Voice of the Customer Template
Create standards to understand and improve your customer experience.
Trusted by 65M+ users and leading companies
About the Voice of Customer Template
A voice of the customer (also known as a “voice of the customer translation matrix”) helps you learn more about what your customers think about and feel for your products, services, or business.
A voice of customer research initiative can help shape your buyer personas and customer journey map.
Customer research can help you go beyond number-based measures like profits or traffic and probe your ideal buyer’s desires and feelings. Did you meet their expectations? Will they become a repeat buyer? What can you improve on for the next time they interact with your business?
For teams new to voice of the customer, it’s worth thinking long-term. Customer-centric company culture is an iterative commitment that happens over many years, where practices are refined, data analysis becomes more complex, and taking action is an organization-wide situation.
What is a Voice of the Customer
Voice of the Customer (VoC) describes the feedback customers give businesses about their experience and expectations with your product or service. As a customer-centric framework, it helps you figure out who your customers are, their needs, expectations, understandings, and how you can improve your products and services for them.
When businesses hone in on their customers’ needs and preferences, they can deliver targeted (and successful) experiences every time.
Also known as a customer translation matrix, a voice of the customer framework will typically reveal ...
Verbatim or customer comments: what are customers saying, in their own language?
Customer needs or issues: what do customers say they need?
Customer requirements: what do customers need to fulfill their requests successfully?
When businesses and brands become familiar with their customers’ needs, it becomes easier to navigate the complexity of brand perception, marketing interactions, managing negative feedback, and product development. The customer feedback collected in each framework can help deliver successful personalized experiences repeatedly.
When to use the Voice of the Customer Template
A Voice of the Customer framework can be useful for UX researchers who need to ...
Quantify customer feedback: You can rate the insights by importance or how likely it is to best serve the end-user.
Verify customer feedback: You can rate the insights by importance or how likely it is to best serve the end-user.
Launch new strategies: You can use insights to inform new product designs or price-setting strategies.
Keep up with industry or behavioral trends: Weighing up how to offer customers meaningful connections and maintain profitability can help you make sure your product or service offering matches up against competitors.
Voice of the Customer can also help UX researchers rally leadership and teammates around:
Understanding customer needs
Making customer-aligned business decisions
Finding market-fit and timing product launches accordingly
Improving brand reputation
Increasing customer retention over time
Finding new ways to transform negative feedback or customer experience into positives
You can also translate the customer insights found in your Voice of Customer to a tree diagram, such as an Opportunity Solution Tree to give the data more context.
Create your own Voice of the Customer framework
Conducting your own Voice of the Customer research is made easier using Miro’s virtual collaboration platform. It is the perfect canvas to create and share your VoC framework. Get started by selecting the Voice of the Customer Template, then take the following steps.
Collect your customer feedback from relevant primary resources. Revisit customer surveys, product reviews, or website analytics to pinpoint how your customers talk about your products and services in their own words. You can also import survey results directly onto a digital board in Miro using forms and survey integrations.
Add your customer feedback to the Voice of Customer grid. Add one insight or piece of feedback per sticky note. “Verbatim” and “Need” can be expressed in one sentence. Turn requirements into one-word insights. Want to develop this into a workshop session for your team? You can type “http://workshop.new/” into the URL section of your Miro browser to set-up a collaborative board.
Analyze your customer feedback as data. As a team, figure out if you can connect the insights to customer profiles such as buyer personas. See if you can also identify patterns or trends in language and sentiment.
Decide on next steps and actions with your team. How can you tweak and optimize your products and services to be more customer-centric? Is there anything that needs to be rebuilt completely? Adjust your product roadmap and any project management plans accordingly. You can link to related Miro Boards in this template for easier access and schedule a follow-up workshop session to discuss progress or obstacles as a team.
What is meant by Voice of the Customer?
The Voice of the Customer (VoC) is a customer-centric framework that helps you figure out who your customers are, their needs, expectations, understandings, and how you can improve your products and services for them. The Voice of the Customer describes the feedback customers give businesses about their experience and expectations with your product or service.
Why is the Voice of the Customer important?
The Voice of the Customer VOC helps businesses better understand what their customers think and feel about their product or services. Having this crucial information allows businesses to hone in on customers’ needs and preferences so that adjustments can be made to product offerings or services. This will increase the chances for success and longevity.
Get started with this template right now.
Strategy Map Template
Works best for:
Leadership, Strategic Planning, Mapping
How do your individual or team goals relate to an organization’s overall strategy? A Strategy Map is a stylized picture of your organization’s strategy and objectives. It’s powerful because it provides a clear visual guide to how these various elements work together. Strategy Maps can help align various different team goals with the overall strategy and mission. With the Strategy Map in place, teams can create set actionable, relevant KPIs. Strategy mapping is often considered part of the balanced scorecard (BSC) methodology, which is a strategic planning tool for setting overall team goals.
Project Planning Template
Works best for:
Project Management, Project Planning
A project plan is a single source of truth that helps teams visualize and reach project milestones. Project plans are most useful when you outline the project’s “what” and “why” to anyone who needs to give you project buy-in. Use a project plan to proactively discuss team needs; expectations; and baselines for timeline, budget, and scope. The plan will also help you clarify available resources before you kick off a project, as well as expected deliverables at the end of the project.
2x2 Prioritization Matrix Template
Works best for:
Operations, Strategic Planning, Prioritization
Ready to set boundaries, prioritize your to-dos, and determine just what features, fixes, and upgrades to tackle next? The 2x2 prioritization matrix is a great place to start. Based on the lean prioritization approach, this template empowers teams with a quick, efficient way to know what's realistic to accomplish and what’s crucial to separate for success (versus what’s simply nice to have). And guess what—making your own 2x2 prioritization matrix is easy.
Product / Market Fit Canvas Template
Works best for:
Market Research, Strategic Planning, Product Management
The product/market fit canvas template is used to help product teams meet customer and market needs with their product design. This template looks at a product in two dimensions: first, how the product fits user needs, and second, how the fully designed product fits within the market landscape. This combined metric understands a product holistically from the way customers use and desire a product, to the market demand. By comparing customer and product qualities side by side, users should better understand their product space and key metrics.
SIPOC Template
Works best for:
Agile Methodology, Strategic Planning, Mapping
A SIPOC diagram maps a process at a high level by identifying the potential gaps between suppliers and input specifications and between customers and output specifications. SIPOC identifies feedback and feed-forward loops between customers, suppliers, and the processes and jump-starts the team to think in terms of cause and effect.
STAR Technique Template
Works best for:
Strategic Planning, Prioritization
Find out how to use the STAR interview method to identify the best candidate for the role. Interviewees can also use the STAR technique to prepare detailed and thorough responses during the interview.