Published 18 Jul 2025
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4 min read
What is a Voice of the Customer Template?
A Voice of the Customer template is a tool that helps in capturing customer feedback and insights in an organized and efficient manner. By using a VoC template, businesses of all sizes can gain valuable insights into customer needs, preferences, and expectations. This can help them better understand their customers and create strategies to meet their needs.
Benefits of Using a Voice of the Customer Template
By collecting customer feedback using this template, businesses can:
discover customer trends and pain points;
gain a better understanding of their target market;
identify areas of improvement; and
develop strategies to better meet customer expectations.
This template can also be used to measure customer satisfaction and loyalty, allowing businesses to make informed decisions about their products and services. During the process of Quality Function Deployment, for example, using a VoC template can help product and CX teams easily refer to the collected customer feedback.
Using a product planning matrix called the House of Quality, necessary strategies and actions can be identified, and opportunities to improve products and services can be aligned with customer requirements.
Voice of the Customer Examples
There are various types of VoC templates that can be used to capture customer feedback. Some examples are the following:
VoC Survey Template – Used in interviews and Focus Group Discussions (FGDs) to collect structured feedback on satisfaction, product features, and service quality. Includes rating scales and targeted questions.
Feedback Form – Open-ended form for customers to share comments or report issues voluntarily, capturing qualitative insights and measuring customer satisfaction.
VoC Translation Matrix – Converts customer comments into clear needs and actionable requirements for product or service improvements.
Customer Segments Table – Organizes feedback by customer groups, summarizing what they say, their needs, and prioritized actions.
In-App/Website Feedback Widget – Real-time feedback tool triggered by user behavior to gather insights without disrupting experience.
Email Feedback Survey – Short post-interaction surveys sent via email to quickly measure satisfaction and collect ratings.
How to Write a Voice of the Customer Template
A Voice of the Customer template is designed to capture, organize, and interpret customer feedback to inform business improvements and enhance customer satisfaction. To write a concise Voice of the Customer (VoC) template, focus on these key items:
Basic Information – Include the title, date, facilitator, and purpose of the feedback.
Customer Details – Capture essential demographics like age, location, or customer segment if relevant.
Customer Feedback – Record direct customer quotes and summarize their main needs or pain points.
Key Questions – Include core questions on satisfaction, expectations, and improvement suggestions.
Insights & Actions – Summarize major themes and recommend next steps based on the feedback.
Sign-Off – Add facilitator’s name and date to complete the template.
What to Include in a Voice of the Customer Template
When creating a VoC Template, make sure your that the template has the following sections and elements to ensure a comprehensive way of collecting customer feedback:
Title Page – Allot the first page of a VoC template for the basic details about the process of capturing customer feedback, including the date, facilitator name, and purpose of the feedback session.
Collection of VoC Insights – This is where you identify what the customers are saying. Then, translate those feedback into customer pain points or issues you need to address. Lastly, recommend or note possible strategies you must implement to meet these customer requirements.
Completion and Sign-off – To conclude the report before exporting it, note any additional comments and insights related to the feedback you collected. Afterward, include the name and signature of the one who facilitated or led the session.
Voice of the Customer Template Sample Report | SafetyCulture
