Sometimes the Voice of the Customer isn't the one you should be listening to. Here's a quote from an article in Time magazine about Nintendo's product development (via the Signal vs Noise blog):

Nintendo has grasped two important notions that have eluded its competitors. The first is, Don’t listen to your customers. The hard-core gaming community is extremely vocal — they blog a lot — but if Nintendo kept listening to them, hard-core gamers would be the only audience it ever had. “[Wii] was unimaginable for them,” Iwata says. “And because it was unimaginable, they could not say that they wanted it. If you are simply listening to requests from the customer, you can satisfy their needs, but you can never surprise them. Sony and Microsoft make daily-necessity kinds of things. They have to listen to the needs of the customers and try to comply with their requests. That kind of approach has been deeply ingrained in their minds.

The point is, I guess, that sometimes listening to the voice of the customer can be like listening to an echo chamber that reinforces things you already know, or are inclined to hear. A little counterexample for all those VoC fanatics out there...