voice-of-the-customer-webvoice-of-the-customer-web

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 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. 

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 Opportunity Solution Tree 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 Forms and Surveys integrations

  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 “http://workshop.new/” 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 buyer personas. 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 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.

Voice of Customer Template

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

Related Templates
Target Audience ThumbnailTarget Audience Thumbnail
PreviewMore info

Target Audience

The Target Audience template helps you to understand your potential customers. Who is interested in your company or service? What types of people might buy your product? How can you market to them effectively? Target audience analysis involves describing your audience in terms of a variety of demographics, including age and gender, as well as income, education, and location, or psychographics like interests and opinions. Analyzing your target audience provides valuable insights for most business functions.

Target Audience
T-Chart ThumbnailT-Chart Thumbnail
PreviewMore info

T-Chart

T-Charts can help you compare and contrast two different ideas, group information into different categories, and prove a change through “before” and “after” analysis. T-Charts are visual organizational tools that enable you to compare ideas, so you can evaluate pros and cons, facts and opinions, strengths and weaknesses, or big-picture views versus specific details. Designers and content creators can use T-Charts to turn possibilities into actionable ideas. T-Charts are useful for discussing differences and similarities with your team or clients and can help you to reach a decision together.

T-Chart
sailboat-retrospective-thumb-websailboat-retrospective-thumb-web
PreviewMore info

Sailboat

The Sailboat Retrospective is a low-pressure way for teams to reflect on how they handled a project. By defining your risks (the rocks), delaying issues (anchors), helping teams (wind), and the goal (land), you’ll be able to work out what you’re doing well and what you need to improve on for the next sprint. Approaching team dynamics with a sailboat metaphor helps everyone describe where they want to go together by figuring out what slows them down and what helps them reach their future goals.

Sailboat
RAID Log ThumbnailRAID Log Thumbnail
PreviewMore info

RAID Log

A RAID log is a project planning tool that focuses on four key areas: risks, assumptions, issues, and dependencies. Risks are events that could have an adverse effect if they occur, assumptions are things you assume will happen to contribute to the project’s success (and that will have negative consequences if they don’t occur), issues are risks that have already occurred and had a negative impact on the project, and dependencies are things that must start or finish so your project can progress. RAID logs are often used when beginning a new project, but they’re also useful for promoting alignment and sharing status for projects that are already underway.

RAID Log
Brainwriting ThumbnailBrainwriting Thumbnail
PreviewMore info

Brainwriting

Brainstorming is such a big part of ideation. But not everyone does their best work out loud and on the spot, yelling out thoughts and building on others’ ideas. Brainwriting is a brilliant solution for them—creative thinkers who happen to be more introverted. This approach and template invites participants to reflect quietly and write out their ideas, and then pass them to someone else who will read the idea and add to it. So you’ll get creative ideas from everyone—not just the loudest few.

Brainwriting
RACI Matrix ThumbnailRACI Matrix Thumbnail
PreviewMore info

RACI Matrix

The RACI Matrix is an essential management tool that helps teams keep track of roles and responsibilities and can avoid confusion during projects. The acronym RACI stands for Responsible (the person who does the work to achieve the task and is responsible for getting the work done or decision made); Accountable (the person who is accountable for the correct and thorough completion of the task); Consulted (the people who provide information for the project and with whom there is two-way communication); Informed (the people who are kept informed of progress and with whom there is one-way communication).

RACI Matrix