Purpose
The study aims to measure the role and impact of digital Voice of Customer (DVoC) in achieving operational excellence (OE), driving innovation (DI) and adapting to the dynamic landscape (ADL).

Design/methodology/approach
The four factors and their items were initially identified based on an experimental research approach by gathering data from 283 respondents in the northern areas of India. The study employed Smart-partial least square (PLS) version 4.0 with structural equation modeling to analyze the data.

Findings
The results indicate that DVoC plays a significant role in explaining the positive relationship with OE, DI and ADL in the research model. The results are also verified with the existing literature in the field.

Research limitations/implications
DVoC has emerged as a meeting point in the research sector because of technology advancements and increased global Internet use. The DVoC gives greater power to the customer’s voice than traditional survey and feedback methods since it is more dependable and provides information in real time.

Originality/value
The research topic of DVoC is still in its early stages, hence the current study is pertinent. Operational Excellence (OE), Driving Innovation (DI) and adapting to the dynamic landscape (ADL) are all becoming increasingly important in today’s competitive climate as a result of the market’s diverse developments. These are some of the possible motivations for carrying out such work, which contributes to the originality of the current study. To bring the current study’s original addition, a research model was constructed using factors identified in previous studies.