Voice Of the Customer (VOC) – Sent my way by e-Patient Dave. So now I'm curious – can we set up VOC customer programs in health care? The first step is to define the customer as the patient – not every place I have been believes in this basic idea (basic to me anyway). I'm going to avoid creating a new term and stick with a term that's already accepted in industry. I have a tag on this blog called “Voice of the Patient”. Should I just use “Voice of the Customer” instead?