11 Voice of Customer Templates and Examples

Collecting the right customer feedback, which helps you build better products, improve retention, or fix broken experiences, is where most teams struggle.

You send out surveys, ask a few open-ended questions, maybe even throw in an NPS score. But what comes back is vague, inconsistent, and often impossible to act on. Sound familiar?

The problem isn’t your customers. It’s your framework. It’s your framework. That’s why we put together these 11 ready-to-use Voice of Customer (VoC) Templates and Examples, so you can start capturing meaningful insights and drive better decisions. Whether you are a product manager, product marketer, or customer success lead, these templates and examples will help you create a Voice of the Customer Framework.

What is Voice of Customer (VoC)?

Voice of Customer (VoC) refers to the process of collecting and analyzing customer feedback to understand their needs, expectations, preferences, and experiences, to improve products, services, or the overall customer experience.

It helps answer questions like:

• What do customers think about your product?
• Where are they experiencing friction?
• What features do they want most?

Importance of Voice of Customer (VoC):

Voice of Customer (VoC) is critical for building customer-centric products and delivering an exceptional customer experience. By systematically capturing customer feedback through surveys, interviews, and in-app tools, businesses can uncover pain points, identify opportunities for improvement, and align product development with real user needs.

Writing a strong VoC program not only improves customer satisfaction and loyalty but also reduces churn and increases retention. Whether you're launching a new feature or refining your onboarding flow, Voice of Customer insights provide the actionable data teams need to make smarter, faster decisions.

How to Build an Effective Voice of Customer (VoC) Program

Building a high-impact Voice of Customer (VoC) program goes far beyond sending a few surveys. It requires a deliberate system grounded in clear objectives, organizational alignment, and consistent execution. Here are the foundational elements every effective VoC strategy must include:

• Clear Goals: Know what you're trying to improve, onboarding, churn, NPS, and product priorities, and track it.
• Multi-Channel Feedback: Don’t rely on just email. Combine in-app surveys, website widgets, and post-interaction feedback. Tools like Marker.io and SurveyMonkey make this easy.
• Leadership Buy-In: VoC only works when leaders support it. It needs visibility, budget, and a clear place in decision-making.
• Cross-Functional Ownership: Product, CX, support, and marketing all play a role. Assign ownership and build a rhythm for reviewing insights.
• Close the Loop: Feedback without follow-up is wasted. Let customers know they were heard, and show the team what’s changing because of it.

11 Voice of the Customer (VoC) Templates & Example

1. In-App Surveys

Understand what exactly your users want while they are using your application. There are multiple ways to enable this type of survey in your application. You can ask users at different touchpoints if something went wrong or if some feature they expected was missing.

You can ask questions like:

1. What’s on your mind?
2. What feature do you want us to build for you?
3. With identifiable contacts, conditional logic to alter these surveys when they need to be altered

you can check out some of our Survey templates to quickly get started

2. Net Promoter Score (NPS) + “Why?”

Measure loyalty and advocacy, pair the 0–10 score with a qualitative follow-up to capture deep insights. You can ask questions like:

1. How likely are you to recommend us to a friend?
2. Why did you choose that score?
3. What’s the one thing we could improve?

We also provide an in-built question type with Formbricks to make it easy for you. Here is a calculator that can also help calculate the Net Promoter Score

3. Customer Satisfaction Score (CSAT)

A quick way to gauge overall happiness with your product, service, or experience, often used after interactions. You can ask something like:

1. How satisfied are you with your Example Product experience?
2.  Is there anything we can do to improve your experience?

4. Trial Exit Survey

Find out why free users didn’t convert, pricing concerns, lack of features, unclear value, or poor UX. Again, asking simple questions and simple

1. Why did you stop your trial?
2. Is it expensive? How about a 20% discount?

All of these things make your customers feel heard. The conditional logic allows you to customize those things and make it personalized for the users, and give them the answers they want to hear without any manual intervention. Play around with our trial exit to get a better understanding

5. Social Listening

Go beyond surveys by listening to what users say about you on X, Reddit, LinkedIn, etc. These unfiltered opinions often reveal what structured surveys miss.

• Brand mentions (positive, neutral, negative)

• Competitor comparisons

• Feature praise or complaints

• Use a Tool (e.g., Brand24, Mention)

  Monitor for keywords, sentiment, and trends.

• Tag Common Topics

  Like “Pricing,” “Performance,” and “Customer Support.”

• Quote in Internal Reports

  Share the voice of real users during team meetings.

A tool that can be used for this is F5Bot. It notifies you every time someone mentions you in Reddit, Hacker News, or Lobsters

6. Feature Request & Prioritization Survey

Let users guide your roadmap by collecting feature ideas and ranking priorities. Best done quarterly or after major releases.

You can ask questions like:

1. What’s the #1 feature we’re missing?
2. How would this feature help you?
3. How critical is this to your workflow?

• Kano-style Categorization

  Classify feedback into must-haves, delighters, etc.

• Upvote System or Score-Based Ranking

  Prioritize based on demand and urgency.

• Notify Users When Built

  Close the loop to show their voice matters.

7. Onboarding Feedback Survey

Detect friction and knowledge gaps early in the user journey. Trigger this after day 3, 7, or 14 of account creation. Try asking the following questions:

• Segment by Role or Use Case

  Tailor questions to specific customer types.

• Track First-Week Drop-Offs

  Combine feedback with usage metrics.

• Create 30-60-90 Day Learning Plans

  Adjust onboarding content based on feedback.

8. Churn Reason Survey

When a user cancels their subscription or deletes their account, don’t just say goodbye, ask why. This feedback can directly inform pricing, UX improvements, or missing features.

You can ask:

• Why did you cancel your subscription?
• Was there something missing in the product?
• Would you consider coming back if [problem] were resolved?

Check out our Churn Feedback Template to retain more users and reduce churn.

9. Post-Support Feedback Form

Immediately after a live chat, call, or ticket resolution, ask users how it went. This helps you improve your support experience and close the feedback loop.

Ask:

• How satisfied are you with the support you received?
• Was your issue resolved?
• Do you have suggestions to improve our support?

Combine this with CSAT or CES (Customer Effort Score) to understand how seamless the experience felt.

10. Customer Interview Framework

One of the most powerful ways to capture qualitative feedback is through structured user interviews. Unlike surveys, interviews allow for rich conversations, follow-up questions, and real emotional insights.

Structure your interviews like this:

• Start with context: How did you discover us? What problem were you trying to solve?
• Dig into experience: What’s your day-to-day workflow like? Where does our product fit in?
• Explore improvements: What’s one thing that frustrates you? What do you wish we did better?
• Close with future needs: What are your biggest challenges for the next 6 months?

11. Product Usage Analytics + Session Replays

Not all feedback is verbal. Sometimes, the best way to understand what customers are trying to say… is to watch what they do.

Tools like PostHog let you:

• Watch real session replays to see where users rage-click or get stuck
• Identify drop-off points in onboarding or checkout flows
• Heatmap popular areas of your UI to guide prioritization
• Combine with in-app events to quantify frustration or delight

This behavioral feedback fills in the gaps that surveys and interviews might miss, especially for users who don’t speak up.

Ready to Build Your Voice of Customer (VoC) System?

These 11 Voice of Customer Templates and Examples are ready-to-use and fully customizable. Whether you’re trying to reduce churn, boost retention, or improve product-market fit, the key is consistent, structured feedback.

Start building your own VoC system today with Formbricks Templates →