Voice of Customer (VoC) programs have been shown to improve the customer journey when brands use VoC metrics to obtain actionable insights, but only when those insights are used to make positive changes to a product, service, or business. Yet many leaders do not understand the benefits of a VoC program, what it entails, and how it can be used.
What is the VoC? The term was coined by Abbie Griffin and John R. Hauser in an MIT Marketing Science paper in 1993. It refers to a marketing technique in which customers are interviewed or surveyed about their experiences, desires, expectations, understanding, and needs in relation to a product, service, or industry.
