Product management glossary
Voice of the customer (VoC)
Definition: Voice of the customer is the practice of collecting and analyzing what customers say about their needs, problems and experience, so it can inform product and business decisions.
VoC data comes from interviews, surveys, support tickets, sales calls, reviews and feature requests. On its own each source is partial. Brought together, it shows recurring themes and the size of each problem.
A VoC program is only useful if it reaches the people deciding what to build, in a form they can act on.