Voice of the Customer Matrix in Excel

Use a voice of the customer matrix to gather customer's needs and wants as a basis for establishing objectives.

Example of the Voice of the Customer Matrix

Voice of the Customer Matrix Excel

How to Create a Voice of the Customer Matrix

  1. Enter key customer statements on the left. Rate the importance from 1 (low) to 5 (high).
  2. Identify and enter key business functions along the top.
  3. For each center box, rate the "how" (top) to the "what" (left). Multiply times the importance to get the total weight.
  4. Highest scores show where to focus your improvement efforts.
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