If an organization is focusing on things that the customer doesn’t really want and is not willing to pay for, a better understanding of the VOC could save the organization significant time, resources, and money.Ī large consumer products company was concerned that customer dissatisfaction was increasing, which was negatively impacting sales.Needless arguments and disruption can be avoided if an organization understands its VOC.If an organization and a customer are saying different things, there is a high probability that the customer’s needs and expectations will not be satisfied. It’s important for an organization’s wellbeing and possible survival to understand the VOC and customer requirements. Unintended miscommunication between an organization and its customers is a common reason why organizations lose customers and their business.
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