10 Must-Have VoC Survey Questions & How to Get Started

Trying to build the ultimate Voice of the Customer (VoC) program? Get started with these top 10 VoC survey question examples.
Nicole Bansal
Nicole Bansal, July 31, 2023

No matter what industry you’re in, understanding your customers is a must-have. The voice of your customers should guide your business decisions, shaping your products, services, and overall customer experience.

But how do you tap into this invaluable resource? Enter the voice of the customer (VoC) program—a strategic approach that puts your customers' voices at the heart of your company.

A VoC program is a bridge that connects you to your customers. It allows you to collect their feedback, delve into their thoughts and feelings, and uncover their needs and expectations. It’s more than just gathering feedback, though—it's about transforming this feedback into actionable insights that can propel your business forward.

In this blog post, we’ll dive into our top 10 VoC survey question examples that can help you gain a deeper understanding of your customers. But first, let’s review how a voice of the customer survey works.

What is a Voice of the Customer survey?

A voice of the customer (VoC) survey is a strategic tool designed to capture the thoughts, feelings, and experiences of your customers. It's a way to listen to their voices and understand their perspectives about your brand, products, or services.

VoC surveys can be conducted through various channels, such as email, social media, or your company's website, and can include a mix of question types, from multiple-choice to open-ended questions. The versatility of VoC surveys allows you to tailor them to your specific needs and objectives, ensuring you gather the most relevant and valuable insights.

The primary goal of a VoC survey is to gain insights into your customers' needs, expectations, and experiences. This involves understanding what your customers think about your products or services and why they hold these views. For instance, if a customer is dissatisfied with a product, a VoC survey can help you understand the reasons behind this dissatisfaction, enabling you to address the underlying issues and improve the customer experience.

These insights can then be used to inform strategic decisions across your organization. For example, feedback from a VoC survey can guide product development, helping you create products that better meet your customers' needs. It can also inform your marketing strategies, enabling you to communicate more effectively with your target audience. Furthermore, VoC survey insights can help you improve your customer service, ensuring you meet and exceed your customers' expectations.

In essence, a VoC survey is a powerful tool for driving continuous improvement and innovation in your business. It puts your customers at the heart of your decision-making process, ensuring your business remains customer-centric and competitive in the marketplace.

10 VoC survey question examples

Here’s a voice of the customer template with 10 examples of survey questions that can help you gather valuable customer insights:

  1. Brand Perception: What word or phrase comes to mind when you see or hear our brand?
  1. Product/Service Evaluation: How would you rate the value of your purchase on a scale of 1 to 10?
  1. Customer Service Evaluation: Did our customer service help you resolve an issue?
  1. Brand Loyalty: How likely are you to recommend us to a friend or colleague? (Use a scale from 0 to 10, with 10 being extremely likely.)
  1. Customer Satisfaction: How satisfied are you with the service you received?
  1. Product/Service Improvement: What could we have done to improve our service?
  1. Brand Comparison: How does our brand compare to our competitors?
  1. Customer Expectations: What are the most important qualities you look for in a product or service?
  1. Customer Experience: Did you find everything you were looking for today?
  1. Future Business: How likely are you to continue doing business with us over time? (Use a sliding scale from very unlikely to very likely.)

These questions cover various aspects of the customer experience, from brand perception and product evaluation to customer service. They can provide a comprehensive view of your customers' experiences and expectations, helping you identify areas for improvement and opportunities for growth.

Using VoC survey questions effectively

When using these VoC survey question examples, it's important to remember that the goal is to gain insights that can inform your business decisions. Therefore, it's crucial to analyze the feedback you receive and act on it.

For example, if many customers indicate that they're not satisfied with your customer service, this could be an area to focus on for improvement. On the other hand, if customers are highly likely to recommend your brand to others, this suggests that you're doing a good job in meeting their needs and expectations.

How AI can enhance your VoC surveys

While VoC surveys are a powerful tool for understanding your customers, analyzing the data they generate can be a time-consuming and complex task. This is where a tool like Viable comes in. Viable is an AI-powered platform designed to help businesses analyze qualitative data, such as VoC survey responses, quickly and accurately.

Viable uses advanced AI algorithms to analyze your survey data, identify key themes, and extract meaningful insights. It goes beyond simple keyword analysis to provide a full context of your customers' feedback. This means you can understand not just what your customers are saying, but why they're saying it.

One of the key features of Viable is its ability to analyze data from multiple sources. Whether your VoC survey data is coming from Zendesk, Intercom, Front, Delighted, Gong, or even directly from the app stores, Viable can integrate with these platforms and analyze the data they generate. You can even add data from virtually any source via Zapier or import CSV files.

Viable also offers a weekly report of the most important compliments, complaints, questions, and requests from your customers, sorted by volume and urgency. Each theme in the report tracks changes over time and includes a summary, urgency score, product sub-themes, user profiles, and more. This can give you a comprehensive view of your customers' experiences and expectations, helping you identify areas for improvement and opportunities for growth.

Moreover, Viable is designed to be user-friendly and intuitive, making it easy for anyone in your organization to use. There's no need for data science expertise or complex setup – you can start getting insights from your VoC survey data in minutes.

VoC surveys are a great way to better understand how your customers are feeling, and Viable is a powerful tool for taking them to the next level. By using Viable to analyze your survey data, you can gain deeper insights into your customers' needs and expectations, and use these insights to drive better customer experience management.

To see how Viable can help you get the most out of your VoC surveys, start your free trial today.

Nicole Bansal
Nicole Bansal, July 31, 2023
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