Thinking you’ve got your customers all figured out without actually listening to them is like trying to hit a bullseye in the dark.
Spoiler alert: It doesn’t end well!
It’s a surefire way to waste both time and precious resources. If you’re in the dark about what your customers expect or want from your product, how can you ever hope to make them happy?
Here is where Voice of Customer, or VoC surveys, turn into your allies. VoC surveys are all about hearing your customers and understanding their likes, loves, and expectations. This feedback is priceless, helping you fine-tune your services and stay in the lead.
In this blog, we’ll talk about why these surveys matter, share some pro tips, answer a few crucial questions, and explore the upsides of getting these surveys right.
But first, let’s get introduced to the art of survey creation through a quick video! (You can ignore this if you are a pro).
How to Create a Survey Using ProProfs Survey Maker
What Is a Voice of Customer (VoC) Survey?
A Voice of the Customer (VoC) survey is a powerful survey method businesses use to gather feedback directly from their customers.
It’s all about listening to what your customers have to say regarding their experiences with your products, services, and overall brand.
The goal? To understand their needs, desires, expectations, and any challenges they might be facing.
By asking the right questions, VoC surveys dive deep into the customer’s perspective, offering insights that might not be visible through other data or analytics.
The feedback collected from the Voice of Customer surveys is both qualitative and quantitative and is mainly used for the following:
- Customer Satisfaction
- Customer Retention
- Customer Behavior Analysis
- Lead Generation
In essence, a VoC survey is like directly conversing with your customers, giving them a seat at the decision-making table. It’s about putting their voices at the heart of your business strategy to create experiences they love and keep coming back for.
Best Voice of Customer (VoC) Questions
Voice of Customer (VoC) questions serve as a crucial tool for understanding customer needs, preferences, and perceptions. By categorizing VoC questions, you can gain deeper insights into various aspects of the customer experience.
Let’s explore each category in detail and provide 10 example questions for each:
1. Awareness and Image Questions
Awareness and image questions aim to assess customers’ familiarity with your brand and how they perceive it. These questions help in understanding the brand’s reputation, positioning, and overall image in the eyes of the customers.
Example Questions:
- How did you first hear about our brand?
- What words or phrases come to mind when you think about our brand?
- How would you describe our brand to a friend?
- What makes our brand stand out to you compared to competitors?
- How would you rate the overall reputation of our brand?
- What emotions do you associate with our brand?
- Which of our brand’s attributes do you find most appealing?
- Do you consider our brand to be trustworthy?
- What improvements could we make to enhance our brand’s image?
- How likely are you to recommend our brand to others based on its image?
2. Communication Questions
Communication questions focus on evaluating the effectiveness of your communication strategies and channels. These questions help understanding how well you convey information, engage customers, and maintain consistency across different communication platforms.
Example Questions:
- How do you prefer to receive communication from our brand (e.g., email, social media, website)?
- How often do you feel adequately informed about our products/services?
- Which of our communication channels do you find most engaging?
- Are there any areas where our communication could be clearer or more informative?
- How would you rate the relevance of the content we provide?
- Do you feel our communication reflects an understanding of your needs?
- Have you encountered any issues with our communication consistency across different channels?
- How likely are you to take action based on the communication you receive from us?
- Do you find our communication personalized to your preferences?
- What improvements would you suggest to enhance our communication effectiveness?
3. Competition Questions
Competition questions aim to gather insights into customers’ perceptions of competitors and their offerings. These questions help in understanding how your brand compares to competitors and what factors influence customers’ decisions between different options.
Example Questions:
- Which competitors do you consider as alternatives to our brand?
- How do you perceive our brand in comparison to our competitors?
- What factors influence your decision to choose our brand over competitors?
- Have you had experiences with our competitors’ products/services? If so, how do they compare to ours?
- Are there any features or attributes offered by competitors that you wish our brand provided?
- How would you rate the value for money our brand offers compared to competitors?
- Do you believe our brand has a competitive advantage over others in the market? If so, what is it?
- Have you ever switched from a competitor to our brand? If yes, what motivated the switch?
- What do you think our brand could learn from our competitors?
- How likely are you to recommend our brand over competitors to others?
