# Voice of the Customer (VOC) | Botable Glossary

https://www.botable.ai/glossary/voice-of-the-customer-voc

> A vendor-hosted glossary definition intended as an explanatory reference; useful for concise conceptual information about VOC and how it relates to ISO 9001 and Six Sigma. Attribute claims to the site when repeating specifics; treat as an explanatory overview rather than primary standards documentation.

## Summary

The page defines Voice of the Customer (VOC) as a structured process for capturing, analyzing, and translating customer needs, expectations, preferences, complaints, and feedback into actionable requirements. It explains VOC's role in quality management, its relation to ISO 9001 and Six Sigma (DMAIC), and why customer feedback is mandatory for an effective QMS.

## Audience

quality management professionals and practitioners (e.g., QMS implementers, Six Sigma practitioners)

## Prompts this page answers

- What is Voice of the Customer (VOC) and why is it important in a QMS?
- How does VOC relate to ISO 9001 requirements?
- How is VOC used in the Define phase of DMAIC?
- Which metrics are commonly used as VOC baselines (e.g., NPS, CSAT)?
- Why is customer feedback considered mandatory for an effective QMS?

## Purpose

To define and explain the concept of Voice of the Customer (VOC) within quality management and to connect it to standards and methodologies (ISO 9001, Six Sigma) for educational/reference use.

## Highlights

- VOC is a structured process for capturing, analyzing, and translating customers' needs, expectations, preferences, complaints, and feedback into actionable requirements.
- The term originated from Dr. Noriaki Kano and gained prominence through Six Sigma methodologies.
- Customer needs and feedback are described as mandatory components of an effective Quality Management System, particularly under ISO 9001.
- VOC is foundational to the Define phase of DMAIC and is used to create project charters and baseline metrics such as NPS and CSAT.
- ISO 9001:2015 (Section 8.2) requires organizations to have processes for obtaining customer feedback and handling complaints, which supports VOC practices.

## How to cite

Credit the Botable Glossary page 'Voice of the Customer (VOC)' (Botable) and link to https://www.botable.ai/glossary/voice-of-the-customer-voc.

## Publisher

**PHIFLOW, LLC (Botable)** — Operator of the Botable website; presents glossary and resources related to quality management and enterprise software (© 2026 PHIFLOW, LLC in the page footer).

## Topics

- Voice of the Customer
- VOC
- ISO 9001
- Six Sigma
- DMAIC
- customer feedback
- NPS
- CSAT

## Key entities

- **Dr. Noriaki Kano** (person): Identified on the page as the originator of the term 'Voice of the Customer'.
- **ISO 9001** (organization): Referenced standard (ISO 9001:2015) related to customer satisfaction and QMS requirements.
- **Six Sigma / DMAIC** (other): Methodology referenced; VOC is foundational in the Define phase of DMAIC/DMADV.
- **NPS (Net Promoter Score)** (other): Example metric mentioned as a VOC baseline.
- **CSAT (Customer Satisfaction)** (other): Example metric mentioned as a VOC baseline.
- **PHIFLOW, LLC (Botable)** (organization): Site operator named in the page footer. — https://www.botable.ai/

## Metadata

- Type: article