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Voice of the Customer (VOC): What Is It?

The Voice of the Customer (VOC) is a term used to describe the gathering and analysing of data around what the customer needs and wants.

It can be collected using tools such as the Net Promoter Score and analysed using tools like Kano Analysis.  Either way, our customer is any department or step after us in the process, and also the most important – as Value can only be determined by our customer and to get this we have to ask.

By David McLachlan

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