Voice of the Customer (VOC)

About ASQ's Ask the Standards Expert program and blog

Q: I’m looking for general information on “Voice of the Customer”.  Specifically, I’m putting a slide show presentation together and was interested in any guidance that you could offer, thanks.

A: Thank you for contacting ASQ and the Quality Information Center.  I received your request for information regarding voice of the customer.  Voice of the customer can be defined as “expressed requirements and expectations of customers relative to products or services, as documented and disseminated to the members of the providing organization” (from The Quality Improvement Glossary by Donald L. Siebels).

ASQ has over 100 resources on voice of the customer in the ASQ Knowledge Center.  I have listed some suggested articles and other resources below:

Articles/Case Studies:

High Priority: Voice of the customer analysis can help you build business-to-business relationships“, Quality Progress, Feb. 2010

Translate Know-What Into Know-How“, Quality Progress, Dec. 2003 (open access)

Ways to Evaluate Voice of the Customer Information for Meaningful Improvement“, World Conference on Quality and Improvement, June 2003

Using Qualitative Data to Learn About Customer Needs: Understanding Employer Desires When Designing an MBA Program“, Quality Management Journal, April 2008

Taking the Wheel“, Quality Progress, Feb. 2012

Deliver Great Service By Listening and Adapting“, Quality Progress, March 2007

In It for the Long Haul“, Quality Progress, Feb. 2010


Voice of the Customer Webcast“, August 2010

Voice of the Customer Table Tutorial:

VOCT Tutorial

I hope that this information is helpful.  Please let me know if you have any questions or if you need additional assistance.

Best regards,

ASQ Research Librarian
Milwaukee, WI