So, in this post, we’ll talk about what defines a VoC survey, how to create them, and what tools you can use to implement them inside your app without coding.<\/p>\n
What is a Voice of Customer survey?<\/strong><\/h2>\nVoice of customer surveys are qualitative and quantitative surveys<\/a> that aim to uncover your customer’s thoughts or feelings about your product or service.<\/p>\nVoice of Customer survey vs. Voice of The Customer (VoC) program<\/strong><\/h2>\nUsing VoC surveys and VoC programs interchangeably is like swapping tactics with strategies.<\/p>\n
A VoC program constitutes the whole processes and tools used to gather and analyze customer feedback<\/a> in order to implement strategies to grow your business.<\/p>\nOn the other hand, a VoC survey is only one channel to collect user feedback<\/a> during a VoC program. These are often complemented with other data sources such as conversations with sales reps, customer interviews, and focus groups to get a wider understanding of your customer’s needs<\/a>.<\/p>\nWhy do you need a Voice of Customer survey?<\/strong><\/h2>\nYou don’t conduct VoC surveys for the sake of it.<\/p>\n
Other than listening to your customer’s sentiments about your product, VoC surveys are important for many reasons, including:<\/p>\n
\n- Finding out if your product lives up to expectations and helping you improve customer satisfaction<\/a>.<\/li>\n
- Discovering customer pain points<\/a> you would’ve never found out otherwise and developing your product around it.<\/li>\n
- Segmenting your user base and personalizing the product experience<\/a>.<\/li>\n
- Identifying at-risk customers <\/a>and proactively preventing churn<\/a>.<\/li>\n
- Minimize negative feedback <\/a>on online reviews and protect your brand’s reputation.<\/li>\n<\/ul>\n
Examples of great VoC survey questions<\/strong><\/h2>\nYour customer survey questions<\/a> depend on whether you want qualitative or quantitative feedback. Yes-or-no questions are often used as quantitative data, while qualitative surveys use open-ended questions to allow for deeper responses.<\/p>\nIt also depends on the type of survey. Here are some examples:<\/p>\n
Overall customer satisfaction questions<\/strong><\/h3>\nCustomer satisfaction<\/a> questions are great for understanding how happy your users are with the overall product experience.<\/p>\n\n- How would you rate the usefulness of our product? (scale)<\/li>\n
- What’s working for you and why?<\/li>\n
- What about our product would you improve if you could?<\/li>\n
- Did you manage to achieve your goals with our product?<\/li>\n<\/ul>\n
![\"satisfaction](\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/03\/satisfaction-questions-voice-of-customer-survey_bc9dafdfbaa76f57c3c461efeb2817fe_800.png\")
<\/picture>Customer satisfaction survey<\/a> example.<\/figcaption><\/figure>\nCustomer service questions<\/strong><\/h3>\nThe customer experience isn’t only about the product. It also includes customer service.<\/p>\n
So, it’s also important to ask users to rate your customer service <\/a>team with questions like:<\/p>\n\n- Was the service representative able to answer your questions?<\/li>\n
- What is your preferred type of communication method? (choice-based)<\/li>\n
- How would you rate your experience with our team members?<\/li>\n<\/ul>\n
![\"customer](\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/03\/customer-service-questions-voice-of-customer-survey_a4183b12cb43d2c729acbda891ca3c9a_800.png\")
<\/picture>Customer service question example.<\/figcaption><\/figure>\nProduct usage and feature questions<\/strong><\/h3>\nThose questions collect feedback on specific parts of your product, For instance, you can trigger an in-app survey <\/a>after the user has interacted with a particular feature and ask one of these questions:<\/p>\n\n- What are the most important features we’re missing?<\/li>\n
- What do you think about our new feature?<\/li>\n
- What functionality of [your product] you couldn’t live without?<\/li>\n<\/ul>\n
![\"product](\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/03\/product-feature-questions-voice-of-customer-survey_9cefb37148f4cdd5d1e4a3b761e4e5e6_800.png\")
<\/picture>Feature usage question example.<\/figcaption><\/figure>\nCustomer retention and loyalty questions<\/strong><\/h3>\nYou can also ask questions to assess how your retention and loyalty efforts are going and:<\/p>\n
\n- How likely are you to renew your subscription<\/a>?<\/li>\n
- If the pricing were to change, would you still buy from us?<\/li>\n
- How likely are you to recommend our brand to your friends or colleagues?<\/li>\n<\/ul>\n
What are the main types of VoC surveys?<\/strong><\/h2>\nNow, it doesn’t matter what questions you use without understanding the type of survey you’re doing.<\/p>\n
For the voice of customer surveys, there are three main types that are essential:<\/p>\n
