Voice of Customer (VoC)
Voice of Customer (VoC) is the practice of systematically capturing customer feedback — both solicited (surveys, interviews) and unsolicited (reviews, social media mentions, support tickets) — to understand customer needs, expectations, and pain points, and to inform business and product decisions.
VoC is broader than any single metric like NPS or CSAT — it’s the overall programme and philosophy of listening to customers across every available channel, not just structured surveys.
Why VoC Matters Beyond Surveys
Customers express feedback constantly, whether or not you ask for it — in app store reviews, social media comments, support conversations, and casual remarks to frontline staff. A mature VoC programme captures this unsolicited feedback alongside structured surveys, giving a fuller picture than surveys alone ever could.
How LitmusWorld Helps
LitmusWorld’s platform captures structured survey feedback and unstructured signals together, applying sentiment analysis to surface themes across the full range of customer voice — not just what was directly asked. See how it works.
Related terms: Sentiment Analysis · What Is a CX Platform? · Customer Journey Map