4. Conceptual Questions
Conceptual questions explore customers’ perceptions and reactions to new ideas, products, or services. These questions help evaluate the viability and appeal of new concepts and identify areas for improvement before full-scale implementation.
Example Questions:
- What do you think about our latest product/service concept?
- How well does our new concept align with your needs and preferences?
- What features of the concept do you find most appealing?
- Are there any aspects of the concept that you find confusing or unappealing?
- How likely are you to try or purchase our new concept?
- Do you see any potential improvements or enhancements for our new concept?
- How does our new concept compare to existing solutions in the market?
- Would you recommend our new concept to others based on what you’ve seen or heard?
- What concerns, if any, do you have about our new concept?
- How does our new concept fit into your current lifestyle or workflow?
5. Customer-Specific Questions
Customer-specific questions delve into individual customer experiences and preferences. These questions help in personalizing interactions, addressing specific issues, and enhancing overall satisfaction by understanding the unique needs of each customer.
Example Questions:
- Can you describe a recent experience you had with our brand?
- How likely are you to continue doing business with us based on your recent experience?
- Is there a particular product/service that stands out in your interactions with our brand?
- What personalized services or offerings would enhance your experience with our brand?
- How would you rate the level of customer service you’ve received from our brand?
- Have you encountered any challenges or issues while interacting with our brand? If so, please describe.
- What improvements would make you more satisfied with your overall experience?
- Are there any specific features or options you wish our products/services offered to meet your needs better?
- How likely are you to recommend our brand based on your individual experiences?
- What could we do differently to tailor our offerings to your preferences?
6. Decision Questions
Decision questions explore customers’ decision-making processes and factors influencing their choices. These questions help in understanding the key drivers behind purchasing decisions, identifying barriers, and improving the overall decision-making experience for customers.
Example Questions:
- What factors influenced your decision to purchase from our brand?
- How important is price compared to other factors when making a purchasing decision?
- What role do online reviews and testimonials play in your decision-making process?
- Do you typically research multiple options before making a purchase decision?
- How satisfied are you with the choices available from our brand?
- What would make you more confident in your decision to choose our brand?
- Have there been any barriers or obstacles that prevented you from choosing our brand in the past?
- How likely are you to repeat purchases from our brand based on your current experience?
- What additional information or support would assist you in making a decision?
- Do you feel our brand provides enough transparency about our products/services to support your decision-making process?
7. Demographics or Firmographics Questions
Demographics or firmographics questions help in segmenting customers based on various characteristics such as age, gender, income level, industry, company size, etc. Understanding these demographic or firmographic details enables businesses to tailor their products, services, and marketing strategies to specific customer segments.
Example Questions:
- What is your age range?
- What is your gender identity?
- What is your annual household income?
- Which industry do you work in?
- What is the size of your company (in terms of revenue or number of employees)?
- What is your educational background?
- Are you a homeowner or renter?
- What is your marital status?
- How often do you purchase products/services in our industry?
- What is your preferred method of payment?
8. Key Performance Indicators (KPIs) Questions
KPIs questions focus on measuring key performance indicators that are essential for evaluating business success and customer satisfaction. These questions help in tracking metrics that directly impact business growth, profitability, and customer experience.
Example Questions:
- How satisfied are you with the quality of our products/services?
- How likely are you to recommend our brand to others?
- What is your overall satisfaction rating with our customer service?
- How would you rate the ease of use of our website/mobile app?
- How satisfied are you with the delivery/shipping times of our products/services?
- What is your level of satisfaction with the value for money our brand offers?
- How often do you engage with our brand’s content on social media?
- What is your perception of our brand’s reliability and trustworthiness?
- How likely are you to make a repeat purchase from our brand?
- What is your Net Promoter Score (NPS) for our brand?
9. Lead Generation Questions
Lead generation questions focus on capturing potential customer information and preferences to nurture them into becoming paying customers. These questions help understanding the effectiveness of lead generation efforts and optimizing strategies for acquiring high-quality leads.
Example Questions:
- How did you first discover our brand?
- What motivated you to sign up for our newsletter/email list?
- What type of content do you find most valuable for making purchase decisions?
- Are you interested in receiving promotional offers or discounts from our brand?
