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Voice of the customer

Voice of the customer survey template

A relationship survey across product, service, value and loyalty, with a priority question so you know what to fix first.

7 questions · about 5 minutes to complete · free on every plan

More customer feedback templates

Free account required. The template is copied into your workspace; edit anything before publishing.

When to use it
Once or twice a year to a representative sample.
Who it is for
Customers with at least three months of history.

How to use this template

  1. Run it to a representative sample once or twice a year, not to everyone every month.
  2. Include a priority question so you know which driver to fix first.
  3. Share what you learned and one change you made. People answer the next survey when the last one visibly mattered.

Questions in the voice of the customer template

  1. 1. How long have you been a customer?

    single choice · Less than 6 months, 6–12 months, 1–3 years, More than 3 years

  2. 2. How satisfied are you with each of the following?

    matrix · Product quality, Customer service, Value for money, Ease of doing business, Communication

  3. 3. Rank these by how important they are to you

    ranking · Product quality, Customer service, Value for money, Ease of doing business, Communication

  4. 4. How likely are you to recommend us to a friend or colleague?

    nps

  5. 5. How likely are you to still be a customer in 12 months?

    single choice · Very likely, Likely, Not sure, Unlikely, Very unlikely

  6. 6. If you could change one thing about working with us, what would it be?

    open text

  7. 7. May we contact you about your answers?

    single choice · Yes, No

What the results look like

IllustrativeSynthetic sample of 120 responses generated for this preview, not real survey data. Your results page shows the same charts for your own responses.

1.How long have you been a customer?

120 answered
Answer distribution
AnswerCountPercent
Less than 6 months2521%
6–12 months2319%
1–3 years2924%
More than 3 years4336%

2.How satisfied are you with each of the following?

120 answered
StatementVery dissatisfiedDissatisfiedNeutralSatisfiedVery satisfiedn
Product quality13%12%23%19%33%120
Customer service4%13%25%18%39%120
Value for money8%13%18%25%36%120
Ease of doing business10%12%22%24%33%120
Communication3%15%16%31%35%120

3.Rank these by how important they are to you

120 answered
  1. 1Value for moneyavg rank 1.88 · ranked first by 47%
  2. 2Product qualityavg rank 2.63 · ranked first by 18%
  3. 3Ease of doing businessavg rank 2.68 · ranked first by 20%
  4. 4Communicationavg rank 2.84 · ranked first by 16%
  5. 5Customer serviceavg rank 4.98 · ranked first by 0%

4.How likely are you to recommend us to a friend or colleague?

120 answered
Average 6.4NPS -1535 promoters · 32 passives · 53 detractors
Answer distribution
AnswerCountPercent
065%
133%
254%
387%
487%
51513%
687%
71714%
81513%
91714%
101815%

How to read these questions

  • single choice: Read the share choosing each option, then cross-tab by a segment question to see who differs.
  • matrix: Compare rows on the same column (for example, % agree) to find the weakest statement, then look at who rates it lowest.
  • ranking: Use the average rank and the share ranking each option first. An option can rarely be first but consistently second.
  • nps: NPS = % promoters (9–10) − % detractors (0–6). Check the margin of error before calling a change between two periods.

Frequently asked questions

How is a voice-of-the-customer survey different from CSAT?

CSAT measures one transaction; a VoC survey measures the overall relationship, usually with questions on product, service, value and loyalty, and is run periodically rather than after each interaction.

How long does the voice of the customer survey take to complete?

About 5 minutes: 7 questions, most of them single-tap. Every question can be edited, removed or reordered in the builder before you publish.

Is this template free to use?

Yes. Every template is included on the Free plan. Sign up, click Use this template, and it is copied into your workspace where you can edit it, add your logo and share it by link, email or embed.

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