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.
Project Kickoff Template
Works best for:
Project Management, Documentation, Meetings
This Project Kickoff Meeting Template helps you have all the information about your project in one shared space, like a project manifesto. This template has seven activities to define your project’s goals and objectives, the team’s roles and responsibilities, and the next steps and resource materials for further consultation. Use the Project Kickoff Meeting Template to manage projects effectively and keep everyone aligned.
Customer Problem Statement Template
Works best for:
Ideation, Design Thinking, Product Management
Put yourself in the shoes of your consumers with a customer problem statement. Figure out their problems and how your product or service can solve those problems and make their lives easier. As a bonus, you’ll better understand your customers throughout the process.
Weekly Planner Template
Works best for:
Business Management, Project Planning
A weekly planner is a schedule that outlines your plans and activities for the week ahead. It helps you manage your time, keep track of your tasks, and organize your team on a day-to-day basis. Unlike traditional planners, which are often non-customizable, this weekly planner can be modified to suit your specific needs.
Lesson Reflection Template
Works best for:
Education, Meetings
The Lesson Reflection template is a tool to create space for self-reflection and improvement. Students can evaluate the key takeaways from a lesson and what are the topics they find most interesting. As teachers receive the student’s Lesson Reflection, they can look for opportunities to improve learning and teaching methodologies. The Lesson Reflection template can help you facilitate the educational process, and it’s easy to use and straightforward.
What? So What? Now What? Template
Works best for:
Agile Workflows, Retrospectives, Brainstorming
The What? So What? Now What? Framework empowers you to uncover gaps in your understanding and learn from others’ perspectives. You can use the What? So What? Now What? Template to guide yourself or a group through a reflection exercise. Begin by thinking of a specific event or situation. During each phase, ask guiding questions to help participants reflect on their thoughts and experience. Working with your team, you can then utilize the template to record your ideas and to guide the experience.
Status Report Template
Works best for:
Project Management, Documentation, Strategic Planning
A status report provides a snapshot of how something is going at a given time. You can provide a status report for a project, a team, or a situation, as long as it emphasizes and maps out a project’s chain of events. If you’re a project manager, you can use this report to keep historical records of project timelines. Ideally, any project stakeholder should be able to look at a status report and answer the question, “Where are we, and how did we get here?” Use this template as a starting point to summarize how something is progressing against a projected plan or outcome.