Voice of Customer (VOC)

Category: Research

The structured practice of capturing what customers say, in their own words, and feeding it back into strategy, product, and copy.

VOC programs combine surveys (CSAT, NPS, PMF), interviews, review mining, and sales-call transcript analysis to build a searchable library of verbatim quotes. The output isn't a report. It's a shared repository your writers, product managers, and designers reach for when they write, spec, or design. VOC-driven copy converts 30 to 50% higher than committee copy.

Related terms

• NPS (Net Promoter Score)

Part of the AMA Orlando marketing glossary. See also the chapter's free marketing calculators and templates and playbooks.