Voice of the Customer

Defining the Voice of the Customer (VOC) includes what the customers’ requirements are for products and services and what their expectations are: both positive and negative, including likes, dislikes, problems, and suggestions.  

It helps determine core business processes involved in their needs and helps the project team develop the Critical to Quality elements (CTQs) and develop key process metrics (KPOVs). The VOC asks what each customer desires; specifically, what is important to them, and what do they perceive is a defect in a quality or service.

The purpose of the Voice of the Customer (VOC) survey is to identify key business drivers of internal and external customer satisfaction. The VOC is necessary to properly focus the Six Sigma project and develop the right measures.  The VOC asks what each customer desires, specifically what is important to them and what do they perceive is a defect in a quality or service.  Once data is developed, it can be used to translate customer feedback into project goals and objectives, including Critical to Quality (CTQ) attributes and requirement statements.  Voice of the Customer analysis tools such as quality function deployment (QFD) translate customer requirements into performance measures.