- Would you be willing to participate in a product/service trial or demo?
- What challenges or pain points are you currently experiencing in your industry or personal life?
- How likely are you to attend a webinar or event hosted by our brand?
- Are you considering purchasing a product/service in the near future? If yes, what is it?
- What information or resources would be helpful for you in the decision-making process?
- Would you like to schedule a consultation or appointment with one of our representatives?
10. Performance Questions
Performance questions assess various aspects of business performance, including operational efficiency, product/service quality, and customer satisfaction. These questions help identify areas of improvement and optimize processes to enhance overall performance.
Example Questions:
- How satisfied are you with the speed and efficiency of our customer service?
- How would you rate the accuracy and reliability of our product/service?
- Have you encountered any issues or difficulties while using our product/service? If yes, please describe.
- How satisfied are you with the response time for resolving issues or inquiries?
- What improvements would you suggest to enhance the performance of our website/mobile app?
- Are you satisfied with the availability of our products/services?
- How well does our product/service meet your expectations?
- Have you experienced any downtime or disruptions in accessing our products/services?
- How would you rate the overall performance of our brand compared to competitors?
- Are there any performance metrics or benchmarks you would like to see us track?
11. Testimonial Questions
Testimonial questions focus on gathering feedback, reviews, and testimonials from satisfied customers to showcase the positive experiences and benefits of your products/services. These questions help in building credibility, trust, and social proof to attract new customers.
Example Questions:
- Would you be willing to provide a testimonial about your experience with our brand?
- What specific features or aspects of our product/service do you appreciate the most?
- How has our product/service helped you solve a particular problem or achieve a goal?
- Can you share a memorable experience you had while interacting with our brand?
- Would you recommend our brand to others? If yes, why?
- How has our product/service positively impacted your life or business?
- What sets our brand apart from others you’ve used or interacted with?
- Can you describe a situation where our brand exceeded your expectations?
- How likely are you to continue using our products/services in the future?
- Is there anything else you would like to add to your testimonial?
12. Website Questions
Website questions focus on evaluating the user experience, functionality, and effectiveness of your website in engaging visitors and driving conversions. These questions help identify areas for improvement and optimize the website to enhance user satisfaction and achieve business goals.
Example Questions:
- How would you rate the overall design and layout of our website?
- Is our website easy to navigate and find information/products/services?
- How satisfied are you with the speed and performance of our website?
- Are you able to complete your desired tasks/goals on our website efficiently?
- What improvements would you suggest to make our website more user-friendly?
- How often do you visit our website?
- What content or features do you find most valuable on our website?
- Have you encountered any technical issues or errors while using our website?
- How likely are you to recommend our website to others?
- What would motivate you to spend more time on our website or return in the future?
I hope this comprehensive questionnaire will enable you to make informed decisions, optimize strategies, and enhance your customers’ overall experience.
Customer Survey Questions to Include in Your VoC Survey
Customer surveys are essential for gathering feedback directly from your customers. Below are questions covering various customer experience aspects to help you better understand their needs, preferences, and perceptions.
1. VoC Questions for Customer Research:
Customer research involves understanding your target audience’s behaviors, preferences, and demographics. These questions help you gather insights to tailor your products, services, and marketing strategies accordingly.
- What is your age range?
- How did you first hear about our brand?
- What factors influence your purchasing decisions?
- How often do you use products/services similar to ours?
- What challenges do you face that our products/services could help solve?
- What sources do you rely on for information before making a purchase?
- What are your preferred methods of communication with brands?
- Are you satisfied with the current options available in our industry?
- What improvements would you like to see in products/services like ours?
- How likely are you to recommend our brand to others?
2. VoC Questions to Conduct Market Research:
Market research involves gathering insights into market trends, customer preferences, and industry dynamics. These questions help you identify opportunities for growth and areas where your brand can stand out.
- What are the main challenges you face in our industry?
- How do you perceive our brand compared to competitors?
- What emerging trends do you see in our industry?
- What do you consider the most important factors when choosing a product/service?
- How satisfied are you with the current offerings in our market?
- What are your expectations for brands in our industry?
- Are there any untapped market segments we should consider?
- How do you think our brand can differentiate itself from competitors?
