---
title: VOC Translation Matrix
description: "Customers rarely speak in numbers. They say “too slow” or “confusing”. The VOC Translation Matrix turns these statements into measurable targets your project can work with. Watch the short video, then work with the toolkit PDF: it explains the method,…"
url: "https://skillagility.com/de/ressourcen/voc-translation-matrix/"
updated: "2026-10-07"
category: 01 DEFINE
---

# VOC Translation Matrix

Customers rarely speak in numbers. They say “too slow” or “confusing”. The VOC Translation Matrix turns these statements into measurable targets your project can work with. Watch the short video, then work with the toolkit PDF: it explains the method, shows a worked example and gives you a blank template to fill in.

Tool video

The short tool video will appear here.

[VOC-Translation-Matrix_Toolkit_DE](https://skillagility.com/wp-content/plugins/embedpress/assets/pdf/web/viewer.html?&file=https%3A%2F%2Fskillagility.com%2Fwp-content%2Fuploads%2F2026%2F10%2FVOC-Translation-Matrix_Toolkit_DE.pdf#key=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)

## VOC Translation Matrix in short

1. **Collect real statements.** Write down what customers say, word for word, from complaints, surveys or interviews.
2. **Remove the emotion.** Restate each statement as a neutral Customer Requirement.
3. **Find the metric.** Ask: how could we measure whether this requirement is met?
4. **Set a target.** Add a target value and a unit, for example “less than 5 days”.
5. **Check with the customer.** Confirm with real customers that the CTQ captures what matters to them.

Key points

- VOC → Customer Requirement → CTQ.
- A CTQ always has a metric, a target and a unit.
- Use real customer words as your starting point.
- Confirm your CTQs with the customer.

**Related tools:** [CTQ-Tree](https://skillagility.com/en/resources/ctq-tree/) · [Kano Model](https://skillagility.com/en/resources/kano-model/) · [SMART Goals](https://skillagility.com/en/resources/smart-goals/)