What does the Voice of the customer means?
Voice of the customer (VOC) is the process of capturing customer's expectations, preferences, and aversions. Specifically, the Voice of the Customer is a market research technique that produces a detailed set of customer wants and needs, organized into a hierarchical structure, and then prioritized in terms of relative importance and satisfaction with current alternatives.
Voice of the Customer studies typically consists of both qualitative and quantitative research steps. They are generally conducted at the start of any new product to better understand the customer's wants and needs and as the key input for new product definition, Quality Function Deployment (QFD), and the setting of detailed design specifications.