Which term describes the actual descriptions in words of the functions and features customers desire for goods and services?

• A. Velocity
• B. Voice of the customer (VOC)
• C. Total line-haul cost
• D. Uniform plant loading

Answer: (B)

Capturing what customers want in their own words is the Voice of the Customer. This term describes the actual descriptions of the functions and features that customers desire for goods and services, serving as the direct input to design, quality, and service requirements. It’s the most accurate way to ensure what’s built or delivered matches customer needs, guiding what features to include, performance levels, and acceptance criteria.

Velocity refers to speed or rate, not customer desires. Total line-haul cost is a cost metric for transporting goods, not what customers want in terms of features. Uniform plant loading is about balancing production capacity and scheduling, not capturing customer requirements.