VOC stands for Voice of the Customer . In Value Methodology, VOC is primarily associated with the Information Phase , where the VM team gathers, organizes, reviews, and transforms information before moving into Function Analysis. SAVE International’s Core Competencies specifically place “Voice of the customer” under Information Phase — Apply methods to transform information , tied to VM Guide Section 5.4.1 . ( )
The purpose of VOC is to capture what customers, users, owners, and stakeholders actually need, value, expect, and consider important. This is critical because VM does not define value only from the designer’s, supplier’s, or facilitator’s perspective. Instead, value must be interpreted through customer-required functions, performance expectations, quality needs, constraints, and acceptance criteria. Option C, “voice of the client,” is too narrow because the client may be only one stakeholder, while VOC reflects the broader customer/user value perspective. Options A and D are not recognized VM terms in this context.
References/topics: Information Phase; Voice of the Customer; Transforming Information; Customer Requirements; Value Determination.
