Voice of Customer (VoC) refers to the structured collection and analysis of customer feedback to understand their needs, expectations, and real-world experiences. It captures both qualitative and quantitative insight from surveys, interviews, reviews, support interactions, and behavioural data.
In B2B marketing, VoC plays a central role in shaping positioning, messaging, and content. By grounding decisions in what customers actually think, rather than assumptions, it helps teams address genuine pain points and create content that resonates with buyer priorities at every stage of the journey.
When embedded into product development and go-to-market planning, VoC becomes a driver of continuous improvement. It strengthens customer relationships, highlights opportunities for innovation, and supports long-term loyalty by ensuring the business evolves in line with customer needs.
