VOC (Voice of Customer)

The process of capturing customer requirements, expectations, and feedback to understand what truly matters to them. Methods include surveys, interviews, complaint analysis, and direct observation. VOC translates into Critical to Quality (CTQ) characteristics that guide problem-solving efforts. Starting point for both Six Sigma DMAIC and A3 Background sections. Without clear VOC, teams risk solving the wrong problem or optimizing metrics that don't matter to customers.