The term voice of the customer (VoC) refers to the techniques used to visualize the opinion of the target group. Customer-oriented organizations pay a lot of attention to the voice of the customer in order to act on it in the most effective way. This is why the voice of the customer is often referred to as “customer wish”.
However, the term customer wish is a general understanding of a large number of specific consumer wishes. By listening to “the voice of the consumer”, it is possible to identify, among other things, who the target group is, what this group of customers expects from a specific offer (a product or service) and what steps the organization must take to meet the expectations of the consumer. to satisfy the customers.