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  3. 5 Powerful Voice of the Customer Templates (& Examples)

Article 5 Powerful Voice of the Customer Templates (& Examples)

Lauren Sickel Mar 9, 2022

For SaaS companies, customer feedback is an important way to keep improving products. Voice of the customer (VoC) analysis refers to various feedback tools you can use to gauge customers’ opinions about your products. You can use VoC templates to craft everything from customer surveys to interviews that allow you to have candid conversations with your end users. Their feedback will give you a better understanding of how to improve the features and components of your product so you can continuously improve.

What is a VoC Template?

A VoC template is a checklist or a pre-written list you can use when gathering feedback. This checklist helps you market and refine your existing products and develop new ones specifically with the end user in mind. Understanding the voice of the customer involves gathering and analyzing customer data to improve your products and services to solve common pain points.

Using VoC templates for surveys, email, and other data mining activities lets you gather the right information. You are more likely to generate useful feedback regarding your customers’ experiences with your brand, their expectations, and their opinions.

Think of your VoC templates as a guide for setting goals and asking questions. You can veer off the template in certain situations to gather specific data. In general, sticking with the template helps you tailor your research to your goals, ensuring that you gather the right customer data to improve your product, personalize your marketing, and meet your overall goals.

When to Use a VoC Template

VoC templates are commonly used anytime you need to understand how customers perceive your brand and your products. Use them to identify customer pain points you may be missing and to understand what you do best among the competition.

These templates let you gather data directly from your customers by either asking them directly or scouring day-to-day interactions, comments, survey responses, and other feedback to best serve them. Once you’ve gathered your data, analyze it and use the results to develop strategies for meeting your goals.

You may have noticed a recent increase in customer churn. Or you could be developing a new product and want to make sure it meets your customers’ needs. Alternatively, you may have seen a string of negative product reviews related to customer experience and want to improve them.

5 Voice of the Customer Templates (& Examples)

Use these voice of the customer examples as a starting point to collect customer data and improve your business.

voice of the customer template

1. Day-to-day customer interactions

Listening to customers through the course of everyday business is critical to understanding them more deeply. Whether talking to Sales, Support, Customer Success, or a Professional Services team, customers give businesses important input every day – whether they mean to or not.

To take advantage of these insights, you can create a process around collecting input from teams working on the frontline with customers. This can be a simple process, like a weekly feedback meeting, something you code into your CRM, or an approach that automatically mines all of the conversation data for insights for you.

Make sure to consider all of the different channels where you engage with customers, like calls, email, and chat.

Whatever the approach, you will want to define the questions you are looking to answer. Below are some example questions to gather feedback on a new product feature that just launched:

  • How excited is the customer about the new feature?

  • How effective is the feature at meeting the customer’s goals?

  • How likely is this feature to make the customer stay longer or pay more?

  • How could we make the feature more valuable to the customer?

2. Customer Surveys

A customer survey is one of the most common ways to learn how people feel about your brand. For a VoC survey, draft questions based on specific insights you’re interested in learning about. There are different survey templates available geared toward VoC goals, including identifying your unique value proposition, assessing customer loyalty, and gauging customer experience, among others.

Here are some questions to include on a survey aimed at learning your unique value proposition:

Agree – Disagree scale of 1-7

  • I am satisfied with (company) product quality

  • Quality is important to me when purchasing SaaS product

  • (Company) products are reliable

  • (Company) products usually work as promised

  • (Company) products are a good value for my money

  • I am satisfied with (company) customer service

  • (Company) service staff are fast

  • (Company) service staff are responsive

  • (Company) products meet all my needs

Open-Ended Questions

  • I use (company) products over competitors because (x)

  • What do you know about (company)?

  • What products or services does (company) not offer that you would like to see?

  • How likely are you to recommend (company)?

3. Interviews and Focus Groups

Like customer surveys, interviews and focus groups involve using questions and answers to determine customers' perceptions of your company. These are asked in person, and their purpose is to generate a dialogue you can use to better understand their needs and preferences.

  • If you could change one thing about our product, what would it be?

  • What are your favorite features of our product?

  • Describe your experience with customer service

  • What should we do to improve our service?

For best results, conduct multiple focus groups with different customer segments and target customers. Record all the answers and then analyze the data to see how each target perceives your product as well as how they think it can be improved.

voice of the customer templates

4. Customer Feedback Form

Add a customer feedback form to your website, or make it standard practice to send one after every purchase or key moment in the customer experience.

These forms let you collect data all the time, and they can help you identify potential problems while they’re still easy to solve. Many of these questions will be similar to the customer survey, but they will usually pertain to one transaction.

  • How would you rate your overall experience?

  • How satisfied were you with the purchasing process?

  • Were all of your questions answered to your satisfaction?

  • How satisfied were you with your customer service?

  • What can we do to improve your experience next time?

  • Please provide additional feedback

5. Social Media

Social media is another valuable tool for gaining customer insights. You may not interview and question your customers through social media, but you can look through their comments and reviews to get an idea of how they perceive your brand.

Pay attention to how people are discussing you on the internet. Look through customers’ interactions on your social platforms. Search for other mentions of your brand on social media. Look for patterns in positive and negative reviews.

Getting Started

Conducting voice of the customer research lets you understand what matters most to your customers. Use it to improve your product, provide a delightful customer experience, and even get your marketing messaging right.

If you’ve received negative feedback, use it to fix the parts of your product that are less appealing to your current customers. With VoC research, you can find out how to best serve your customers and improve their experience with your company. It also helps you stand out among your competition and improve customer loyalty. So use these templates to get started on your journey.

Quala can help by mining through all of your day-to-day customer interactions for insight, and getting all of your survey data in one place. Customer context, such as revenue contribution, customer health, and segmentation markers allow you to slice and dice the data however most helpful. Learn more with a free demo today.