Module 2 · Lesson 5 of 16
Voice of the Customer collection
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Learning objectives
- Identify relevant customer groups.
- Choose fit-for-purpose VOC collection methods.
- Distinguish stated need from underlying requirement.
Triangulate — never rely on one loud voice
VOC sources include interviews, complaints, returns, scorecards, audits, observations, surveys and internal-customer feedback. Combining sources reduces the risk of following a single opinion.
Garment-factory example
Buyer comments about "inconsistent fit" are combined with return codes, measurement audit data, technical-team interviews and wearer feedback before writing CTQs.
Method
- Define the customer group.
- Design neutral questions.
- Sample relevant voices.
- Code themes and translate to measurable needs.
Common mistakes
- Asking leading questions.
- Treating internal opinion as external VOC.
Knowledge check
Pick one answer per question. Explanations appear after you submit.
1. VOC is:
2. Which is the weakest VOC method alone?
Author: NOSK.life · Last reviewed: 2026-07-21