The common thread of organizations that successfully increase their sales and market share is the ability to listen to the customers and turning this information gathered into a product and/or service to meet their expectations.
The Voice of Customer (VOC) is a limitless source of feedback used to detect strengths and opportunities for improvement. It is dynamic; changes as critical success factors evolve; connects customer feedback to those making business decisions; and ensures that the customer is always at the heart of the entire organization.
Today, the strategy of listening, asking, interpreting, acting, designing, and monitoring what the customer feels about the product and/or service, regularly, may be performed by different means: social networks, web pages, e-mails, online chats, text messages, among others. It completes the traditional way of obtaining first-hand information from customers, such as personal interviews, surveys, and focus groups.
Other sources of improvement initiatives are the voice of business, the voice of process, the voice of regulator, etc. These identify improvements for helping the organization achieve its goals and objectives, improve process performance, and identify legal changes.