Glossary
Voice of Customer
The structured capture of customer needs, expectations, and feedback.
In short
Voice of customer, often shortened to VoC, is the structured process of gathering and understanding what customers say about their needs and experiences. It pulls from surveys, interviews, support tickets, and feedback boards to give teams a grounded view of expectations that can guide product and service decisions.
Voice of customer is the body of evidence about what users actually want and where they struggle. It draws from many channels, including interviews, support logs, reviews, and feedback boards, then synthesizes patterns rather than treating each comment in isolation.
A strong VoC program turns raw quotes into themes a team can act on. Kithspark feeds its public board, votes, and comments into one record, keeping each contribution credited so the voice behind a theme stays visible.
Example
A team reviews survey responses and board comments together and finds that slow search is the most common complaint.
Related terms
Turn your customers into your roadmap
Spin up an AI-moderated feedback forum, weight every request by real deal value, and keep each requester in the loop from idea to ship.