Voice of the Customer (VOC) Template

Most B2B SaaS companies say they are focused on their customer. But in practice, very few do a good job at capturing the voice of their customers and doing anything impactful with the information.

What is the voice of the customer (VOC)? It's feedback from your customers in their own words about your product. Which can then be translated into product issues and specified as product requirements to fix the issues.

The information gathered through the VOC framework is also valuable in informing how you market and sell your products.

2 years after I joined our venture-backed, B2B SaaS company, we hired a team of smart product leaders with ivy league educations. But instead of building what the customer wanted, they thought they knew better and built something completely different.

This is known as the Steve Jobs syndrome. When really smart people believe they know what the customer needs more than the customer.

There are very few product visionaries that can actually pull this off. Steve was one of them. The people we hired were not.

That's where my Voice of the Customer (VOC) Template can help you.

Add this database to your cart and checkout. You will instantly receive a link to access the Google Sheet. The worksheet includes the following tabs:

• Instructions: instructions on how to use this template most effectively.
• Voice of the Customer Survey Template: these are the customer data points I gather and the survey questions we ask.
• Voice of the Customer (VOC) Template: use this blank template to input your survey responses, public reviews, support tickets, etc.
• Voice of the Customer (VOC) Example Results: this is an example of what select VOC inputs look like. The next part is prioritizing them to inform your organizational priorities.

• BONUS Go-to-Market Checklist: a step by step list of activities to complete when going to market with a new product.

Here's how you can avoid building products your customers don't want, and better market and sell your product using the language from your customers:

1. Collect your customer feedback from relevant primary resources (use the survey for this, 3rd party reviews, support tickets, etc.).
2. Add your customer feedback to the VOC grid.
3. Interpret the verbatim feedback by defining the issue and the requirement.
4. Go back to your customers to confirm alignment and understanding.
5. Determine how you will prioritize the biggest opportunities to better serve your customers.

We used this framework religiously on the marketing side for identifying acquisition channels, improving positioning, clarifying value propositions, identifying product evangelists and many more use cases.

Click “Add to Cart” on the right and then checkout. You will receive a link to the Google Sheet to access your copy of the VOC template. You can also download as an excel template after making a copy.

Below, you can access more templates for go-to-market executives at venture-backed, B2B SaaS companies:

• Brand Guidelines Template
• Go-to-Market Org Chart Template
• Marketing Budget Template
• VP of Sales & Marketing Template Bundles