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Why Voice of the Customer is Important to a Business.

What is Voice of the Customer?

The Voice-of-the-Customer (VOC) is a marketing concept that emphasizes the importance of understanding the needs and wants of customers to create products or services that meet their expectations. It is a process of capturing, analyzing, and using customer feedback to improve the product or service being offered. In this essay, we will discuss why VOC is critically important to proper marketing of a product or service..

A Customer-centric Approach—

One of the key benefits of VOC is that it encourages a customer-centric approach to marketing. Rather than relying on assumptions or guesswork about what customers want, businesses can use VOC to collect data directly from customers. This allows businesses to develop a better understanding of their customers’ needs, preferences, and pain points, and to tailor their marketing efforts accordingly. By adopting a customer-centric approach, businesses can improve customer satisfaction, build loyalty, and increase sales.

Identifying Customer Needs—

VOC is also important because it helps businesses to identify customer needs that may not be immediately apparent. By collecting feedback from customers, businesses can gain insights into the features and functionality that are most important to them. This can help businesses to develop products or services that are better aligned with customer needs and preferences. For example, a software company may discover that customers are looking for a more user-friendly interface, prompting them to redesign their product to better meet this need.

 Product Development—

Another key benefit of VOC is that it can inform product development. By gathering customer feedback early in the development process, businesses can identify potential issues or areas for improvement before the product is launched. This can help to reduce the risk of costly product failures and ensure that the final product meets the needs and expectations of customers. For example, a car manufacturer may use VOC to gather feedback on a new model before it is launched, allowing them to make adjustments to the design based on customer feedback.

Marketing Strategy—

VOC is also important for developing effective marketing strategies. By understanding customer needs and preferences, businesses can develop marketing messages that resonate with their target audience. This can help to improve the effectiveness of marketing campaigns, increase customer engagement, and drive sales. For example, a software company may use VOC to identify customer preferences for certain types of benefits or benefit categories (functional, technical, or economic), allowing them to adapt their marketing messages to attract customers who are interested in these types of benefits.

Customer Satisfaction—

Finally, VOC is critical to ensuring customer satisfaction. By listening to customer feedback and responding to their needs, businesses can improve customer satisfaction and build loyalty. This can lead to increased customer retention, positive word-of-mouth, and increased sales. In addition, by gathering feedback from dissatisfied customers, businesses can identify areas for improvement and take steps to address issues before they become widespread. This can help to prevent customer churn and improve overall customer satisfaction.

Challenges and Limitations to Keep an Eye Out For—

While VOC is an important tool for marketing, there are also challenges and limitations that businesses need to be aware of.

One of the biggest challenges is the complexity of gathering and analyzing customer feedback. Businesses need to develop effective methods for collecting and analyzing data, and they need to ensure that the data they collect is accurate and representative of their target audience. In addition, there is a risk that customers may not provide honest or accurate feedback, particularly if they feel that their feedback is not being taken seriously.

This is where it can become important to partner with an organization who is deeply experienced in surveying customers, integrating disparate datapoints, and gleaning insights into what the customers are actually saying and wanting.


First, the Voice-of-the-Customer is critically important to proper marketing of a product or service. By adopting a customer-centric approach and gathering feedback directly from customers, businesses can identify customer needs, inform product development, develop effective marketing strategies, and improve customer satisfaction.

Second, businesses also need to be aware of the challenges and limitations of VOC and develop effective methods for collecting and analyzing customer feedback. By leveraging the power of VOC, businesses can gain a competitive advantage and build long-term relationships with their customers.

Third, as important as VOC is, sometimes such an exercise can lead to incorrect conclusions for two reasons:

    • Perspective: Often surveyed customers are looking back at prior experiences or expected benefit that went unfulfilled. They’re trying to fix a past problem instead of looking forward to new and needed benefits. In short, it is often that surveyed customers really don’t know what they want.
    • Tyranized by the Urgent: As above, it is common for surveyed customers to be consumed by their day-to-day urgent needs and challenges. Therefore, when conducting any VOC exercise, it is important to lead survey respondents to consider what a new and possible future for their business, technology, or operational environment—without “leading the witness.” This takes deep skill and experience to ensure proper survey, data gathering, analysis, and recommendations.

Despite these issues, VOC exercises are a great tool to inform the business on products, services, targeting, messaging, and determination of any value proposition and competitive positioning. VOC projects become “clarifying moments” for every business, bringing about sharper focus and lower cost of business.

Perhaps it has been a long time since your last VOC exercise; or, perhaps, your company has never done one. Now may be the right time to learn more and engage the company that has completed thousands of VOC exercises for businesses ranging from startups to the largest companies in the world.

In the end you get to decide what will drive your company forward—internal initiatives based on hunch or intuition; or, products, services, marketing, and sales that is derived from customer and market-based intelligence.

What will you choose?

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