What is the ongoing process that involves capturing customer feedback and insights?

The ongoing process that involves capturing customer feedback and insights is best described as Voice of the Customer (VOC). VOC refers to the practice of gathering and understanding customers' preferences, expectations, and experiences. It is a critical aspect of quality management, as it helps organizations to better align their products and services with customer needs and desires. By using various methods such as surveys, interviews, and focus groups, companies can collect valuable insights that inform their decisions and improvements.

The VOC process is integral to developing strategies that enhance customer satisfaction and loyalty. It allows organizations to identify trends in customer behavior and preferences over time, making it a vital tool for continuous improvement efforts. This feedback loop ensures that businesses remain responsive to customer needs, ultimately leading to a competitive advantage.

While continuous improvement is a related concept focusing on ongoing improvements in processes and products, it does not specifically address the capturing of customer feedback. Market research, although it can include customer insights, typically pertains to studying market conditions and competitors, rather than an ongoing dialogue with customers. Stakeholder analysis involves assessing the interests and influence of various stakeholders in a project or organization but does not specifically focus on customer feedback.