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How to effectively use the Voice of Customer Template in 2024

As we navigate through 2024, the business world continues to emphasize the importance of customer-centricity. In this landscape, Voice of Customer (VoC) templates have become indispensable tools for businesses to understand their customers’ needs, preferences, and experiences. These templates not only facilitate effective feedback collection but also guide businesses in making informed decisions. This comprehensive guide explores the intricacies of VoC templates, demonstrating how they can be effectively utilized to capture, analyze, and act on customer feedback for enhanced business strategy and customer relationship management.

Understanding Voice of Customer (VoC) and Its Importance

VoC is a strategic approach to gathering and interpreting customer feedback. Businesses need to connect with their customers and understand their experiences on a deeper level. VoC provides insights into customer expectations and preferences, enabling businesses to align their products, services, and customer experiences with customer needs, ultimately leading to improved satisfaction and loyalty. VoC data becomes the driving force behind customer-centric business strategies, influencing everything from product development to marketing and customer support.

Read more: Voice of the Customer Analytics: A Complete Guide

Step 1: Selecting the Appropriate VoC Template

The first step in leveraging VoC effectively is choosing the right template. The template should resonate with your business goals and the nature of the feedback you seek. For a diverse customer base, a multi-faceted template that addresses various aspects such as product satisfaction, customer service experience, and overall brand perception might be ideal. For instance, a multinational e-commerce company may use a comprehensive VoC template that encompasses different aspects of online shopping experiences across various demographics and regions.

Download our free VoC template.

Step 2: Tailoring the Template for Targeted Insights

Customization of the VoC template is key to obtaining relevant insights. It involves modifying the template to ask the right questions that resonate with your specific audience and business context. For a technology firm, this could mean including questions about the usability of a new software feature. In contrast, a hospitality business might focus on aspects like room amenities and check-in process efficiency. Customizing questions ensures that the feedback collected is both specific and actionable, leading to more precise improvements in customer experience and product quality.

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Step 3: Strategically Distributing the VoC Template

The distribution of your VoC template plays a crucial role in the quality and quantity of feedback received. It’s important to choose channels that are most frequented and preferred by your target audience. An online retail business might integrate the VoC survey at the checkout page or send it via email post-purchase, while a B2B company might incorporate it into quarterly business reviews with clients. This ensures higher engagement and more valuable responses.

To set up and distribute VoC survey in Eclipse AI:

  1. Sign Up: Register at for a 30-day free professional trial, followed by an optional free-forever version.
  2. Create Survey: Design your VoC survey using the intuitive in-app survey tool.
  3. Share & Collect: Distribute your survey and gather responses.

Step 4: In-depth Analysis of VoC Data

After collecting responses, the next critical step is analyzing the VoC data. This involves looking for patterns, trends, and insights that can inform business decisions. A healthcare provider, for example, might analyze patient feedback to improve appointment scheduling processes or patient care practices. Advanced analytical tools and techniques can be employed to dissect this data, revealing customer pain points, preferences, and areas of delight.

Read more: Voice of the Customer Analytics: A Complete Guide

Step 5: Implementing Strategic Changes Based on Insights

The true value of VoC lies in how the insights are used to make strategic improvements. If customer feedback indicates a demand for additional product features, a software company might allocate resources to development in these areas. Similarly, if a retail chain receives feedback about customer service inconsistencies, it might invest in staff training programs to ensure a uniform customer experience across all locations.

Step 6: Continuous Feedback Loop for Ongoing Improvement

VoC is not a one-time activity but a continuous process of improvement. Regularly updating your VoC strategies and templates based on new insights ensures that your business remains aligned with evolving customer needs. For instance, an automobile company might periodically revise its VoC approach to stay in tune with changing consumer preferences and technological advancements in the industry.

Read more: Top 10 Voice of the Customer Best Practices


The effective use of VoC templates is critical for businesses to stay competitive and customer-focused. By integrating VoC data into every aspect of business strategy, companies can ensure they are consistently meeting and exceeding customer expectations. This not only fosters customer loyalty but also drives business growth and innovation.

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