Amplifying the Voice of the Customer: Mastering VoC Gathering

What is Voice of Customer or VoC?

In simple terms, the Voice of the Customer (VoC) refers to the feedback or expectations of the customers. In other words, it is what your customers are saying, thinking, and feeling about your product or service. Voice of the Customer (VoC) is a term used in quality management, particularly in methodologies like Six Sigma. VoC provides valuable insights that help improve products, services, and overall customer satisfaction. Therefore, VoC is a critical aspect of any customer-centric organization. 

voice of customer

How to perform Voice of Customer analysis?

1. Understand the Voice of Customer

The Voice of the Customer encompasses the crucial process of capturing customer preferences, needs, and expectations. Therefore, start by listening to your customers through various channels, such as surveys, interviews, and social media platforms. You can gather your VoC data from sources such as customer surveys, feedback forms, interviews, etc. For example, imagine you have a restaurant and your aim is to enhance your menu offerings using VoC analysis. For this purpose, you gather feedback from customers on their preferences related to the menu. You also go about creating online surveys and collecting feedback on specific menu items and overall dining experience. You then monitor customer reviews on platforms like Yelp and understand recurring patterns and identify areas of improvement. Finally, you analyze the collected data and identify common trends, preferences, and pain points expressed by customers.

2. Identify Customer Touchpoints

Begin by proactively identifying the various touchpoints where your organization interacts with customers. These touchpoints can include sales interactions, customer support, online platforms, and product usage. Ensure that you consider multiple communication channels for gathering VoC data. For instance, analyze customer interactions across your website, mobile app, social media channels, and any other relevant platforms. For example, if you are an e-commerce company, analyze customer interactions across your website, mobile app, and social media channels. By employing this approach, you can gather invaluable feedback on different aspects such as user experience, product selection, and delivery processes.

3. Utilize a Mix of Quantitative and Qualitative Methods

Utilize a combination of quantitative and qualitative research approaches to gather VoC data. Create and distribute customer surveys to gain statistical insights into customer preferences and satisfaction levels. Conduct interviews and organize focus groups to delve deeper into customer motivations and uncover unmet needs.

  1. Analyze Quantitative Data: Use data analysis techniques to interpret the survey results and extract meaningful statistical information.

  2. Analyze Qualitative Data: Thoroughly review interview and focus group responses to identify patterns and themes related to customer preferences and requirements.

  3. Combine Insights: Merge the findings from quantitative and qualitative research to form a comprehensive understanding of customer requirements and preferences.

4. Translate Voice of Customer into Actionable Requirements

Collecting customer feedback is merely the beginning; translating the VoC into actionable requirements is vital. 

  • Perform meticulous analysis of the collected feedback.
  • Identify common themes and patterns in customer responses.
  • Prioritize the identified needs and requirements based on their impact on customer satisfaction and business goals.
  • Recognize the key VoC requirements that have been identified through the analysis.
  • Convert the VoC requirements into specific, actionable statements that can guide the improvement efforts.
  • Based on the actionable requirements, create improvement plans and initiatives to address customer needs and preferences.

Here are some examples of how companies have used VoC to improve customer experience:

  • Netflix: Netflix uses VoC to collect feedback from customers about their streaming service. They use this feedback to improve the content selection, the user interface, and the overall streaming experience.
  • Apple: Apple uses VoC to collect feedback from customers about their products and services. They use this feedback to improve the design, functionality, and customer support for their products.
  • Starbucks: Starbucks uses VoC to collect feedback from customers about their coffee shops. They use this feedback to improve the atmosphere, the service, and the food and beverage offerings.

Role of VoC in the Define phase of Six Sigma

In the Define phase of a Six Sigma project, the purpose of Voice of the Customer (VoC) is to gather and understand customer feedback, needs, and preferences related to the specific process or product that is the focus of the improvement initiative. VoC plays a vital role in defining the project’s objectives and scope and ensures that the improvement efforts are customer-centric and aligned with customer requirements.

The main purposes of VoC in the Define phase are as follows:

  1. Identify Customer Requirements:

    VoC helps in identifying the specific requirements and expectations of the customers regarding the product or service under study. This information is thus crucial when you define what aspects of the process or product need improvement to better meet customer needs.

  2. Set Clear Project Goals:

    Customer feedback gathered through VoC analysis provides insights into the areas that need improvement. Based on this feedback, you can set clear and specific goals that focus on addressing customer concerns and enhancing customer satisfaction.

  3. Understand Customer Pain Points:

    VoC analysis allows you to identify the pain points and challenges customers face with the existing process or product. By understanding these pain points, you can prioritize improvement efforts to eliminate the root causes of customer dissatisfaction.

  4. Validate Project Scope:

    VoC ensures that the scope of the improvement project is in line with customer requirements and expectations. It helps you narrow down the focus of the project to areas that are most critical to customers, avoiding unnecessary efforts on aspects that may not significantly impact customer satisfaction.

  5. Drive Customer-Centric Decision Making:

    VoC data provides a customer-centric perspective. This guides the decision-making process during the Define phase and throughout the entire DMAIC methodology. 

  6. Establish Customer Baseline Metrics:

    VoC data serves as a baseline to measure improvements in customer satisfaction, quality, or other relevant metrics during the project and after implementation. It provides a reference point to track progress and assess the success of the improvement initiative.


In summary, mastering the art of gathering the Voice of the Customer empowers organizations to align their products and services precisely with customer expectations. By understanding the VOC, identifying touchpoints, employing a mix of research methods, and translating VOC into actionable requirements, organizations can forge stronger customer relationships. This then leads to delivering meaningful improvements that drive unparalleled customer satisfaction and unwavering loyalty.

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