- What are the key drivers of customer loyalty in our industry?
- How do you think our brand can better serve customer needs?
3. VoC Questions to Learn About Competitors:
Understanding competitors’ strengths, weaknesses, and strategies helps you refine your own offerings and competitive positioning. These questions provide insights into how customers perceive and interact with competitors.
- Have you used products/services from our competitors? If so, which ones?
- How would you rate our brand compared to competitors in terms of quality?
- What do you think our competitors do better than us?
- What features or benefits do you admire in competitors’ products/services?
- How do you think our brand can outperform competitors?
- What factors would influence you to switch from a competitor to our brand?
- What do you consider the biggest strengths of our competitors?
- How do you think our brand can better meet customer needs than competitors?
- What do you value most in products/services offered by our competitors?
- How likely are you to recommend our brand over competitors to others?
4. Customer Satisfaction VoC Questions for Understanding Customer Expectations:
Customer satisfaction is crucial for retaining customers and fostering loyalty. These questions help you understand whether your brand meets customer expectations and how you can improve.
- How satisfied are you with your overall experience with our brand?
- Were your expectations met during your recent interaction with our brand?
- What do you expect from a brand like ours?
- How likely are you to continue purchasing from our brand?
- What could we do to improve your satisfaction with our products/services?
- Are there any areas where we fell short of meeting your expectations?
- What aspects of our brand do you value the most?
- How does our brand compare to your ideal brand experience?
- What improvements would make you more likely to recommend our brand to others?
- What additional services or features would enhance your experience with our brand?
5. VoC Questions to Collect Product Feedback:
Gathering feedback on specific products or services helps you identify areas for improvement and innovation. These questions provide insights into product performance, usability, and desired enhancements.
- How satisfied are you with the quality of our product/service?
- What features of our product/service do you find most valuable?
- Have you encountered any issues or challenges while using our product/service?
- How likely are you to repurchase our product/service?
- What improvements would you suggest to enhance our product/service?
- How does our product/service compare to similar offerings in the market?
- What additional features would you like to see in our product/service?
- How satisfied are you with the pricing of our product/service?
- Would you recommend our product/service to others? Why or why not?
- How likely are you to continue using our product/service in the future?
6. VoC Questions to Measure Customer Experience:
Measuring customer experience helps you identify areas of strength and areas needing improvement across various touchpoints. These questions provide insights into customer satisfaction, loyalty, and overall brand perception.
- How satisfied are you with your experience on our website/mobile app?
- Did our customer service team meet your expectations?
- How would you rate the ease of navigating our website/mobile app?
- Were you able to find the information you were looking for?
- How satisfied are you with the checkout process?
- What improvements could we make to enhance your experience with our brand?
- How likely are you to recommend our brand to others based on your experience?
- How satisfied are you with the responsiveness of our customer service team?
- What could we do to make your experience with our brand more enjoyable?
- How well does our brand meet your needs compared to your expectations?
7. VoC Questions to Gauge Brand Loyalty:
Understanding brand loyalty helps you identify your most loyal customers and strengthen relationships with them. These questions provide insights into customer advocacy, repeat purchase behavior, and likelihood of recommendation.
- How likely are you to continue purchasing from our brand?
- Would you recommend our brand to friends or family members?
- How satisfied are you with the overall value provided by our brand?
- How likely are you to choose our brand over competitors in the future?
- How often do you purchase from our brand compared to others?
- What motivates you to remain loyal to our brand?
- How likely are you to recommend our brand based on your recent experience?
- What could we do to increase your loyalty to our brand?
- How likely are you to switch to a different brand if it offers similar products/services?
- How satisfied are you with the level of service provided by our brand compared to others?
8. VoC Questions to Collect Customer Feedback on Customer Service:
Gathering feedback on customer service interactions helps you identify areas for improvement and ensure customer satisfaction. These questions provide insights into responsiveness, helpfulness, and overall satisfaction with customer service.
- How satisfied are you with the responsiveness of our customer service team?
- Did our customer service team address your concerns to your satisfaction?
- How would you rate the professionalism of our customer service representatives?
- Were you able to reach our customer service team easily?
- How satisfied are you with the resolution of your issue or inquiry?
