Upon identifying the sources from where you want to collect your voice of the customer data, you have to decide upon the VoC template you are going to use. This template is very pertinent for the following reasons: 1. To ensure correct data capture 2. See patterns in consumer behavior 3. Notice customer motivations 4. Measure feedback value 5. Product differentiation 6. Service improvement 7. Build business strategies 8. Advertising insights 9. Bridge communication gaps 10. Reduce customer churn 11. Competitive intelligence 12. Brand evaluation x26amp; amplification