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Voice of the Customer

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Voice of the Customer (VOC) describes the in-depth process of capturing a customer's expectations, preferences and aversions. This is a research technique that produces a detailed set of customer wants and needs, organized into a hierarchical structure, and then prioritized in terms of relative importance and satisfaction with current alternatives. Advancements have enabled businesses to more accurately capture VOC data.

The following Voice of the Customer white papers can teach organizations how to capture valuable customer feedback, enabling the organization to learn more about their customer's experiences and expectations.


Voice of the Customer