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Siyavash HeidariApr 8, 2022 5:30:00 PM5 min read

Which Voice of Customer Template Should I Use?

What can show a business’s success more than direct customer feedback? 

Believe it or not, this feedback is highly valued, regardless of whether they are a positive notion or a complaint. Feedback can simply enlighten a business owner about how the company performs and what its customers expect from it on the road to customer satisfaction. 

Voice of Customer is one of the most common terms referring to the pieces of feedback given by the customers of a business. These comments, opinions, praises, critics, compliments and complaints are so vital and useful that almost any company all around the globe looks for a way to extract, organize and put them into use. They are now aware of the fact that they can benefit remarkably from the outcome of a VoC campaign, whether in terms of improving customer satisfaction or refining the current strategies. 

No matter how you gather the VoC data, the step in which you organize and analyze this data is crucial. That is why many businesses prefer to use a Voice of Customer software or simply use a Voice of Customer template. This can help them avoid any issues caused by misinterpretation and misunderstanding of the customer feedback. 

In this article from Pisano Academy, we will share an easy-to-use voice of customer template with you. We will also discuss the benefits of using a VoC template. 



What is a Voice of Customer Template? 

A voice of customer template is a tool used after you have collected the VoC data and before the analysis process begins. It helps clean up, organize and set goals based on the voice of the customer data better.  

This template can be as simple as a table or checklist outlining the most vital part of every feedback. There are three different parts to every VoC feedback include: 

  • Verbatim: It is the exact words the customer mentioned during the process of feedback collection. 
  • Need: Also mentioned in some templates as desire or want, this part of the feedback is what can be perceived from the feedback as the need of the customer. It can be a simple feature in an application or an improvement needed in the procedures. 
  • Requirement: Also called solution, is the action needed to be taken by the company in order to satisfy the need. 

A Standard Voice of Customer Template 

Every VoC template that includes and separates the verbatim, need and requirement can be considered standard. Here you can see a sample VoC template. You can simply download and use this template for your own campaigns. 

Use this template in order to organize the feedback collected through the data collection process and find out what to do afterward.  



Here are the steps needed to be taken to work with this VoC template: 

  • Import the data gathered from different channels into the verbatim column. 
  • Find the “Need” behind every feedback. Insert it in the Need column. 
  • Determine what actions have to be taken to fulfill the need. Write them down in the Requirement column. 

After this procedure, you have a list of actions that helps you improve your customer satisfaction or your product and service. With a small prioritization, it is ready to be used. 


Important Considerations for Using the VoC Template

While the provided VoC template can be a valuable tool for organizing and analyzing customer feedback and improving your customer experience, there are several key considerations to keep in mind to maximize its effectiveness. By following these important tips, you can enhance your usage of the voice of customer template and extract even deeper insights from the customer feedback you collect.


Pay Attention to Verbatim Data

The verbatim section of the template holds the exact words and expressions used by customers during feedback collection. Take the time to carefully review and understand these comments as they provide invaluable insights into customer sentiments and specific pain points. Look for recurring phrases, keywords, or emotional cues that shed light on customer expectations and experiences.

Ensure Effective Data Import

When importing data from various channels into the verbatim column, accuracy and consistency are crucial. It is essential to maintain the integrity of the original feedback by accurately capturing the customer's words. Use appropriate data cleansing techniques to remove duplicates or irrelevant information that could skew your analysis. Additionally, ensure that the data import process is standardized and properly documented to ensure reproducibility.



Prioritize and Categorize Customer Needs

As you analyze the verbatim feedback, identify the underlying needs expressed by customers. Categorize these needs into relevant themes or categories to gain a holistic understanding of the common pain points and desires. By prioritizing these needs based on their impact and relevance, you can focus your resources on addressing the most critical issues that will have the greatest impact on customer satisfaction.

Define Actionable Requirements

After determining the customer needs, it is crucial to define actionable requirements or solutions in response to those needs. These requirements should outline specific steps, improvements, or changes that the company needs to undertake to address the identified customer needs effectively. Ensure that the requirements are clear, measurable, and aligned with the goals and capabilities of your organization.

Regularly Review and Update the Template

Customer needs and expectations evolve over time, so it is important to regularly review and update the VoC template. Revisit the verbatim data, reassess the prioritization, and refine the actionable requirements to ensure they align with the current customer landscape. By maintaining an iterative approach and consistently capturing and analyzing customer feedback, you can drive continuous improvement in customer satisfaction and overall business performance.

By following these important considerations when using the VoC template, you can harness the power of customer feedback to make informed decisions, enhance products and services, and ultimately cultivate a customer-centric culture within your organization.


Unlocking Success through VoC Templates: Your Journey Continues

In conclusion, using a well-designed Voice of Customer template can be a game-changer for businesses seeking to improve customer satisfaction, refine strategies, and drive success. By organizing and analyzing customer feedback through the provided template, you can gain valuable insights into customer needs, identify actionable requirements, and prioritize areas for improvement.
Now armed with this powerful tool, we encourage you to embark on your next steps in the experience management path with confidence. By actively listening to your customers and taking meaningful action based on their feedback, you can create exceptional experiences that foster loyalty, growth, and long-term success. Good luck with your endeavors, and may your dedication to the Voice of Customer lead you to new heights of customer satisfaction and business excellence!

Good luck with your next steps in the experience management path! 


Siyavash Heidari

Data-driven, strategic, and innovative digital marketer, experienced in developing and coordinating the online presence of brands across various channels and developing campaigns to increase traffic and drive revenue. Equipped with superior SEO and content marketing skills, organic and paid marketing strategies, and product marketing techniques.