What is a Voice of the Customer (VoC) strategy framework?

A Voice of the Customer (VoC) strategy framework is a structured approach for gathering, analyzing, and acting on customer feedback across every stage of the customer journey.

With a robust VoC strategy, companies can uncover what customers truly think, feel, and need, and use those insights to drive better products, experiences, and loyalty.

In a nutshell? This is how you go from “we think” to “we know.”

What’s inside the template?

This framework walks you through a comprehensive, 7-step process for building a scalable and strategic VoC program:

  1. Define objectives – Tie feedback to business goals like revenue growth or operational efficiency.
  2. Design – Map customer journeys and identify critical touchpoints, channels, and feedback types.
  3. Listen – Optimize feedback collection across channels like surveys, support, and CRM tools.
  4. Analyze – Use both qualitative and quantitative data to uncover actionable insights.
  5. Act – Implement tactical and strategic changes based on what customers are saying.
  6. Measure – Continuously assess the impact of your improvements.
  7. Review – Evolve your VoC strategy over time as your business grows and changes.

The template also includes best practices for survey creation, internal reporting, and aligning teams around a unified customer experience strategy.

How to use the template

Here’s how to put the framework into action:

  1. Kick off with clear objectives tied to business impact.
  2. Map your customer journey and choose high-impact feedback points.
  3. Design your listening strategy with the right mix of relationship and transactional surveys.
  4. Collect feedback consistently, and bring in supporting data from tools like your CRM or ERP.
  5. Analyze deeply, using dashboards and team collaboration to find the story behind the data.
  6. Take action fast, both tactically (fixing things) and strategically (reimagining experiences).
  7. Set up regular reviews to ensure your strategy grows alongside your customers.

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Voice of the Customer (VoC) strategy framework

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