Creating engaging surveys can give you a direct line to authentic, actionable feedback that helps you better understand and meet customer expectations, respond to issues, increase customer loyalty, and boost your revenue. Check out these voice of the customer survey examples for different ways to discover valuable insights about your business.
Why create voice of the customer surveys?
Voice of the customer (VoC) surveys can help you understand whether your brand, services, and products meet your customers’ needs and measure up to their expectations. Knowing what your customers think, feel, and do can help you improve your business and make customers happy.
When used correctly, VoC surveys can help you become more customer focused. You exist to give your customers what they want, but you can’t do that if you don’t know what their pain points are. VoC surveys give you a direct line to your customers’ minds so you can tailor your products and services to their needs, helping you offer exactly what they want—and nothing they don’t.
VoC surveys can also help you discover:
- How to gain and retain more customers.
- Ways to uncover and resolve any customer pain points.
- When to pursue new products or releases.
- Where within the buyer’s journey the customer experience can be improved.
- What customizations will increase market share and customer loyalty.
Common approaches to VoC surveys include:
Focus groups are an excellent way to gather a lot of customer feedback at once. Segment your audience by demographic or other defining traits to drill down what they think, feel, and believe about their experience with your brand or industry.
Offering a live chat or chatbot feature on your site gives customers a quick, easy way to ask questions or express concerns. Live chat can help you understand how your customers use your site and how easy it is for them to find what they’re looking for, and it can give you an opportunity to step in and resolve an issue before it frustrates shoppers further.
Reading online customer reviews is a passive way to gather important information about how customers feel about your business. You’ll easily discover what customers like or dislike about your business, and uncover opportunities to improve.
Service/delivery follow up
Collecting customer feedback directly after a product is delivered or service is completed tends to lead to highly accurate survey data, since you’re engaging with customers right after the point of contact with your team or product.
Voice of customer survey strategy
From brand loyalty to customer experience to brand perception, there’s no shortage of information out there for you to discover and use to your advantage. Consider these voice of the customer examples and relevant survey questions as you begin to craft your VoC strategy.
- How or where did you learn about our brand, product, or service?
- What interested you in learning more about our company?
- What comes to mind when you think about our brand, product, or service?
- Where have you seen or heard of us over the last month?
- How likely are you to recommend our brand to a friend?
- How does our brand make you feel?
Product or service value
- Did you find what you were looking for?
- Is there a product or service you want that we don’t offer?
- Did anything prevent you from making a purchase with us?
- How well did our product meet your expectations?
Common survey formats and questions
Whatever information you’re after, all you need to do is ask. Surveys can help you optimize your offerings, create better customer experiences, and generate more sales. Plus, you’ll discover bugs or issues affecting your customers’ experiences so you can improve or resolve them. You’ll also learn what your business does well, whether customers were thrilled with the service during a recent store visit, or if they’d recommend you to a friend.
Surveys come in all shapes and sizes depending on the survey tool you use: multiple choice, short answer, scale of 1–5, and more. Possible survey formats include:
- Mobile pop-ups after purchases are made
- Scheduled phone calls
- Digital feedback forms
Depending on the kinds of questions you ask, surveys hold a wealth of insights that can help you find the right next steps to grow and improve your business. These common survey questions can help get you started:
Product or service focused
- Which of these words would you use to describe our product?
- How well does our product meet your needs?
- Which of our product’s features are most valuable for you?
- If you could change one thing about our product, what would it be?
- How easy was it to use our product or service?
- How easy was it to navigate our website?
- How easily did you find the information you were looking for?
- How responsive has our team been to your questions or concerns?
- How much effort did it take for you to complete your purchase?
- If you could change one thing about our stores, what would it be?
Competitors and market standing
- Why choose us over our competitors?
- Is our product better, worse, or the same as our competitors’ product?
- Which other options did you consider before purchasing our product?
- What are our competitors doing that we’re not?
- Which brand of [product or service category] do you prefer?
In-store customer service questions
- How do you feel your overall experience was at our store?
- How friendly or helpful was our staff?
- How well was our store stocked?
- How clean would you say our store is?
- Did we get your order right?
Customer satisfaction survey examples
Customer satisfaction surveys are a particular subset of surveys, and they’re essential to your business’ success. While voice of customer surveys can help you understand how your customer interacts with your brand, customer satisfaction surveys tell you how happy—or unhappy—they were about that interaction. These surveys also aid in uncovering issues, gaps, successes, or opportunities. By understanding what satisfies your customers, you can boost your company’s reputation in their eyes and keep them coming back.
Customer satisfaction survey question examples
The hallmark of an effective customer satisfaction survey is short, clear questions and not too many of them. With that in mind, there are many opportunities to present customers with a satisfaction survey—different business processes all require their own unique survey.
Consider these different scenarios and customer satisfaction survey examples:
- How smooth was our checkout process?
- What do you think of our purchase process?
- How satisfied are you with our checkout or payment process?
- How easy was it to complete your purchase?
- How satisfied are you with our product or service?
- How easy is it to use our product or service?
- How would you rate the quality of our product or service?
- How well did our product or service meet your expectations?
Customer service surveys
- Please rate the service you received from our customer service employee.
- Did our representative resolve your problem completely?
- How easy was it to get the help you needed?
- How satisfied are you with our customer service process?
Customer loyalty questions
- How likely are you to purchase from us again?
- What is preventing you from considering yourself a loyal customer?
- On a scale of 1–10, how competitive do you feel our prices are?
- Would you recommend us to a friend?
Ways to create engaging customer surveys
Want to make your surveys more engaging? There are lots of approaches to survey creation. Take a look at a few different customer survey examples and the benefits of each.
Ready-to-use survey templates
Some companies generate premade templates to give you a shortcut to picking the right questions for your goal. Ready-made templates can include question sets, workflows, and reporting, too, so you can start soliciting customer feedback right away.
Customers receive a lot of surveys. Differentiate yours by making it pleasant to take. Write questions in a user-friendly, approachable voice; create an accessible, usable design; and make sure your survey is free from glitches, hitches, or other problems that could keep customers from responding.
Automated survey distribution
Distribution automations send surveys out to a preset contact list for you, all on its own. Automations can help you reach different segments more easily, and because you won’t spend as much time setting up and sending surveys, you’ll gain more customer feedback more quickly.
Capturing real-time feedback
Sending a “how was your coffee?” survey to someone just as they leave a coffee shop invites them to share a fresh take on their experience with you, right while the coffee is still hot. Real-time feedback makes it possible for your business to test new ideas faster, make more strategic business decisions, and quickly identify strategic opportunities.
Customers today use their phones for business transactions more than ever. If your surveys are optimized for mobile, customers can easily take them wherever they are. Mobile-friendly surveys can also make it easier to capture real-time feedback in the moment. Use them to gauge how event attendees feel about a session, to follow up after a transaction, or to ask how a delivery recipient enjoyed their meal.