Voice of the customer survey: What is it & why creating it?

Customer satisfaction for businesses today is no longer an option, it’s the lifeblood of success. But how do we truly gauge the perceptions and experiences of our customers?


If you’re looking to get into the minds of your customers without resorting to mind-reading tricks (they’re harder to learn than you’d think), you’re in the right place. The Voice of the Customer surveys are exactly what you need.

The Voice of the Customer (VoC) survey is a direct line to understanding your customers’ wants, needs, and – let’s face it – sometimes their frustrations.

This article covers:

  1. What is the voice of the customer survey?
  2. Why should your company conduct it?
  3. What are the right methodologies?
  4. And some sample VoC questions to ask

What Is the voice of the customer survey?

To understand the voice of the customer survey, you first need to identify what is the voice of the customer.

Customer voices mean what customers think and feel about your products or services. Voice of the customer surveys collect data on various metrics to gauge customer satisfaction, preferences, and opinions.

VoC metrics can include product quality, customer service experience, ease of use, and overall satisfaction.

VoC surveys can gather both quantitative data (numbers) and qualitative data (open-ended responses).

When to conduct a voice of the customer survey?

These surveys are conducted frequently to keep tabs on how customers are feeling over time.

Some companies do them quarterly, while others do them annually. It depends on how often you want to check in with your customers and how much feedback you can handle.

Here are some common times to deploy your VoC surveys:

  • After key interactions: Following a purchase, a customer service call, or even a website visit can provide valuable feedback on those specific experiences.
  • Regularly: Schedule periodic surveys, like quarterly or annually, to gauge overall customer sentiment and track changes over time.
  • During product development: Gather insights early and often to ensure your new product or service hits the mark with your target audience.
  • When you need a pulse check: Let’s say you launch a new marketing campaign or roll out a major update. A Consumer survey can help you understand customer perception and identify areas for improvement.

A sample voice of the customer survey template

A sample voice-of-customer template should include the following components:

1. Introduction: Start with a friendly greeting and a brief explanation of the purpose of the survey.

2. Demographic Information: Include questions about the customer’s basic demographic information such as age, gender, location, occupation, etc.

3. Overall Satisfaction: Ask the customer to rate their overall satisfaction with the product or service on a scale, for example, from 1 to 5 or from very dissatisfied to very satisfied.

4. Specific Feedback: Provide space for customers to give specific feedback on various aspects of the product or service, i.e., features, performance, reliability, customer service, etc.

5. Suggestions for Improvement: Ask customers for any suggestions or ideas they have for improving the product or service.

6. Likelihood to Recommend: Include a question about the likelihood of the customer recommending the product or service to others on a scale or with a yes/no question.

8. Closing: Thank the customer for taking the time to complete the survey and let them know that their feedback will be used to make improvements.

Look into Formaloo’s Voice of the Customer Survey template for a clearer picture of a VoC survey.

Why conduct VoC surveys?

Why conduct VoC surveys?

According to Gartner, simply listening to your customers can boost your upselling and cross-selling efforts by 15-20%. A voice of customer analysis is required to really understand what your customers expect from you.

Here are some reasons why you should conduct VoC surveys:

Reducing churn and retaining customers

Customer churn (when customers leave) can feel like a punch in the gut. With the voice of the customer surveys, you directly ask customers about their needs and preferences.

This knowledge can help you identify areas where you’re falling short and adjust your offerings accordingly.

A study by The Aberdeen Group found that companies investing in VoC programs enjoy higher client retention, employee engagement, and reduced customer service costs.

Nobody likes feeling unheard or unseen, especially unsatisfied customers. VoC surveys demonstrate that you value your customers’ opinions.

This transparency fosters trust and strengthens customer relationships. Building trust is key to customer loyalty, and loyal customers are far less likely to churn.

Gaining competitive advantage

VoC surveys give you the inside scoop on what makes your own offerings stand out from the crowd. It’s like having a spotlight shining on your best features, showing customers why they should choose you over the competition.

You can stay one step ahead of the competition by constantly innovating and improving when you know your customer’s pain points.

Improving product or service quality

Businesses aren’t perfect. Maybe your instructions are confusing, a feature is clunky, or there’s a gap in functionality your customers crave.

