Voice of Customer (VoC) Interview Template

This is a basic template that outlines a sample Voice of Customer interview. It gives sample questions to ask as well as some useful suggestions on how to introduce a set of questions as well as how to start and close out the interview.

Section 1: Introduction (5 minutes)

Goal: Build rapport and set expectations.

1. Welcome & Context: "Thank you for taking the time to speak with me. We are constantly trying to improve the experience of our customers, and your direct feedback is the most important part of that process. I’d love to hear about your experience with [Focus Area]."
2. Confidentiality: "Just so you know, I’ll be taking notes, and sometimes recording, but all your comments will be kept confidential and used only for internal improvement purposes."
3. Time Check: "This interview is scheduled for [30 minutes/45 minutes]. Does that still work for you?"

Section 2: General Experience (10 minutes)

Goal: Get the customer talking about their needs and expectations before diving into pain points.

1. "Can you first tell me a little bit about how you currently use [Product/Service]?"
2. "What are you trying to accomplish when you interact with [Specific Process, e.g., our support team / our payment system]?"
3. "Thinking about a great experience you’ve had with a similar service or product, what made it so good?" (This helps uncover desired standards.)
4. "What are the top three things you expect from us when using [Focus Area]?"

Section 3: Deep Dive into the Process (15 minutes)

Goal: Capture detailed, chronological verbatims about friction points and positive moments. (This is where the "Raw VoC" comes from.)

1. "I’d like you to walk me through the last time you [Performed the action related to the focus area, e.g., placed a new order / called support]."
   • Follow-up 1 (Positive): "At what point did you feel things were working best or easiest?"
   • Follow-up 2 (Friction): "Where did you feel the process became confusing, frustrating, or slow?"
2. Pain Point Elicitation: "If you had a magic wand and could instantly change one thing about [Specific step in the process, e.g., the billing screen / the packaging], what would it be?"
3. Impact: "When [the problem] happens, how does that affect your day or your business?" (Understanding impact is key for prioritization.)

Section 4: Wrap-Up and Next Steps (5 minutes)

Goal: Thank the customer and invite final thoughts.

1. Summary: "Thank you. Just to make sure I captured this correctly, the key items you mentioned are [Summarize 2-3 main takeaways/pain points]."
2. Open Floor: "Do you have any final thoughts or suggestions that we didn't cover today?"
3. Close: "Your feedback is incredibly valuable. We use these insights to set strict performance standards for our business. We may reach out again in the future to follow up on the improvements we make."

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