Voice of Customer Surveys: Questions, Benefits & Best Practices

Unlocking the secret to exceptional Customer Experiences lies in listening to the Voice of Customers (VoC). Let's learn VoC Survey Questions to gain customer insights and elevate customer experience. 

Voice of Customers (VoC) refers to the feedback provided by customers that describes their needs, expectations, and experience with your products, services, and overall business. This feedback helps you gain insight into your customers, make data-driven decisions, and take feedback-driven actions rather than operating on assumptions about customer insights.

Build your Voice of Customer Survey⭐

Measure Customer Feedback at various touchpoints in your product and use User Insights to delight your customers.

In order to truly understand your customers and their needs through Voice of Customer surveys, you need to ask the right questions that will provide valuable feedback and insights. And that's what we are about to uncover in this article. 

In this blog, we will explore some effective Voice of Customer survey questions, feedback questions examples, and templates to create effective VoC surveys for collecting valuable customer insights.

Table of Contents

• What is a Voice of Customer Survey?
• Voice of Customer Survey Template
• Voice of Customer Survey Questions
  
  • Origin and Purchase Intent VoC Questions
  • Post Purchase VoC Survey Questions
  • Product Feedback VoC Survey Questions
  • Service and Support Feedback VoC Survey Questions
  • Brand Perception VoC Survey questions
  • Customer Loyalty VOC Survey Questions
  • New Product or Feature Testing VoC Questions
  • Competitor Analysis VoC Survey Questions
• Benefits of Conducting Voice of Customer Surveys
• Best Practices to Create Effective VoC Surveys

What is a Voice of Customer Survey?

Voice of Customer Surveys are questionnaires that are shared with the customers to capture their perceptions, preferences, and needs of the brand. The insights can help drive improvements in the experience with the products, services, and overall business. They can offer both qualitative and quantitative data for measuring Customer Satisfaction and identifying the concerns customers have with your business. 

Here are the questions that you can ask depending on your need and the touchpoint at which your customers are.

1. Origin and Purchase Intent VoC Survey Questions

When it comes to understanding your customers' purchasing behavior, it's important to start from the very beginning. That's why origin and purchase intent VoC questions are crucial for gathering insights into how what motivates them to make a purchase. Origin and purchase intent VoC questions are essential for gaining a deeper understanding of your customers and optimizing your marketing and sales strategies.

• How did you first get to know about us?
• Have you previously tried our products or services?
• Are you planning to make a purchase today?
• What are your primary considerations while deciding whether to purchase our product or service?
• What made you decide to purchase our products or services?
• Are you facing any issues while moving forward to make a purchase?
• What stopped you from making the final purchase today?
• Is there anything that can be improved to motivate you to make a purchase?
• How likely are you to make a purchase in the near future?

When and how to use them?

You can ask these questions from the new customers. This will help you know which marketing channels are working for you to bring new customers and which are not so useful. The purchase intent VoC questions can be asked to the customers who are in the earlier stages of their purchase journey. 

2. Post-Purchase VoC Survey Questions

To truly understand your customers and what drove them to make the purchase, it's important to ask the right questions once they've made a purchase. By gathering insights into their motivations, preferences, and intentions before making a purchase, you can gain a deeper understanding of what factors influence their decisions to consider your product or service. So don't be afraid to ask these post-purchase questions as a part of your voice of customer surveys to get to the heart of what your customers really want and need.

• How satisfied are you with your recent purchase experience with us?
• Did you face any issues or obstacles while making a purchase?
• Do you agree that we have enough modes of payment available to make purchases easy?
• Based on your recent purchase experience, would you consider making more purchases with our businesses?
• Based on your recent Purchase Experience, how likely are you to recommend our business to your friends and colleagues on a scale of 0 to 10?
• Would you like to share any special feedback or suggestions regarding our overall purchase process?

When and how to use them?

You should ask post-purchase questions just after the customers have made a purchase. It will help you gauge their purchase experience and what impact that experience has on them. You can ask them at the Thank you page or use a pop-up survey once the product is successfully purchased. 

3. Product Feedback VoC Survey Questions

These questions focus on gathering feedback about the customers’ experience of using your products, their specific features, performance, and overall quality. They provide insights into customers' perceptions, preferences, and suggestions for product enhancements or modifications.

