Full definition
Research that captures customer needs, experiences, language and expectations to inform decisions. The meaning should be applied in context, with evidence and limitations made clear whenever the term supports research or measurement.
Why it matters
Voice of Customer helps researchers and decision-makers use consistent language when interpreting community conversations and their market implications.
Example
A Community Intelligence analysis may use voice of customer to explain a repeated pattern in how people discover, evaluate or recommend a brand.
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Further reading
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