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Voice of the Customer (VoC) is a term that describes your customer's feedback about their experiences with and expectations for your products or services. It focuses on customer needs, expectations, understandings and product improvement.

VoC programs have gained traction over the years and are fast-growing segments of a core business strategy for organisations. They work exceptionally well for brands as customers demand more direct engagement with a firm and because capturing and acting on customer feedback is critical to understanding a prospect's complex decision-making process.