What to Ask: Voice of the Customer Survey Questions

Voice of the Customer Survey QuestionsWhen you're looking to gain insight into the wants and needs of your customers, preparing a list of voice of the customer survey questions is key. You can learn a lot, depending on the questions you're asking, which is why it's important that your questions get to the heart of what you need to know. Here's a breakdown of the type of questions you need to ask in order to learn the most.
Q: How much do you trust (your brand)?
Questions that deal with brand image and trust address how much loyalty the average customer feels toward your brand. Are they using your services because they love who you are and what you do, or because you're the only option? There's a big difference between the two, and these questions can help you figure out which it is, and whether or not consumers actually want to stick with you. The ideal way to frame these questions is by asking consumers who take your survey to rate the accuracy of the statement you provide from 1 to 5, with one being strongly disagree and 5 being strongly agree. Additional statements for them to rate, include:
  • My interaction with (your brand) has always been positive
  • I trust (your brand)
Q: How satisfied are you with the value of the product/service (your brand) provides?
Here's where you allow consumers to comment on the value of what you do. Everything from how helpful your staff has been to whether your product or service is performing the way it's supposed to. These questions will shed light on the promises you make and whether they deliver, and can also pinpoint where you can improve so consumers will stick with you after deciding to make an investment of their time and money. Additional statements for them to rate:
  • The (your brand) staff members are knowledgeable
  • I would refer (your brand) to my friends
If you're looking for specific feedback from your surveys, take the time to pinpoint questions that are direct and will lead you to what you need to hear. The great thing about surveys is that they allow you to blend questions in any way you choose. Whether you focus more on consumer loyalty, value, or both at once is totally up to you!