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A Comprehensive Guide to Voice of the Customer (VOC) Surveys

What is the Voice of Customer Survey

The Voice of Customer Survey (VoC) is a way to get feedback from customers, clients, and other stakeholders about your product or service. The survey asks questions about your product, what they like and don’t like, and how they feel it can be improved. The survey can be conducted in person, over the phone, or online.

The Purpose of the VOC Survey

The VOC survey aims to determine customer satisfaction with your product or service. The goal is to gain insights into their behavior, needs, and expectations so that you can improve your product or service.

It will also help you understand if they would recommend your product or service to other people, which can be an essential metric for measuring customer loyalty.

Creating a VOC Survey

You can always use an existing template for a VOC survey, but if you want to create one from scratch, follow these steps:


Brainstorm the questions you would like to ask your customers, keeping in mind that it may not be possible to cover every aspect of their experience with your product or service. It’s best to keep the questions short and focused on a single topic so that you can accurately represent your customers’ experiences.

Suppose you want to know what they like about your product or service, don’t ask them, “What do you like most about our product?” Instead, ask them, “What is one thing that makes our service unique or different from others?”

Decide on a Survey Type

Net Promoter Score® (NPS) surveys: These surveys are perfect for understanding customers’ perceptions of your brand and products.

Customer Satisfaction (CSAT) surveys: These surveys can assess customer satisfaction at various stages of the customer lifecycle.

Customer Effort Score (CES) surveys: These surveys can measure the quality of your customer service team’s responses and resolutions.

Curate Simple and Straightforward Questions

When creating a VOC Survey, it is important to curate straightforward questions. The best way to do this is by ensuring the questions are detailed but not too detailed; they should be as specific as possible without being overly complicated.

In addition, you should make sure that each question has a clear purpose. You should also ensure that you ask questions that have an answer that can be used to improve your product or service.

Distribute the Survey Across Channels

To ensure your survey reaches the right people, you must know the optimal time for them to respond. That’s why it is important to distribute your VOC surveys in the most effective ways possible—by sending them through relevant channels such as QR codes, emails, text messages, and social media platforms.

Analyze Survey Responses

The evaluation aims to determine a product’s or service’s effectiveness. The review should be conducted at the completion of a product, service phase, or stage.

When people respond to a survey, taking time and analyzing the data you collect is important.

You can pull data from multiple surveys and track your metrics and key performance indicators in your database for an in-depth view of your business.

VOC Survey Question Examples

The following are examples of questions you can ask to elicit voice of customer feedback:

  • How satisfied are you with our product/service?
  • How likely will you recommend this product or service to a friend or colleague?
  • What aspects of this product/service do you think worked well?
  • What could be improved about this product/service?
  • When and where did you use our product/service?
  • How likely are you to use our product or service again?
  • What made you choose our product/service over others?
  • Which features were most important to you when making your decision?

The Importance of the Voice of Customer Survey

The voice of the customer survey is an essential part of any company’s quality assurance process. Upon gathering feedback from your customers, you can identify areas for improvement and ensure that your brand is meeting the needs of its target audience.

The survey is also a great way to gain insight into what customers like about your product or service and how it can be improved. It would help if you took the time to read through each response, as this will allow you to identify trends in customer feedback.

The Advantages of a VOC Program

The voice of customer program is beneficial for several reasons. 

  • First, it allows you to identify areas where your company needs improvement.
  • Second, the survey can be used as a tool for competitive analysis.
  • Third, it gives your team insight into what customers like about your product or service and how it can be improved.
  • Finally, a VOC program allows you to gather data on how customers perceive their experience with your brand.

Frequently Asked Questions

How does the VoC Voice of Customer information be gathered?

Customer interviews are a tried and true way to collect VoC data. They’re used to understand customers’ feelings about the products or services and how you can improve those offerings.

What is the Voice of the Customer survey strategy?

VoC is an important strategy that enables you to listen to your customers, gather feedback, and direct these insights into improving products or processes.

What is the first step of VoC?

In any VOC process, the first step is to identify your customers—not just those who will directly use a product or service but also other individuals and groups that may influence its success.