Can the Voice of the Customer Mislead Our Business?

Voice of the Customer, Customer Feedback and many kinds of customer satisfaction scores are very popular today. There are hundreds of technology companies offering various solutions to listening to the voice of the customer. However, it is very likely that you have heard the quote from Henry Ford saying “If I had asked people what they wanted, they would have said faster horses”. Who is right then? Is it possible that voice of customer can mislead our business decisions?