Customer effort score surveys (CES)<\/strong><\/h3>\nCustomer Effort Score (CES<\/a>) is a customer experience metric that measures the product\u2019s ease of use.<\/p>\nCES surveys are normally triggered contextually after the user engages with a key feature or completes a key action.<\/p>\n
Once you identify a user with a high effort score, try to look deeper to find where the friction <\/a>lies. For example, you could ask follow-up questions and check session recordings.<\/p>\n![\"ces](\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/03\/ces-survey-example_25567cc830dfed10b4cf23d78ed20e63_800.png\")
<\/picture>CES survey example by Nicereply.<\/figcaption><\/figure>\nCustomer satisfaction score surveys (CSAT)<\/strong><\/h3>\nCustomer satisfaction score surveys (CSAT)<\/a> measure your users’ satisfaction with your product, brand, and overall experience.<\/p>\nTo spot sources of friction, you should trigger customer satisfaction surveys at different touchpoints in the user journey to understand how each experience makes customers feel. Take an example from Hubspot, which triggers CSAT surveys upon customers interacting with the support team.<\/p>\n![\"customer](\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/03\/customer-satisfaction-survey-hubspot-first-contact-resolution_3192a42eec070b55de8a722b129effbc_800.png\")
<\/picture>Hubspot\u2019s CSAT surveys.<\/figcaption><\/figure>\nNet Promoter Score (NPS surveys)<\/strong><\/h3>\nThe Net Promoter Score<\/a> (NPS) surveys measure how likely users are to recommend your product or service to others on a scale from 1 to 10. Where 0 means “Not Likely” and 10 means “Extremely Likely.”<\/p>\nNPS surveys can be transactional<\/a>, which are sent just after purchase to get immediate feedback. Or relational, which are sent periodically to keep tabs on customer satisfaction levels.<\/p>\nBut as a VoC survey, it’s used to find out how many promoters and detractors you have, often including follow-up questions<\/a> to dig deeper into them.<\/p>\n![\"nps](\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/03\/nps-feedback-voice-of-customer-survey_9cc3bf3720ba0cc606fe0880beeb108a_800.png\")
<\/picture>Creating NPS surveys.<\/figcaption><\/figure>\nHow to conduct a Voice of the Customer survey<\/strong><\/h2>\nSo what’s the process to get started with VoC surveys?<\/p>\n
For us, it doesn’t take more than five steps. Let’s go over each of them:<\/p>\n
Start with building your VoC plan<\/strong><\/h3>\nBefore sending VoC surveys, start thinking about what you want from them. Do you need feedback on specific features? On your customer service? Or maybe there’s a pain point you must uncover?<\/p>\n
Whatever information you’re looking for, define what you’ll do with it. For instance, you could track responses from NPS surveys to set up interviews with detractors <\/a>and find out about sources of friction across the customer journey.<\/p>\nUse a tool to build your survey<\/strong><\/h3>\nIf you care about your time and money, you must use a tool to create your surveys (especially if you don’t know how to code).<\/p>\n
The convenience of implementing an idea in minutes is too good not to ignore. For example, Userpilot<\/a> has many predesigned survey templates that you can quickly customize for branding (while also allowing you to build it from scratch if you want more control).<\/p>\nSo, make sure to choose the right tool for your needs.<\/p>\n![\"voc](\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/03\/voc-survey-template_ba64738564fe33dd569665073f8c9645_800.png\")
<\/picture>Creating an in-app survey.<\/figcaption><\/figure>\nAnalyze the collected customer data<\/strong><\/h3>\nAfter collecting significant responses, analyze your customer feedback<\/a> to identify potential trends and patterns in your user base.<\/p>\nFor example, you can look at different user segments<\/a> to see if there’s a noticeable difference in their responses.<\/p>\nOr if you asked open-ended questions, tag responses and try to find if there\u2019s a correlation between certain responses and scores.<\/p>\n![\"nps](\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/03\/nps-response-tagging-voice-of-customer-survey_8c78a40569d17c54b631cd291e042585_800.png\")
<\/picture>Tagging NPS responses to analyze the data.<\/figcaption><\/figure>\nClose the feedback loop<\/strong><\/h3>\nCustomer research doesn’t stop after analyzing the data.<\/p>\n
It’s also important to create a continuous communication loop<\/a> with your user base and keep updated on what’s happening behind the scenes. That could be asking them more questions based on their previous answers, letting them know that you fixed the bug they reported, or explaining to them why you can\u2019t implement their feature request.<\/p>\nThe goal here is to make them feel heard and ensure that their feedback is being taken seriously.<\/p>\n![\"feedback](\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/03\/feedback-loop-voice-of-customer-survey_b31c6c07b3427774db07f3b890dbee33_800.png\")
