What is Voice of the Customer (VoC)?

Voice of the Customer (VoC) is the discipline of systematically capturing what customers say and feel — through surveys, sentiment analysis, complaints and direct feedback — and feeding it back into operational decisions.

A strong VoC programme connects customer sentiment to specific agent behaviours and processes, so the organisation can fix root causes rather than symptoms.

Integrating VoC with QA closes the loop: customer feedback informs what the scorecard measures, and QA coaching improves the behaviours customers care about.