With the right product feedback questions, you can uncover a lot of insights regarding your product. You can ask bug report questions, churn survey questions, feature requests, product-market fit, and much more. Here are some of the common product feedback VoC survey questions you can ask. 

• How satisfied are you with the overall quality of our product?
• How well were you able to achieve your objectives through our product?
• What is your favorite feature or quality of our product?
• Is there any particular feature or aspect of our product that you don’t like?
• Based on your recent experience, how likely are you to recommend our product to your friends and known ones?
• Do you think we can do something to make our product better for you?
• Would you like to share any special experience or suggestions to improve our product?

When and how to use them?

You should ask Product Feedback Questions from the customers who have purchased a product or a product subscription and are using it. The feedback collected through these questions will help you know the performance of your products and thus continuously improve them to enhance Customer Satisfaction. You can ask it in-app at different touchpoints or feature usage. You can also send out quarterly or annually email surveys to gauge their feedback. 

4. Service and Support Feedback VoC Survey Questions

97% of the customers say that their experience with Customer Service is the key factor that influences their decision to make more purchases or being associated with a brand or company.

Service and Support Feedback questions aim to evaluate the level of customer service and support received. They help assess Customer Satisfaction with interactions, problem resolution, and the overall support experience. They help in providing valuable insights for improving customer service operations.

• How would you rate the ease of reaching our service and support team?
• Were you able to talk to our support agents in a timely manner?
• How would you rate the knowledge and expertise of our customer support executive?
• How satisfied are you with the solutions provided by our customer service executive?
• How would you rate the behavior and conduct of our customer service agent?
• How would you rate the overall quality of our service and support?
• Based on the support you just received, how likely are you to recommend our business to your friends and colleagues on a scale of 0 to 10?
• Would you like to share any experience or suggestions regarding our support process?

When and how to use them?

You should ask support and customer service survey questions to the customers who have just interacted with your Customer Service or Support team to seek and support or to make an inquiry. These questions will help you measure their satisfaction with the support process they just went through.

Moreover, when you ask Customer Loyalty questions to know how their experience with your support process has impacted their loyalty, consider using NPS Surveys and open-ended questions to know the reasons for their rating.

5. Brand Perception VoC Survey Questions

These questions delve into customers' perceptions and attitudes toward your brand. They seek to understand how customers perceive your brand image, personality, reputation, and differentiation in comparison to competitors.

• Where did you first hear about our brand?
• Have you seen or heard about our brand in the past three months?
• What comes to your mind first when you think of our brand?
• How would you describe our brand personality or image?
• How would you rate the overall image of our brand in the market?
• Are there any specific qualities or values you associate our brand to?
• Do you think of any particular aspect or shortcoming in our brand where we can improve?
• Do you think there is anything that sets us apart from other brands?
• How likely are you to recommend our brand to your friends and colleagues on a scale of 0 to 10?

When and how to use them?

You can ask these questions from your regular customers. These questions will help you assess the customers' perception of your brand in their minds. You can also help you get an idea about the reputation of your brand in the market.

6. Customer Loyalty VOC Survey Questions

These questions assess customers' loyalty and advocacy towards your brand. They measure factors that contribute to customer loyalty, such as the likelihood of repurchase, recommendation, and emotional attachment to your brand.

NPS Survey methodology is the best to ask these questions and gauge Customer Loyalty to your business. After the 1 to 10 rating questions, it is also advisable to ask follow-up questions to know the reasons behind customers’ negative or positive ratings. This helps to know your strengths and weaknesses and make better decisions to drive Customer Loyalty.

• How likely are you to make purchases with us in future?

• How likely are you to recommend our company to your friends and colleagues on a scale of 0 to 10?

• Do you trust our products and services in terms of quality?

• Have you referred any of your friends or known ones to make purchases from our brand?

• How frequently do you interact with our brand and make purchases?

• What factors contribute to your loyalty and satisfaction as a customer?

• Are there any other products or services or features that you would like us to offer?

• Is there any negative experience that impacted your loyalty and satisfaction with our business?

• Is there anything on which we can improve to earn even greater loyalty from you?

When and how to use them?

You can ask these questions from both frequent buyers as well as new customers who have made one or a couple of purchases. The questions are useful when you want to measure Customer Loyalty or estimate upcoming sales.

