Voice of the Customer collection

Learning objectives

• Identify relevant customer groups.
• Choose fit-for-purpose VOC collection methods.
• Distinguish stated need from underlying requirement.

Triangulate — never rely on one loud voice

VOC sources include interviews, complaints, returns, scorecards, audits, observations, surveys and internal-customer feedback. Combining sources reduces the risk of following a single opinion.

Garment-factory example

Buyer comments about "inconsistent fit" are combined with return codes, measurement audit data, technical-team interviews and wearer feedback before writing CTQs.

Method

1. Define the customer group.
2. Design neutral questions.
3. Sample relevant voices.
4. Code themes and translate to measurable needs.

Common mistakes

• Asking leading questions.
• Treating internal opinion as external VOC.