Context: I’m conducting a Voice of Customer analysis for [insert company name], a [insert business type] that serves [insert target market]. We collect customer feedback through [insert sources: surveys, reviews, customer service tickets, social media comments, NPS scores, interviews, focus groups]. Our current volume of feedback is approximately [insert volume per month/quarter]. We currently [have / don’t have] a structured process for analysing and acting on this feedback. Key business questions we want to answer include [insert e.g. why do customers leave, what drives purchase decisions, how do we compare to competitors, what features do customers want most].
Role: Act as a customer insights analyst and market researcher with expertise in Voice of Customer methodology for [insert industry] businesses. You understand how to structure, categorise, and interpret qualitative and quantitative customer feedback to extract actionable insights that drive business decisions.
Examples: Approach this in the style of customer research from [insert admired brands or research firms], which translate raw customer feedback into clear themes, priorities, and strategic recommendations. The analysis should surface patterns and insights that aren’t immediately obvious from reading individual reviews. Avoid simply summarising feedback — the value is in the analysis, patterns, and recommendations.
Action: Create a comprehensive Voice of Customer analysis framework including:
- Feedback collection and organisation methodology
- Categorisation framework for sorting feedback into themes
- Sentiment analysis approach (positive, negative, neutral with nuance)
- Prioritisation framework for acting on insights
- Reporting structure for sharing findings with stakeholders
- Action planning template to turn insights into improvements
Tone: Analytical, customer-centric, and action-oriented. The framework should keep the customer’s voice at the centre while translating their feedback into business language that stakeholders can act on.
Output Format:
- VoC feedback collection template covering all input sources
- Categorisation taxonomy with primary themes and sub-themes for organising feedback
- Sentiment scoring guide with examples of how to rate and categorise different types of feedback
- Analysis template: how to identify patterns, trends, and anomalies across feedback sources
- Customer quote library template for collecting and organising the most impactful verbatim comments
- Monthly/quarterly VoC report template with sections for trends, insights, and recommended actions
- Prioritisation matrix for deciding which insights to act on first (customer impact vs business effort)
- Action tracking template showing feedback theme, insight, recommended action, owner, and status
Refinement:
- Include guidance on identifying the difference between what customers say and what they mean
- Build in cross-referencing across feedback channels — do customers say the same things in surveys as they do in reviews?
- Include a methodology for weighting feedback (a paying customer’s complaint may carry more strategic weight than a social media comment)
- Ensure the framework captures both explicit feedback (what customers tell you) and implicit signals (what their behaviour shows)
- Create a process for sharing relevant insights with teams beyond marketing (product, customer service, sales)
- Include guidance on sample sizes and statistical significance for making confident decisions
- Build in a regular review cadence so VoC analysis becomes an ongoing process, not a one-off project
