversational form via personas as if they have been spoken by individual customers. In this sense, a firm’s marketing team is acting as a surrogate for the customers.
In executive settings, the CMO is often tasked with providing the Voice of the Customer when key decisions are being made.
- Common Language in Marketing Project, 2022.