The Voice of the Customer (VOC) is a valuable and necessary input to any improvement project.  The “Customer” can be internal or external, depending on the project.  Here are three examples of VOC feedback –

External VOC

  • A team tackling a warranty problem visits product review websites to understand why some customers do not like the product.
  • A new product development team reviews prototype products with consumers.

Internal VOC

  • A sub-assembly team meets with their assembly plant customer to understand recurring problems and opportunities for improvement.

Customer call centers are an excellent source of information for Voice of the Customer information, and customer service representatives who are adept at collecting VOC information tend to be highly marketable in the customer service field.


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