Voice of the Customer

Intro

Voice of the Customer (VoC) captures the stated and unstated needs of customers. It informs architecture and process design to deliver better outcomes.

Key points:

• Collects feedback via interviews, surveys, logs, and observations.
• Translates needs into requirements and improvements.
• Common use cases across EA/BPM/Data/App/Tech include journey mapping, service design, and quality programs
• Pitfall: gathering feedback without prioritizing and acting on it.

Examples:

• Survey insights driving onboarding simplification.
• Complaint logs highlighting billing errors.
• Field reports revealing usability issues in mobile apps.

In practice:

Integrate VoC into requirements and KPIs; close the loop by communicating actions back to customers.

Related terms: Total Quality Management; Requirement; Key Performance Indicator

FAQs:

Q: Is VoC only surveys?
A: No; use multiple channels like interviews and analytics.

Q: How often should VoC be collected?
A: Continuously, with periodic deep dives.

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