A structured program or practice of systematically capturing, organizing, and acting on direct customer feedback — from surveys, interviews, support tickets, reviews, and other sources — to inform product and marketing decisions.
Why it matters
Individual pieces of customer feedback can each feel anecdotal, but a systematic VoC program aggregates that feedback into patterns that are much harder to ignore or explain away — surfacing recurring themes that might otherwise get lost across scattered support tickets and one-off conversations.
In a sentence
"Our VoC program pulled recurring language from support tickets and reviews, which is how we discovered that 'confusing' was the single most common word customers used to describe our pricing page."
Related terms
- Often confused with: Customer interview (VoC is a broader, ongoing, often multi-source program; a customer interview is one specific research method that might feed into a larger VoC program, among other sources like surveys and support data).