Voice of the Customer

Voice of the Customer (VoC) is a term used in product management to describe the process of capturing customers' expectations, preferences, and aversions. This information is critical in developing products that meet or exceed customer expectations.


Apple, a leader in consumer electronics, extensively uses VoC to gather insights through customer feedback, reviews, and usability testing to refine and improve their products, such as the iPhone, ensuring they meet the high standards and needs of their users.