- What improvements could we make to enhance our customer service?
- How likely are you to contact our customer service team?
9. VoC Questions to Test New Products and Features:
Testing new products and features allows you to gather feedback before full-scale implementation, ensuring they meet customer needs and expectations. These questions help you understand customer perceptions, preferences, and suggestions regarding new offerings.
- How interested are you in trying out our new product/feature?
- Based on the description provided, how likely are you to use our new product/feature?
- What features of our new product/feature are most appealing to you?
- How does our new product/feature compare to similar offerings in the market?
- Do you have any concerns or reservations about our new product/feature?
- How likely are you to recommend our new product/feature to others?
- What improvements would you suggest to enhance our new product/feature?
- How would you rate the value proposition of our new product/feature?
- Would you be willing to pay for our new product/feature? If yes, how much?
- How likely are you to continue using our new product/feature in the future?
Why Are Voice of Customer Surveys Important?
Ever wondered why major companies like Amazon or Apple are constantly asking for your feedback? It’s not just to fill your inbox with surveys. It’s because they understand that knowing what their customers want, need, and love is the key to staying ahead in the game.
Consider this: You’re a savvy shopper on the hunt for a new smartphone. You’re bombarded with options, each promising to be the next big thing. But how do you decide? You turn to reviews, customer ratings, and feedback from fellow users, right? That’s the power of the customer voice in action.
That’s where VoC surveys come into play. They’re not just questionnaires; they’re your direct line to understanding your customers’ thoughts, feelings, and experiences. And in today’s hyper-competitive market, listening to your customers isn’t just good practice – it’s essential for survival.
So, let’s dive deeper into why VoC surveys are the cornerstone of customer-centric businesses and how they can propel your own success.
- Customer-Centric Approach: VoC surveys help businesses adopt a customer-centric approach by putting the customer’s voice at the forefront of decision-making. By listening to what customers have to say, businesses can align their strategies with customer expectations.
- Identifying Pain Points: VoC surveys allow businesses to identify pain points and areas for improvement in their products, services, and overall customer experience. By addressing these pain points, businesses can enhance customer satisfaction and loyalty.
- Understanding Customer Needs: VoC surveys provide valuable insights into customer needs, preferences, and behaviors. This understanding enables businesses to tailor their offerings to meet customer expectations better, ultimately driving customer loyalty and retention.
- Driving Innovation: By soliciting feedback from customers, VoC surveys can inspire innovation and the development of new products or features that address unmet customer needs. This proactive approach helps businesses stay ahead of the competition and delight customers.
- Measuring Customer Satisfaction: VoC surveys help businesses measure customer satisfaction and track changes over time. By monitoring satisfaction levels, businesses can identify trends, successes, and areas for improvement, allowing for continuous enhancement of the customer experience.
- Enhancing Brand Reputation: Listening to customer feedback and acting upon it demonstrates a commitment to customer satisfaction and quality. This can enhance brand reputation and build trust among customers, leading to positive word-of-mouth and increased referrals.
- Driving Business Growth: Ultimately, VoC surveys contribute to driving business growth by improving customer retention, increasing customer lifetime value, and attracting new customers through positive reviews and recommendations.
Best Practices When Creating Voice of Customer Surveys
Tracking blind spots and addressing customer pain points enables you to improve customer satisfaction, and Voice of Customer (VoC) surveys are the easiest way to capture both qualitative and quantitative data.
As straightforward as it may seem, the process can become overwhelming, particularly when creating VoC surveys for the first time.
However, here are some tips that I follow while creating my surveys, and I hope this will simplify your task:
- Set Clear Goals: Think about what you want to achieve with your survey. Are you trying to figure out why customers are leaving, or maybe what they love most about your service? Being clear about your goals will help shape your questions.
- Keep it Simple: Short and sweet is the way to go! Nobody likes a survey that feels like a novel. Keep your questions straightforward to get more responses.
- Utilize Multiple Question Types: Mix it up a bit! Throw in some yes or no questions along with open-ended ones to get a variety of responses. It keeps things interesting!
- Choose the Right Tool: Make sure you’re using a survey platform that fits your needs. You want something that’s easy to use and can handle all the data you’ll be collecting.
