Voice of the Customer Matrix Example
A Voice of the Customer (VoC) Translation Matrix is a tool used to bridge the gap between what a customer says and what your team actually needs to build. It helps strip away the emotion or vagueness of feedback to reveal the technical or operational requirements.
Here is an example of a matrix for a SaaS Mobile App:
How to Read This Matrix
- Customer Verbatim: This is the "raw" voice. It’s often emotional, vague, or focused on a symptom rather than the cause.
- Underlying Need: This is your interpretation of the why. You are looking for the fundamental problem the customer is trying to solve.
- CTQ Requirement: This is the most important column. It translates the need into a measurable, actionable goalthat an engineer, designer, or manager can actually execute.
- Priority: This helps you decide which "voices" to listen to first based on business impact and frequency of the complaint.
Why Use a Matrix Instead of a Simple List?
A standard feedback list just tells you what people hate. A matrix tells you what to do about it. It prevents "feature creep" by ensuring that every technical requirement you add to your roadmap is directly tied back to a specific customer pain point.
