PURPOSE: The purpose of this paper is to describe the use of voice of customer (VoC) analysis in a maternity care case study, where the aim was to identify the most important requirements of women giving birth and to determine targets for the improvement of maternity care in Fayazbakhsh Hospital in Tehran, Iran. DESIGN/METHODOLOGY/APPROACH: The tools of VoC analysis were used to identify: the main customer segment of maternity care; the most important of women's needs and requirements; the level of maternal satisfaction with delivered services at the study hospital and at a competitor; the nature of women's of requirements (termed Kano levels: assumed, expected, and unexpected); and the priorities of the study hospital for meeting these requirements. FINDINGS: Women identified the well-being of mother and baby as the most important requirements. Women's satisfaction with the services was, with a few exceptions, low to moderate. Services related to most of the maternal requirements were ranked better in the competitor hospital than the study hospital. PRACTICAL IMPLICATIONS: The results form a solid basis for achieving improvements in the processes of care for mothers and babies. ORIGINALITY/VALUE: The paper presents a systematic approach to VoC analysis in health care settings as a basis for clinical process improvement initiatives.