Griffin & HauserMarketing Science, 1993
A structured, hierarchical set of customer needs and wants, expressed in the customer's own language, prioritised by importance and satisfaction.
Bruce TemkinQualtrics XM Institute
A discipline of continuously listening across channels, interpreting signals, acting on insight and monitoring outcomes — listening without acting is theatre.
The EclipseFrontiers® LensVoC is only real when it changes a decision.