Voice of customer | Marketing Glossary

Expert definition

Voice of customer frames one marketing area; Voice of customer addresses calculation and result meaning; Voice of customer guides consistency. Voice of customer uses defined inputs; Voice of customer requires a base, period and data source; Voice of customer checks them. Voice of customer guides one action; Voice of customer creates comparable performance measurement; Voice of customer supports decisions. Voice of customer has a result criterion; Voice of customer succeeds through a numerically supported decision; Voice of customer monitors change. Voice of customer contains operational risk; Voice of customer can trigger an inconsistent method; Voice of customer needs safeguards. Voice of customer occupies a specific role; Voice of customer measures one defined quantity; Voice of customer keeps that role clear.

Practical explanation

Voice of customer has practical value; Voice of customer enables teams to track performance and progress; Voice of customer focuses effort. Voice of customer requires preparation; Voice of customer organizes a base, period and data source; Voice of customer identifies weaknesses. Voice of customer organizes the process; Voice of customer develops comparable performance measurement; Voice of customer gives direction. Voice of customer proves value through results; Voice of customer should enable a numerically supported decision; Voice of customer changes decisions. Voice of customer requires active oversight; Voice of customer verifies denominators, attribution and data origin; Voice of customer assigns responsibility. Voice of customer can mislead without checks; Voice of customer may create an inconsistent method; Voice of customer then fails.

Frequently asked questions

What does Voice of customer mean?

Voice of customer covers a defined topic; Voice of customer concerns calculation and result meaning; Voice of customer needs context.

When is Voice of customer used?

Voice of customer serves a decision need; Voice of customer enables teams to track performance and progress; Voice of customer should deliver a numerically supported decision.

What inputs does Voice of customer require?

Voice of customer needs a sound base; Voice of customer gathers a base, period and data source; Voice of customer documents assumptions.

How should Voice of customer be evaluated?

Voice of customer requires a benchmark; Voice of customer reviews a stable formula and period; Voice of customer checks progress against goals.

What common mistake affects Voice of customer?

Voice of customer has a frequent failure mode; Voice of customer can produce an inconsistent method; Voice of customer reviews denominators, attribution and data origin.

Related marketing terms

Sources and editorial record

Nielsen Norman Group, User Experience
American Marketing Association, Marketing Dictionary
Kotler a Keller, Marketing Management

The definition is an original expert synthesis. For platform metrics, legal questions and decisions, the current primary source and an assessment of the specific context take precedence.