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Voice of Customer Template

Create standards to understand and improve your customer experience.

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 

 and 

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. 

Keep reading to learn more about the voice of customer research.

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 

 to give the data more context. 

Create your own Voice of the Customer framework

Making your own voice of the customer research is easy. Miro’s whiteboard tool is the perfect canvas to create and share them. Get started by selecting the Voice of the Customer Template, then take the following steps to make one of your own.

  1. 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 whiteboard in Miro using 

  2. 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 “

    ” into the URL section of your Miro browser to set-up a collaborative board. 

  3. Analyze your customer feedback as data. As a team, figure out if you can connect the insights to customer profiles such as 

    . See if you can also identify patterns or trends in language and sentiment. 

  4. 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 

     and any 
     plans accordingly. You can 
    in this template for easier access and schedule a follow-up workshop session to discuss progress or obstacles as a team.

Voice of Customer Template

Get started with this template right now. It’s free

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