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 a simple 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.
Here is a more detailed matrix template in Google Sheets.
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.
