Voice of the Customer

  The voice of the customer is a process that is often used in business to collect requirements, needs, wants, expectations and feedback from customers.  The voice of the customer is both internal and external.  The voice of the customer allows organizations and individuals to be proactive in understanding the customer allowing them to be innovative and make the proper changes to meet customer expectations.  A great resource when using the voice of the customer in Lean or Six Sigma is a book entitled Voice of the Customer: Capture and analysis.