Voice of Customer Program Workbook

Get what your customers tell your team to the people who can fix it, then close the loop with the customer who said it.

Ask your team where customer feedback lives and watch everyone look at each other. Your CSMs hear what's broken on every EBR, renewal call and check-in, and most of it disappears into call notes and team chat threads nobody can find a month later. The customer who told you remembers, though. If they never hear back, they have a story about you, and it isn't a good one.

This workbook runs the whole program in one file. Map every place feedback enters your company and pick two sources to start with. Settle on six to eight categories your whole team tags with, then log each signal with the customer's own words, the account's ARR, who does the work and whether the customer has heard back. The Theme Rollup ranks every category by accounts and ARR for the period you choose, so your ask to Product shows up with the money attached. Intake questions for your CSMs, a routing and cadence plan, a one-page leadership summary, a prompt for pulling themes out of call transcripts with an AI assistant and a health check that scores the five ways VOC programs die round it out. The guide shows you how to stand it up in 30 days.

What's included

• Voice of Customer Program Workbook template in Excel, plus a make-a-copy link for Google Sheets

• 11 tabs: start here, signal map, taxonomy, VOC log, theme rollup, intake questions, routing and cadence, leadership summary, transcript prompt, health check and lists

• 8 starter feedback categories, 10 intake questions for your CSMs and a call transcript prompt you can edit

• A step-by-step PDF guide with made-up examples, a 30-day rollout plan, a one-hour monthly review agenda and the mistakes to avoid

• A Steal This VOC program readiness check

Who it's for

CS leaders and CS Ops who own customer feedback and need Product, Sales and the executive team to act on it.

How it works

Digital download. Your files are ready right after checkout. Open the Excel file, or use the link included with your download to make your own copy in Google Sheets. No physical item will be shipped.

Bundle and save

This template is part of the CS Operating Model Bundle: 9 templates for $89, about half the price of buying them one at a time. Want everything? The Complete Architect Collection has every template in the collection for $299.