When assessing the voice of the customer, what are we attempting to determine the gaps between?

When assessing the voice of the customer, the aim is to identify the gaps between what is currently being delivered (the actual experience) and what the customer feels should ideally be delivered (the expected experience). This gap helps organizations understand where their services or products fall short of customer expectations, allowing them to make necessary improvements.

Determining the discrepancy between the current state ("what is") and the desired state ("what should be") enables organizations to align their offerings more closely with customer needs and expectations, ultimately enhancing satisfaction. This approach is integral to Total Quality Management (TQM), as it emphasizes continuous improvement based on customer feedback.