What is Voice of Customer (VoC)?

Voice of Customer (VoC) is about understanding your customers' needs, preferences, and pain points. It involves collecting and analyzing customer feedback. In B2B, VoC is crucial for improving products and services.

VoC programs might use surveys, interviews, or analysis of support tickets. Some companies also monitor social media or online reviews. The goal is to get a complete picture of the customer experience.

Understanding VoC helps you make customer-centric decisions. It can guide product development, improve customer service, and inform marketing strategies. In B2B, where customer relationships are often long-term, VoC is especially important.

Many B2B companies have formal VoC programs. They regularly collect and act on customer feedback. This can lead to higher customer satisfaction, better products, and increased loyalty.