Gartner defines a voice of the customer (VoC) application as one that integrates feedback collection, analysis and action into a single interconnected platform that helps understand and improve the customer experience. Sources of feedback extend beyond direct surveying to include other, more indirect and inferred sources. For a solution to be considered to be a VoC application, it must meet three criteria: Data collection — The ability to collect all three types of VoC data: a)Direct feedback b)Indirect feedback c)Inferred feedback. Analysis and insight — The ability to analyze and derive insight from a diverse set of structured and unstructured feedback datasets using a variety of visualization and analytical techniques. Action — The ability to act upon derived insights through the use of alerts, workflows, case assignment and recommendations.