Here's an example Voice of the Customer template we use at Kayako. This free report template will help you share your insights and findings throughout your company.

1. Voice of the Customer
Report
January 1, 2017

2. Voice of the Customer Interviews
• List of customer details
• Interview highlights
• Peaks and valleys of the feedback
given
• Link to archived interview and
recording

3. Common win reasons:
• Ease of use
• Customer conversations
• API
• Messenger/live chat
Common loss reasons:
• Competitor
• Pricing
Win/Loss

4. Feature requests
• XX responses in January
• Interesting requests:

5. Dev issues affecting customers

6. Churn Report
• Cancellation reasons summary
• Business need (X)
• Doesn’t have necessary features –
integration (X)
• Not functioning as expected –
bugs/downtime (X)
• Pricing plan types
• $XX MRR lost
• Customer’s reason for cancellation:
• Interview feedback 1
• Interview feedback 2
• Interview feedback 3

7. Get The Voice of the Customer Toolkit
A handy set of templates for customer-driven businesses.
This toolkit will help you:
• Understand customers pain points
• Create stronger product positioning
• Prioritize features in your product