The voice of the customer In design

When we design products, services and processes in any organization, however tangible or intangible, it always adds an important dimension to include the voice of the customer in the design and testing processes. It's not a hierarchy where the voice of designers or customers dominate decision making.  It's a dynamic dialogue between user experience and expert design sensibilities and creativity. When you experience anything in your world that particularly does and doesn't work, you can bet that the voice of the customer was and wasn't engaged.