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Voice of the Customer (VOC)

VOC is the captured understanding of customers stated wants and unstated expectations. Teams should grasp these needs before designing a product or service, with the Product Owner acting as the customers proxy to bring the VOC into decisions and priorities.

Key Points

  • Includes both explicit requests and implicit expectations from customers and users.
  • Should be identified early and refined continuously through feedback and learning.
  • The Product Owner represents the VOC and turns it into backlog items and acceptance criteria.
  • Common sources: interviews, surveys, observation, support tickets, and analytics; prioritize by customer value.

Example

In a Scrum project for a mobile app, the Product Owner interviews users and reviews support tickets to uncover that users want faster checkout (explicit) and fewer taps (implicit). The PO creates user stories with acceptance criteria for one-tap payments and reorders the backlog to deliver this first.

PMP Example Question

On a Scrum project, who primarily represents the Voice of the Customer when clarifying needs and prioritizing the product backlog?

  1. Scrum Master
  2. Product Owner
  3. Development Team
  4. Project Sponsor

Correct Answer: B — Product Owner

Explanation: The Product Owner serves as the customers proxy and channels the VOC into backlog priorities and acceptance criteria.

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