The Voice of the Customer (VOC) is proving to be implementable as amongst the top marketing tools. Whiledigital marketing is now allowing extensive personalized targeted marketing, VOC allows capture of rich customer data. This enormous amount of data now captured though must not dictate marketing strategy. The business analytics performed using the data must simply be used as an aid for designing strategy. That is a very important role as with VOC it is directly the customer explaining companies what kind of products they actually need. The other methods such as sample surveys can only be periodic at best, and reflects the mood at that time of the year or even day. VOC though is an ongoing measure which captures real time customer feedback.

Source: http://customerthink.com/why-voice-of-the-customer-data-is-your-most-important-marketing-asset/