Voice of the Customer > FAQ

Voice of the Customer is a process for identifying and prioritizing customers' needs and wants to improve product development and service quality. Using a combination of qualitative and quantitative research techniques, companies can identify unmet needs, both articulated and unarticulated. Study methods may include focus groups, individual interviews, ethnography, or other techniques. The results can help identify new products or services, refine existing products, improve quality, and create product design specifications.

VOC can be implemented for individual projects or at the enterprise level.

Qualitative and quantitative data on stated and latent needs by customer segment.

Stated needs are those that customers are willing and able to articulate in an interview or focus group discussion. Latent needs are those that customers do not state, either because they think that they are obvious or because they themselves do not know about these needs.

Through observational analysis rather than through inquiries.

VOC is an important tool for Lean Six Sigma professionals. VOC analysis helps organizations to identify Critical-to-Quality (CTQ) requirements. All Lean Six Sigma projects need to focus on improving CTQs.