7. New Product or Feature Testing VoC Survey Questions

These questions are useful when you launch a new product, a product feature, or an offer. They help you gather feedback regarding those new products or features that you are introducing. By asking these product feature request questions, you can assess customer acceptance, usage intent, satisfaction, and areas for improvement. With these valuable insights, you can measure the success of your new products and services and make effective changes wherever needed to drive success.

• Did you have the opportunity to try our new product with upgraded features?
• To what extent do you agree that the new product features add value to your life?
• How satisfied are you with our new product features?
• Did you face any challenges or issues while using our new product/features?
• Is there anything specific that you love about our new product?
• How likely are you to use our new product in your regular routine?
• Based on your recent experience with our new product/features, how likely are you to recommend our product to your friends and known ones on a scale of 0 to 10?

When and how to use them?

These questions are to be used when you have launched a new product or a product feature. You should ask these questions to the specific customers who have purchased or subscribed to your new product or the a new product feature to know how it is performing and how your customers perceive it.

8. Competitor Analysis VoC Survey Questions

These questions focus on gathering insights about your competitors. They aim to understand customers' perceptions of competitors, strengths and weaknesses, and factors influencing their choices. This provides valuable market intelligence for competitive analysis and strategy so that you can make effective decisions to sustain in the competition.

• What made you choose us over our competitors?
• Who among our competitors would you prefer in our absence?
• Is there anything you think our competitors are doing better than us?
• How would you rate our business, products, services, as compared to other competitors in the market?
• How would you rate the price of our products and services as compared to our competitors?
• How would you rate the quality of our product and services as compared to our competitors?
• Would you like to share any feedback or suggestions regarding our competitive positioning in the market?

When and how to use them?

These questions are best to use in a competitive market to analyze your competitors' strategies and offerings to the customers. 

By utilizing these different categories of VoC survey questions, you can gain a comprehensive understanding of your customers, their preferences, and their perceptions, enabling you to make informed decisions and enhance the overall customer experience.

When you use the above questions and make your VoC Surveys, you are able to conduct effective VoC Surveys. Gathering Customer Feedback and listening to the voice of customers fetches you these benefits.

Let’s learn more about the benefits of conducting a VoC Survey.

1. Enhanced Customer Satisfaction

Voice of Customer Surveys are a powerful tool for businesses to understand their customers' needs and preferences. By collecting direct feedback from customers, companies can identify areas of improvement and take proactive measures to enhance the overall customer experience, ultimately leading to increased customer satisfaction and loyalty. This feedback can also help companies to identify pain points in their products or services and make targeted improvements that align with customer expectations.

By demonstrating a commitment to listening and responding to customer feedback, businesses can build stronger customer relationships and enhance their reputation in the market. Additionally, the data and insights gathered from Voice of Customer Surveys can inform better business decisions, ultimately driving success and growth.

2. Improved your Product or Service

Customer Feedback obtained through VoC Surveys is a crucial tool for businesses to gain insights into their product or service performance. By analyzing this feedback, you can identify areas where your business excels and areas that need improvement. This information is essential for identifying opportunities for innovation and making targeted improvements that align with customer needs and expectations.

For instance, if your customers frequently complain about the quality of your products, you can use their feedback to identify the root cause of the issue and make the necessary changes. This can help you improve the quality of your products and build trust with your customers.

Moreover, analyzing the feedback obtained through VoC Surveys can also help you identify trends and patterns in customer behavior. By understanding these patterns, you can tailor your products and services to better meet your customers' needs and expectations, ultimately leading to increased customer satisfaction and loyalty.

3. Low Customer Churn and High Retention

VoC Surveys help in identifying early warning signs of dissatisfaction and potential customer churn. By promptly addressing customer concerns and acting upon feedback, you can improve the overall Customer Experience, thus building stronger customer relationships. In this way, you can utilize Voice of Customer to improve Customer Retention and reduce churn.

4. Better Goodwill in the Market

Demonstrating a commitment to listening and responding to Customer Feedback enhances a company's reputation and goodwill in the market. Conducting Voice of Customer Surveys not only helps businesses to understand their customers' needs and preferences but also shows that they are dedicated to providing the best customer experience possible.

By taking the time to gather feedback and acting on it, businesses demonstrate that they value their customers' opinions and are committed to continuously improving. This dedication to listening and responding to customers can establish a positive brand image, which leads to better goodwill in the market. So, if you want to create a positive impact in the market, conduct VoC Surveys, listen to your customers, and show them that their opinions matter..

