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Voice of the Customer Table Best Practices

In order to develop a holistic view of customer needs, preferences and beliefs, it is important to carry out a thorough Voice of the Customer study. A central part of the Lean Six Sigma process and Quality Function Deployment (QFD) is an exploration of customer needs. While many tools exist to help organizations understand their customers’ needs, one of the best ways to capture these needs in one place is through the use of the Voice of the Customer Table (VOCT).

More about Voice of the Customer Table

Description of Voice of the Customer Table

The Voice of the Customer Table is a template which helps business leaders and managers frame the inputs received through the process of carrying out a Voice of the Customer (VOC) exercise.

Data can be gathered as part of a Voice of the Customer exercise in a variety of ways, including through the conducting of surveys and focus groups. These methods can be helpful in validating what an organization already believes to be true. Other methodologies include the Gemba Walk, a visit to listen to and observe actual customers while they are using a product or service to determine what they are doing (or not doing).

Unfortunately, customers often do not explain their needs clearly or articulately, and business leaders and product designers are left to pick up the pieces to understand what the customer really values. That’s where the Voice of the Customer Table comes in. Once business leaders have gathered enough data and prioritized the needs of their customers, they can work to identify product features that will have the greatest impact for those customers.

Praxie's Online Voice of the Customer Table Tools & Templates

The tools and resources that leaders use to make the most of the Voice of the Customer Table template are sales data, technical customer service reports, warranty & refund claims, user support transcripts, and social media mentions. Get started with our Voice of the Customer Table template.  

How to use it: 

  1. Define your target customer profile.  
  2. List the specific situations that represent the current issues facing the customer.  
  3. Interview customers, stakeholders, or conduct other research.  
  4. Based on your findings, list the stated problem by the customer and the related underlying customer need.  
  5. Identify implications and opportunities.​ 
  6. Create an action plan for completing your VOC table template, including conducting research, interviewing customers, or gathering other information.  
  7. Based on your implications and opportunities, create additional action items to implement your VOC findings.​ 

Unlike most traditional process checklists and problem solving models, Praxie’s online Voice of the Customer Table model tool allows any team or organization to instantly begin working with our web templates and input forms. Our digital platform goes far beyond other software tools by including progress dashboards, data integration from existing documents or other SaaS software, elegant intuitive designs, and full access on any desktop or mobile device.