VoC surveys help you pinpoint which improvements matter most to your customers, so you can focus your efforts on the areas that will have the biggest impact.

But the benefits go beyond just bug fixes. VoC surveys can also spark brilliant ideas for innovation. When you hear a customer say, “If only it could do X”? That’s when you listen hard.

Strategic decision-making

VoC surveys are like conducting market research on autopilot. They gather real-time intel on customer preferences, buying habits, and even pain points you might not have considered. This intel allows you to make data-driven decisions.

Limited resources are a reality for businesses, especially for startups. VoC surveys help you allocate those resources wisely. Understanding the features and functionalities that resonate most with your customers helps you prioritize investments that deliver the biggest bang for your buck.

For instance, say you’re brainstorming a new product launch. Customer voices can reveal if there’s actually a market for your idea, or if it’s a solution to a problem nobody faces.

Common voice of the customer survey questions

Creating effective surveys hinges on asking the right VoC questions. Here’s a breakdown of key areas to explore, along with the specific voice of customer examples.

Customer satisfaction survey questions

  • On a scale of 1-10, how satisfied are you with our product/service?
  • How likely are you to recommend us to a friend or colleague? (Net Promoter Score)
  • What are the biggest strengths of our product/service?
  • What aspects of our product/service could be improved?
  • Did our product/service meet your expectations?

Customer experience survey questions

  • How easy was it to navigate our website/app?
  • Did you find the information you were looking for on our website/app?
  • How satisfied are you with the speed and performance of our website/app?
  • How helpful and courteous were our customer service representatives?
  • Did our customer service team resolve your issue efficiently?
  • What is your preferred method of contacting customer service (phone, email, chat)?

Feature usage and needs questions

  • Which features of our product/service do you use most often?
  • Are there any features you find confusing or difficult to use?
  • What new features would you like to see added to our product/service?
  • What are your biggest challenges related to [industry your business operates in]?
  • How can we better assist you in achieving your goals?
  • What are some alternative solutions you’ve considered for your needs?

Competitive analysis survey questions

  • When you think of [your industry], what brands come to mind?
  • What are the top reasons you choose our product/service over competitors?
  • How can we differentiate ourselves further from the competition?

Voice of the customer survey methodologies

Voice of the customer survey methodologies

Here’s a rundown of some popular voice of customer tools to help you pick the perfect one for your needs:

  • Focus Groups: You gather a small group of customers and ask them questions about your product or service. It’s great for getting deep insights but can be time-consuming and pricey.
  • Live Chat: Need real-time feedback? Live chat allows you to connect with customers directly as they interact with your website or app. It’s perfect for getting instant reactions to changes or troubleshooting issues.
  • Net Promoter Score (NPS): This handy voice of the customer methodology asks one key question: “How likely are you to recommend us to a friend?” Use NPS feedback when you want a simple, overall measure of customer satisfaction.
  • Customer Satisfaction (CSAT): Sometimes, you just want to know if a customer is happy after a specific interaction. CSAT surveys ask about satisfaction on a scale following a specific purchase or support interaction.
  • Customer Effort Score (CES): CES surveys ask how easy it was for customers to resolve an issue. They help you identify areas where you can streamline processes and make things less frustrating for your customers. The customer effort score essentially shows you how much work customers have to put in to get things done.
  • Customer Experience Surveys: CX surveys delve deeper than a simple “yes” or “no” to capture a holistic picture of your customer’s experience. These surveys target specific interactions, like a recent purchase, a customer service call, or even a website visit. You can identify areas for improvement and ensure your customers have a smooth, enjoyable ride from start to finish.

The best tool for VoC surveys

Now that you know what is the voice of the customer survey, it’s time to choose the right tool to bring your VoC surveys to life. While there are many options available, Formaloo stands out as the all-in-one solution designed to streamline your VoC program.

Formaloo offers a user-friendly interface for building professional surveys in minutes. It has a vast library of question types, and customizable branding, and offers real-time data analysis so you can gather valuable customer insights effortlessly.

Start your free trial with Formaloo today and make your first survey using our voice of the customer survey template or craft your own from scratch.

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Voice of the customer survey: What is it & why creating it?