Which term refers to actual customer descriptions in words of features and functions customers desire for goods and services?

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

Answer: (A)

Voice of the Customer describes the actual descriptions customers provide in their own words of the features and functions they want in goods and services. This gives you insight into what customers value and expect, guiding how products or services should be designed and improved. By capturing VOC, you can translate those desires into concrete design criteria, performance targets, and processes that align with customer priorities, reducing gaps between what is offered and what customers truly want.

The other terms don’t capture customer desires in their own words. Total line-haul cost is a cost metric for transportation, wait time measures how long customers wait for service, and uniform plant loading concerns balancing production workload.