From Voices to Results - Voice of Customer Questions, Tools and Analysis

Defining VoC

While all input from customers should be considered important to the business, I think it is an important exercise to describe what VoC is, and is not. VoC is not:

• A sales call
• An executive meeting with the customer
• A discussion at a tradeshow
• A random customer survey
• A customer satisfaction score
• Heresy from the sales team
• Golf meeting with the customer

The process of identifying customer needs and requirements must be a disciplined and repeatable one. This is where many companies go wrong. Organizations that go down this path with no tools or metrics, and a consistent philosophy for collecting, analyzing, and incorporating customer feedback into products, will ultimately waste their time and will abandon future VoC initiatives.

Wikipedia ...