Hijacking the Voice of the Customer

The Voice of the Customer (VOC) is increasingly being “hijacked” by a number of well-intentioned but misguided people to places it was never intended to go. It seems that the more pervasive VOC has become, the more it has been misdefined, misunderstood, and misapplied—and not just by lay people, but by acknowledged experts in the field of New Product Development. This article examines why that is and defines what VOC truly is.

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