VOC Data (Voice of customer) data is one of the research strategies that aims to help the company discover what its customers think about the company, the products they sell or the service they provide.
The definition given by Abbie Griffin and John R. Houser back in 1993 reads as follows:
“VOC data provides a detailed understanding of customer requirements and is a common language that helps customers and the team in the product development process. VOC data is a key input for setting appropriate design specifications for a new product or service and is a useful springboard for innovation ”
The process that needs to be implemented in the VOC Data program includes three phases:
- Gathering information from customers – using methods such as surveys and similar.
- Analysis – examining responses to determine common characteristics and customer expectations.
- Implementation – action to improve relevant business areas.
Research recently conducted by Gartner shows that collecting customer feedback and interpreting it correctly can increase upsells and cross-sells by as much as 15% to 20%.
Also on the topic of VOC data collection, Aberdeen Group comes to the conclusion that companies that implement a VOC strategy during the year generate ten times greater annual revenue growth.