As a business owner or marketer, you want to ensure that your products or services meet your customers’ needs. One of the best ways to make sure of this is by collecting customer feedback through voice of the customer (VoC) survey questions. However, creating this kind of questions can be a challenging task.
In this blog post, we’ll discuss the benefits of VoC surveys and provide some examples and templates to help you get started.
A VOC survey is a research method that collects customer feedback about their experiences with your business. It typically includes questions about satisfaction levels, areas for improvement, and overall perceptions of your brand.
49% of consumers have left a brand in the past year due to poor customer experience, according to Emplifi. A VOC survey can help you pinpoint trends in customer feedback, enabling you to prioritize your efforts and make improvements that significantly impact user satisfaction.
Additionally, it allows you to collect and analyze interactions from touchpoints in the customer journey. VoC and sentiment analysis tools can collect and analyze these interactions to uncover pain points across the entire journey. The inclusion of an additional sentiment element allows you to gain a deeper understanding of your customers’ emotions.
VoC surveys offer a distinct advantage over conventional customer feedback or satisfaction surveys by providing both quantitative and qualitative perspectives on customer interactions.
Best practices for creating a VOC survey include:
Before creating a VOC survey, ask yourself a series of questions to ensure that you are developing the right kind of voice of customer questions based on your business needs:
Also, consider the length and format of the survey and the types of questions that will likely get the most helpful feedback.
Once you have defined your objectives and audience, you can develop the appropriate survey questions. These may be open-ended or closed-ended questions.
Open-ended questions can provide valuable insights into your customers’ opinions and experiences.
However, closed-ended questions can be easier to analyze, and you can use them to gather quantitative data that’s more straightforward to measure.
Analyzing the survey results and using the insights gained to improve your products, services, and customer experience is crucial. By following these best practices, you will be able to create effective VOC surveys that will provide you with valuable insights into your customer’s needs and preferences.
To design an effective VOC survey, it is essential to include the right questions to elicit insightful and actionable responses. Below we share some examples of effective voice of the customer survey questions. If you’re looking for more feedback or satisfaction survey examples, check out our article with survey questions organized by user journey.
Value-based questions are used to check how the customer sees the product/service based on its usefulness, quality, and overall value. They can be open-ended or close-ended questions and can be asked in various ways, such as asking the respondent to give something a rating of 1— 10 or to describe their experience.
Results-based questions, on the other hand, focus on what happens after a customer has used the product or service. The responses to these questions can help you understand if your product/service has met the desired outcomes of the customers and helped them- achieve their goals.
Brand loyalty questions in VOC surveys are designed to measure the extent to which customers are committed to a particular brand. These questions can include asking customers to rate their level of satisfaction with your brand, their perception of your brand’s quality and value, and their overall impression of the brand.
By analyzing the responses, your business can determine where to enhance your branding, marketing, or customer service strategies to satisfy your customers’ expectations and requirements. Some typical questions include:
One of the key benefits of including customer satisfaction questions in VOC surveys is that they can allow your business to identify areas for improvement. If many of your customers report dissatisfaction with a specific product or service, such as your customer support, you can focus on improving that aspect.
For example, you can improve your customer support service by investing in more training for support staff or streamlining the support process.
Here are some example customer satisfaction questions that you could ask in a voice of customer survey:
Asking follow-up questions on quantitative questions can give you a more complete picture of a particular answer.
Using only a few questions in your voice of customer survey (we suggest a maximum of six), you can get insights into a few key issues, and that’s fine if you want to focus on a limited number of areas.
But to collect more information over time, we suggest using cascading questions. This will allow for a more personalized customer experience and can provide more information to help you analyze the root causes and drivers of issues more accurately. Some common questions include:
Different motives require different methodologies when it comes to VOC surveys. Here’s how you can include the questions above in different voice of the customer surveys:
CES surveys evaluate how easy or difficult it was for customers to interact with you and how much effort they had to put in to resolve their issue. Typical questions include:
CSAT surveys evaluate how satisfied customers are with your brand. They can focus on a specific transaction or on the overall customer-brand relationship to provide a comprehensive understanding of how customers perceive your business. Typical questions you might use on the voice of the customer survey include:
NPS surveys are among the most commonly used surveys for measuring brand loyalty. Common questions include:
By understanding which type of survey best suits your needs, you can gather valuable customer information to make you make informed business decisions.
After conducting a VOC survey, you can use the gathered data to make informed decisions about enhancing your products or services.
Start by analyzing the survey responses to identify any areas where your business can improve in real time. Look for patterns or trends in the data, and create action plans that target the most critical areas for improvement.
Here’s a simple way to analyze VOC data to ensure you and take appropriate action:
Regularly keep track of your action plan’s progress regularly to measure its effectiveness and identify any enhancements necessary to meet your customers’ needs and expectations.
By effectively using your voice of customer survey data, you can implement meaningful changes that will benefit your business.
By asking targeted questions and actively listening to customer responses, businesses can gain valuable insights into their needs and preferences, which can inform their decision-making and drive business success.
To create a compelling voice of the customer survey, it’s essential to follow best practices such as defining clear objectives, selecting the right questions, and ensuring the survey is easy and convenient to complete.
Iustina is a curious copywriter with an analytical mind and a demonstrated history in the advertising industry. She likes mixing words with data and is passionate about human behavior. When she's not at her work desk, you'll probably find her enjoying refreshing tea flavors, spilling stories on paper, or binge-watching true-crime documentaries.
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In this article we compare CSAT and NPS to help you measure customer experience more effectively.
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