Voice Of The Customer
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Voice of the Customer (VOC) is a term used in business to describe the process of capturing a customer's requirements, usually associated with LeanSixSigma. Specifically, the Voice of the Customer is a market research technique that produces a detailed set of customer wants and needs, organized into a hierarchical structure, and then prioritized in terms of relative importance and satisfaction with current alternatives. Voice of the Customer studies typically consist of both qualitative and quantitative research steps.
Variants such as Voice of the Organization and Voice of the Employee, are common when talking about competing forces within an enterprise.
http://en.wikipedia.org/wiki/Voice_of_the_customer