Voice of the Customer is a term used in business to describe the in that process of capturing customer's expectations, preferences, and dislikes. Voc is a technique that produces a detailed set of customer wants and needs. This technique is used at the start of any new product, process or service design initiative. In order to better understand the customers wants and needs there are many possible ways to gather the information such as focus groups, surveys, individual interviews, etc. before having an in depth discussion on the voc technique, let us first understand some of the basics