5. Better Business Decisions

Voice of Customer Surveys provide you with actionable data and insights that drive informed decision-making. 

Understanding customer preferences is crucial for any business to succeed. By conducting Voice of Customer Surveys, you can gain valuable insights into what your customers are looking for in terms of products, services, and overall experience. This information can then be used to plan your business strategies accordingly, ensuring that you are aligning with your customers' preferences and meeting their needs.

By taking the time to understand your customers, you can tailor your offerings to better meet their expectations and ultimately drive better outcomes. This includes everything from product design and development to marketing and sales strategies. By incorporating customer feedback into your decision-making processes, you can make more informed and effective decisions that are more likely to resonate with your target audience.

Ultimately, the key to success in any business is to keep your customers happy. By using Voice of Customer Surveys to understand their preferences and needs, you can take proactive measures to enhance their experience and build stronger relationships. This, in turn, can lead to increased loyalty, higher retention rates, and ultimately, better business outcomes. So, if you want to stay ahead of the competition and ensure long-term success, make sure you are listening to the voice of your customers.

Let’s learn some best practices that you should follow while Conducting Voice of Customer Surveys.

Let’s learn how you can follow these best practices to conduct effective Voice of Customer Surveys.

1. Set Clear Objectives

Clearly define the purpose and goals of your VoC survey to ensure that you gather relevant and actionable insights. This helps you stay focused on the specific information you need to collect and the outcomes you want to achieve.

• Clearly define survey goals and objectives.
• Determine how the collected data will be used.

2. Keep your Surveys Simple and Short

Avoid overwhelming respondents with lengthy surveys that can lead to survey fatigue and lower quality responses.

• Simplify your survey design and keep it concise to encourage higher participation and completion rates.
• Use concise and easy-to-understand language.
• Avoid lengthy surveys to maximize participation.

3. Send Surveys at the Right Time

Timing is crucial in capturing accurate Voice of Customer feedback. Send surveys immediately after relevant customer interactions or touchpoints to capture their experiences while they are still fresh in their minds. This increases the likelihood of receiving more accurate and detailed responses.

• Choose a time that aligns with relevant customer experiences.
• Capture feedback immediately after key touchpoints.

4. Avoid Leading Questions

Leading questions can unintentionally steer respondents towards a particular response, compromising the integrity of the data collected. So always use neutral and unbiased language in your survey questions to avoid influencing respondents' answers.

5. Include an Open-ended Question

Incorporate at least one open-ended question in your survey to give respondents an opportunity to provide qualitative feedback and share their thoughts in their own words. This allows for deeper insights and valuable feedback beyond predefined response options.

6. Structure your VoC Survey

Organize your survey questions in a logical and coherent manner. Consider the flow and order of questions, starting with introductory or demographic questions and progressing from general to specific topics. This helps respondents navigate the survey more easily and provides a better overall experience.

• Ask demographic or origin and purchase intent questions first
• Then collect feedback about customers’ purchase experience.
• Ask Product Feedback and Customer Satisfaction questions when the customers have used your product for some days.
• Collect feedback about customer support only at touchpoints like customer interaction, issue resolution, or ticket closure.

7. Use Good Survey Software to create Logical Surveys

Choose a reliable survey software or platform that offers a range of features and functionalities to enhance the survey experience. Look for Voice of Customer Survey tools that facilitate easy survey creation and distribution, and ensure a smooth and efficient process.

• Choose a platform that facilitates creation, distribution, and analysis and is powered by robust features.
• Use features like Skip Logic and Branching to personalize the experience and make your surveys sound logical, and ensure a logical progression and flow in the survey.

Zonka Feedback is one such effective VoC Survey Software that you can use to create powerful surveys to collect valuable Customer Feedback and listen to the Voice of Customers. Powered with advanced features like Skip Logic, Question Branching, and Survey Redirection, it helps you create powerful and dynamic surveys and provide personalized survey experiences to your customers.

With features like real-time feedback alerts and notifications, you can take instant action on customer insights and take feedback-driven actions at the right time to improve Customer Experience, enhance loyalty and satisfaction, and thus grow your business.

It also provides a free trial. Try Zonka Feedback for free for 7 days and see how it helps you to listen to the voice of customers and grow your business.