Guide to Voice of the Customer Surveys for corporations

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It wouldn’t be an overstatement if I were to tell you that your happy customer will tell you about their experience to two of their friends, but a disappointed one might go on to share posts to vent out while tagging 29 others!

Large corporations deploy sophisticated Voice of the Customer solutions to monitor every social mention, rating, and ranting to stay in touch with their customers.

While it doesn’t necessarily need to be costly to deploy customized VoC solutions, at times, companies may want to get started sooner.

Conducting Voice of the Customer surveys is one of the simplest, widely-used approaches to kickstart VoC trend analysis.

This is because it is easier to connect with the customers and get their opinion as almost everyone wants to express their opinion on things.

When brands themselves approach the customers, they not only stand a chance to contain any negative publicity but also win brownie points for being customer-centric.

Let’s learn more about VoC surveys:

What is a Voice of the Customer Survey

A Voice of the Customer survey can be used to generate insight into what customers want from you as an organization (customer service), what they think about your product/service (product/service satisfaction), or even what issues they have with your company/product (problem-solving).

These surveys are one of the most popular customer research tools across the world.

They are used by almost every company, knowingly or unknowingly, in order to understand their customers better and to offer more personalized services.  

Thus, conducting a VoC survey is a way to gather data on the needs and wants of a specific target market.

Voice of the customer survey is not only a very important part of any marketing campaign but also an effective feedback mechanism for corporations.

The VoC surveys can be either qualitative or quantitative in nature.

The qualitative surveys are based on interviews with the customers, while the quantitative surveys are based on questionnaires filled by customers themselves.

A VoC survey can be conducted at different levels ranging from individual to organization or business.

Benefits of Voice of the Customer Surveys

Voice of customer analysis is critical for tracking the full customer experience, especially when it comes to identifying pain areas and increasing customer satisfaction.

Though there are many methods and tactics for obtaining customer feedback, one of the most common, efficient, and simple ways to acquire the views and data that you need to understand how consumers feel is VoC surveys.

It is quick and easy to run VoC surveys: You can use pre-built templates available on surveying tools to send customer satisfaction (CSAT) or Net Promoter Score (NPS) surveys.

Also, you can embed them within your app, website, or emails to fetch close-ended answers or even go on to collect comprehensive, open-ended replies.

Generally, customers fill out quick surveys after making a purchase: Customers are more likely to reply when small surveys are provided immediately after purchase, onboarding, or a customer support engagement.

These VoC surveys must be easy and require just one or two clicks to answer.

You may add “Is there anything more you’d want us to know?” for engaged customers who want to provide more information.

Smartly placed VoC surveys can reveal unexplored details: When you implement VoC surveys at specific customer touchpoints, you can look into detailed, unexplored parts of your business.

Depending on how interested your customers are, VoC surveys can be close-ended or open-ended: You can acquire VoC data of different usability levels like:

Quick Tips for creating VoC Surveys

Now that you have a decent understanding of what VoC surveys are and their benefits, here are some quick tips to help you create impactful VoC surveys:

You must use both quantitative and qualitative questions for VoC survey-based analysis: With close-ended questions, you can get a quick and regular analysis of pain points that you may need to constantly keep an eye on, like customer service.

When you ask your customers open-ended questions, you can learn more about their thoughts and feelings, which is generally a long-term result of brand association and customer experience.

Always stick with simplicity when it comes to VoC surveys: VoC surveys are more likely to be filled out by your customers if they are easy to fill out.

Consuming any more time or effort than the bare minimum will make your VoC survey results less reliable, no matter how good the quality of the questions is.

Use a healthy mix of transactional and relationship-based VoC surveys: Transactional surveys take each interaction a customer has with your business into consideration.

This includes touchpoints such as customer service, the point of sale, and onboarding.

Relationship surveys, on the other hand, try to find out how happy a customer is with your business as a whole.

Allow your customers to assume leadership when expressing themselves: In practical experience, it is observed that the best VoC information you can get is something you might not have even thought of.

It can be extremely rewarding to give your customers the chance to answer with the exact information they feel is important.

Let them tell you what they like and don’t like about your company or products in their own way by leaving room for expression (and incentivizing doing so.)

Voice of the Customer Survey examples

In this section, we will go through a few examples of VoC surveys to help you understand how your survey should look and feel like:

Customer Satisfaction (CSAT) VoC surveys – Uber

They can be either transactional or relationship-based depending on the questions asked and mainly focus on how satisfied your customers are.

You can share CSAT VoC surveys right after the customer has taken action, displayed activity, or been a paying customer for a considerable time.

Here’s an example of using Customer Satisfaction VoC surveys from Uber:

Customer Effort Score (CES) VoC surveys – Amazon and Jira

When it comes to collecting feedback from customers about their pain points, Customer Effort Score (CES) VoC surveys come in handy.

They are widely used across sectors as they act as quick feedback mechanisms for both businesses and customers.

Here’s an example of leveraging Customer Effort Score (CES) VoC surveys from none other than Amazon. It is from 2007, and you can only wonder how priceless this information was back in the day:

Here’s how Jira conducts CES VoC Survey on today’s date:

Brand Loyalty or Brand Perception VoC Surveys- Comparably

When a business is looking at evaluating relationships, brand loyalty/perception VoC surveys are excellent tools to gauge their current standing among customers.


They can also be tweaked to analyze loyalty for product features like TV show characters, similar to what Netflix has done here:

Net Promoter Score (NPS) VoC Survey- Saudi Armaco

Now Net Promoter Score (NPS) is arguably the most widely used type of VoC Surveys as it can be embedded anywhere on the internet.


All it takes to conduct an NPS survey is to ask the below question and give a rating based on a predefined range.


“How likely are you to recommend our business to your friends/family?”


Respondents are categorized as Detractors (0 to 6), Passives (7 and 8), or Promoters (9 and 10)


Here’s an example of conducting an NPS survey and what the results look like:

How to Analyze VoC Surveys

Generally, VoC surveys are analyzed through the same software that was used to run them, but at times, businesses may opt for a separate analytical tool.

Quantitative VoC surveys are relatively easier to analyze as the results obtained are confined to statistical ranges.

Qualitative VoC surveys, on the other hand, require more advanced technologies like NLP, ML, AI, Big Data, and DataViz for you to make sense of the inputs. Also, qualitative VoC surveys provide you with a richer, more granular understanding of your customers.

It is preferable to use a fully customized VoC survey solution since every business has its unique set of requirements that evolves with time.

However, if you are looking for generic VoC survey tools, you may use:

  • Google Survey
  • Typeform
  • Qualtrics
  • SurveyMonkey

Wrap Up

Customer experience is becoming more prominent despite high saturation rates as observed in sectors like ecommerce.

This is an indicator that both SMEs and bigger corporations need to be better equipped when it comes to collecting customers’ opinions.

As a technology platform that acts as your business consultant, The X Future provides you with a curated list of new-age startups that will help you build customized Voice of the Customer survey solutions.

With a diversified portfolio of solution providers, business process experts, and subject matter experts on board, we also help you ensure that your VoC tool is developed and implemented within the due time frame.

Feel free to contact The X Future to get the best brains in the industry to back your Voice of the Customer strategy and technology adoption.

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