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.
Kano Model Template
Works best for:
Desk Research, Product Management, Prioritization
When it comes down to it, a product’s success is determined by the features it offers and the satisfaction it gives to customers. So which features matter most? The Kano model will help you decide. It’s a simple, powerful method for helping you prioritize all your features — by comparing how much satisfaction a feature will deliver to what it will cost to implement. This template lets you easily create a standard Kano model, with two axes (satisfaction and functionality) creating a quadrant with four values: attractive, performance, indifferent, and must-be.
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.
RAID Log Template
Works best for:
Agile Methodology, Project Management, Agile Workflows
Use the RAID Log template to better understand potential risks, assumptions, issues, and dependencies relating to an upcoming project. With this information, you can make effective contingency plans and prepare your resources accordingly. You’ll know what could go wrong throughout the project and how to fix the problem.
Prune the Product Tree Template
Works best for:
Design, Desk Research, Product Management
Prune the Product Tree (also known as the product tree game or the product tree prioritization framework) is a visual tool that helps product managers organize and prioritize product feature requests. The tree represents a product roadmap and helps your team think about how to grow and shape your product or service by gamifying feedback-gathering from customers and stakeholders. A typical product tree has four symbolic features: the trunk, which represents the existing product features your team is building; the branches, each of which represents a product or system function; roots, which are technical requirements or infrastructure; and leaves, which are new ideas for product features.
Lean Canvas Template
Works best for:
Agile Methodology, Strategic Planning, Agile Workflows
Business opportunities can get dense, cumbersome, and complex, and evaluating them can be a real challenge. Let a lean canvas streamline things and break down your business idea for you and your team. A great tool or entrepreneurs and emerging businesses, this one-page business model gives you an easy, high-level view of your idea — so you can stay focused on overall strategy, identify potential threats and opportunities, and brainstorm the various factors at play in determining your potential profitability in an industry.
Bang for the Buck Template
Works best for:
Project Management, Strategic Planning, Prioritization
The name pretty much says it—this Agile framework is all about helping you maximize efficiency by powering collaboration between product managers and dev teams. Together you can go over each to-do on the project agenda and evaluate them in terms of costs and benefits. That way you can prioritize tasks based on how much bang for your buck they deliver. This template is great for teams and organizations that want to make a strategic plan to tackle an upcoming sprint.