- Time it Right: Strike while the iron’s hot! Send out your surveys right after your customers have interacted with your brand. Fresh feedback is the best feedback!
- Offer Incentives: Everybody loves a little something extra! Throw in a discount or a coupon to thank your customers for taking the time to fill out your survey.
- Avoid Leading Questions: Keep things neutral. You want honest feedback, so don’t nudge your customers towards a certain answer.
- Begin with Overall Rating: Start things off on the right foot by asking for an overall rating. It’s an easy way to get a feel for how your customers are feeling.
- Include Free-form Text: Give your customers a chance to speak their minds! Adding a space for comments lets them share any thoughts or suggestions.
- Express Gratitude: Wrap things up with a big thank you! Let your customers know you appreciate their time and feedback. It goes a long way!
Questions to Ask Yourself Before Sending Your Voice of Customer Survey
Before you hit that “send” button on your Voice of Customer (VoC) survey, take a moment to ponder these questions to ensure that your survey hits the mark:
What’s My Goal Here?
Before diving in, think about what you hope to achieve with this survey. Are you trying to boost customer satisfaction, gather feedback on a new product, or maybe uncover why customers are dropping off? Having a clear goal will guide the entire process.
Who’s My Audience?
Consider who you’re sending this survey to. Are they long-time customers, first-time buyers, or maybe even former customers? Tailoring your questions to your audience will get you more relevant and insightful responses.
Am I Asking the Right Questions?
Take a good look at your survey questions. Are they clear, concise, and relevant to your goal? Avoid jargon or overly complicated language that might confuse your respondents. Keep it simple and to the point.
Have I Checked for Bias?
Bias can sneak into surveys without us even realizing it. Make sure your questions are neutral and don’t lead respondents towards a particular answer. You want honest feedback, after all!
Is the Timing Right?
Timing is everything! Are you sending your survey at a time when your customers are most likely to respond? Consider factors like time of day, recent interactions with your brand, or even seasonal trends.
Have I Made it Easy to Respond?
Nobody likes a survey that feels like a chore. Is your survey easy to complete? Keep it short, sweet, and user-friendly to encourage more responses.
What Will I Do with the Feedback?
Think ahead to what you’ll do with the feedback you receive. How will you analyze the data? What changes or improvements might you make based on the insights you gather? Having a plan in place ensures your survey isn’t just a one-and-done deal.
Am I Expressing Gratitude?
Last but not least, don’t forget to say thank you! Let your customers know you appreciate their time and input. A little gratitude goes a long way in building goodwill and keeping them coming back for more.
Understand Your Audience Better with Voice of Customer Surveys
Becoming the customer’s favorite takes effort. When it comes to Voice of the Customer Surveys, don’t rush into things hastily—they take time. Remember, surveying customers and actively listening to their feedback isn’t a quick fix; it’s a long-term strategy that requires ongoing attention.
By now, you understand the importance of proactive listening and how it benefits your business. Your success largely hinges on how satisfied your customers are with your services. Voice of Customer (VoC) Surveys are your go-to for understanding customer satisfaction levels. If those levels aren’t up to par, it’s a sign that you need to take action to bridge the gap and find solutions.
Keep in mind the importance of getting the VoC survey right. If it’s not implemented correctly and on time, you risk gathering inaccurate or unhelpful data, which can waste time and resources and lead to poor VoC scores.
So, make sure you use VoC techniques that capture customer data in real time without any errors or delays. ProProfs Survey Maker tool ensures you collect original data and analyze it efficiently. Plus, it offers ready-to-use survey templates to make your job easier.
Learn More About Voice of Customer Survey Questions
Why do you need a Voice of Customer Survey?
A VoC survey helps you understand customer needs, preferences, and experiences, leading to improved products, services, and overall customer satisfaction.
What are the different techniques for collecting VoC data?
Techniques include surveys, interviews, focus groups, social media monitoring, feedback forms, and customer observation, each offering unique insights into customer opinions and behaviors.
How do you create a Voice of Customer Survey?
To create a VoC survey, define your objectives, select the right questions, keep it simple and relevant, utilize a mix of question types, choose the right survey tool, and ensure timely distribution to capture fresh feedback.
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