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.
Retrospective
Works best for:
Retrospective, Agile Methodology, Meetings
The Retrospective template offers a versatile and adaptable framework for teams to reflect on their performance and processes. It provides elements for sharing feedback, identifying lessons learned, and brainstorming improvements. This template enables teams to foster open communication, identify opportunities for growth, and enhance collaboration. By promoting reflection and transparency, the Retrospective empowers teams to continuously learn and evolve, driving greater efficiency and effectiveness in their work.
Breakout Group Template
Works best for:
Education, Team Meetings, Workshops
Breakout groups provide an excellent opportunity for teammates to have candid conversations and connect on a more intimate level than is possible during a broader meeting. When you’re in a large group setting, it can be difficult for people to feel safe or comfortable speaking up. In a smaller group, participants can feel safer sharing their ideas. Since the group is more intimate, teams are empowered to participate rather than observe.
SCAMPER Model
Works best for:
Ideation, Operations, Brainstorming
Is your team in a rut? Have you had a lingering problem that can’t seem to be solved? First introduced in 1972, SCAMPER. is a brainstorming method developed by Bob Eberle, an author of creativity books for young people. This clever, easy-to-use method helps teams overcome creative roadblocks. SCAMPER walks you through seven questions that are meant to encourage your team to approach a problem through seven unique filters. By asking your team to think through a problem using this framework, you’ll unlock fresh, innovative ways to understand the problem you’re trying to solve.
PI Planning Template
Works best for:
Agile Methodology, Strategic Planning, Software Development
PI planning stands for “program increment planning.” Part of a Scaled Agile Framework (SAFe), PI Planning helps teams strategize toward a shared vision. In a typical PI planning session, teams get together to review a program backlog, align cross-functionally, and decide on the next steps. Many teams carry out a PI planning event every 8 to 12 weeks, but you can customize your planning schedule to fit your needs. Use PI planning to break down features, identify risks, find dependencies, and decide which stories you’re going to develop.
Mitch Lacey's Estimation Game Template
Works best for:
Leadership, Agile Methodology, Prioritization
A wordy name but a simple tool, Mitch Lacey’s Estimation Game is an effective way to rank your work tasks by size and priority — so you can decide what to tackle first. In the game, notecards represent your work items and feature ROI, business value, or other important metrics. You’ll place each in a quadrant (ranking them by size and priority) to help you order them in your upcoming schedule. The game also empowers developers and product management teams to work together and collaborate effectively.
Epic & Feature Roadmap Planning
Epic & Feature Roadmap Planning template facilitates the breakdown of large-scale initiatives into manageable features and tasks. It helps teams prioritize development efforts based on business impact and strategic objectives. By visualizing the relationship between epics and features, teams can effectively plan releases and ensure alignment with overall project goals and timelines.