Glossar
Voice of Customer
The disciplined capture and synthesis of customer feedback across every channel, used to drive product and GTM decisions.
Voice of Customer (VoC) programs systematically collect, tag, and analyze feedback from reviews, support tickets, sales calls, user interviews, NPS surveys, social mentions, and community forums. The output is a prioritized, cross-channel view of what customers are actually experiencing — pain, delight, confusion, and wishes — instead of what internal teams assume.
Modern VoC uses NLP and LLMs to cluster themes at scale, but the human synthesis step remains critical: raw themes become insights only when someone attaches them to a decision ("we should kill this onboarding step" or "we should reposition around this use case"). VoC feeds product, marketing, sales, CS, and exec strategy simultaneously.
Warum es wichtig ist
Companies that hear their customers clearly beat companies that guess. VoC is the connective tissue that keeps product and positioning honest.
Verwandte Begriffe
Review Sentiment Analysis
The practice of extracting structured insight — positive, negative, thematic — from unstructured customer reviews.
Net Promoter Score (NPS)
A metric that measures customer loyalty based on the likelihood of recommending a product on a 0–10 scale.
Customer Churn
The rate at which customers stop using or paying for a product over a given time window.
Jobs to be Done
A theory that customers "hire" products to make progress on a specific job, not because of demographics or features.
Gap Analysis
A method for finding the difference between what users want and what existing products deliver, so you can prioritize what to build or message next.