The process of capturing, systematizing, and analysing the needs, concerns, emotions, feelings, and expectations expressed by the client. Various different tools are used to carry out this research, such as surveys, interviews, studies, focus groups, and mystery shopping, inter alia. By using a voice-of-customer program, businesses can keep abreast of the opinions of consumers regarding their products or services, and can predict new consumer trends.
Acronym or abbreviation:
Voice of customer: VOC