<\/picture>The feedback loop explained.<\/figcaption><\/figure>\nVoice of Customer survey best practices<\/strong><\/h2>\nCreating VoC surveys, analyzing responses, and implementing changes can be good enough framework to get you started.<\/p>\n
However, there’re a couple of best practices (seven, actually) that can potentially improve your response rates and help you find deeper insights.<\/p>\n
Keep the surveys short and focused<\/strong><\/h3>\nIt\u2019s in your best interests to keep VoC surveys focused on specific themes – that will help you not only get more accurate responses but also avoid survey fatigue<\/a>.<\/p>\nNo need to panic that you will get limited data by keeping your surveys short. You can do several microsurveys <\/a>across different intervals and complement your data if you feel like some important info is missing from the puzzle.<\/p>\n![\"microsurvey](\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/03\/micro-survey-example_78437960f9490dff8f094cd531e2b93f_800.png\")
<\/picture>Example of a microsurvey.<\/figcaption><\/figure>\nTrigger customer surveys contextually<\/strong><\/h3>\nContext is everything when collecting feedback. You should be mindful of the user journey and send out surveys when it makes sense.<\/p>\n
For example, you it would be unprofessional to ask a free trial user<\/a> to give their opinion on a premium feature, right?<\/p>\nTo prevent this from happening, you can use segmentation<\/a> to reach specific questions.<\/p>\n![\"advanced](\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/03\/advanced-segmentation-userpilot-voice-of-customer-survey_e72c5cf4dbf445143ebf9541caae5eaf_800.png\")
<\/picture>Segmenting users.<\/figcaption><\/figure>\nCollect both quantitative and qualitative feedback with your surveys<\/strong><\/h3>\nYou must collect both qualitative and quantitative feedback to get thorough insights from your VoC surveys.<\/p>\n
Close-ended questions (quantitative) will give you facts about your user base, but qualitative questions<\/a> will help you understand the “why” behind those facts.<\/p>\nThe best approach is to combine both types of questions in your surveys. Including quantitative questions that are easy to respond to with open-ended questions where customers can expand on their thoughts, like in this example:<\/p>\n![\"quantitative](\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/03\/quantitative-and-qualitative-survey-example_47d8a0c1361ece98c7b2bb15ef0c4e09_800.png\")
<\/picture>How to mix quantitative and qualitative questions.<\/figcaption><\/figure>\nEliminate leading questions<\/strong><\/h3>\nIt’s possible to ask bad survey questions<\/a>. And one of them is leading questions.<\/p>\nLeading questions are biased and will degrade the quality of your responses, as they mislead users to think in a way that’s too favorable for you. For example:<\/p>\n![\"leading](\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/03\/leading-question-voice-of-customer-survey_68a3e8c99d7929d5c0f0be6109e2f045_800.png\")
<\/picture>Example of a leading question.<\/figcaption><\/figure>\nThe question above assumes that the customer had a positive experience with your product, making the user feel like they must give a positive or neutral answer.<\/p>\n
So make it a point not to assume customer’s answers while writing a survey questionnaire and make them unbiased, like this one:<\/p>\n![\"unbiased](\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/03\/unbiased-question-example-voice-of-customer-survey_28a1d3842c5c29d1728baa1bd43a4112_800.png\")
<\/picture>Example of an unbiased question.<\/figcaption><\/figure>\nOffer an incentive when you need extended feedback<\/strong><\/h3>\nYou can add incentives such as coupons, gift cards, or access to premium features to show gratitude and motivate your users to give detailed feedback.<\/p>\n
However, only do this for long surveys. Otherwise, there’s a risk that your customers would respond just for the benefits instead of providing real value.<\/p>\n![\"incentive-for-detailed-feedback-voice-of-customer-survey\"](\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/03\/incentive-for-detailed-feedback-voice-of-customer-survey_6eda07767f4ce5d025cb48d3f05d144a_800.png\")
<\/picture>Yes, you can offer Amazon gift cards as a reward.<\/figcaption><\/figure>\nAdd images or micro-videos to make your survey engaging<\/strong><\/h3>\nPeople want to interact with people, not brands. Hence it’s a good idea to make your survey invitations more personal by adding pictures of team members, a fun animation, or a personalized message to increase response rates.<\/a><\/p>\n![\"humanized](\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/03\/photo-humanize-voc-survey_b0d55676fa80595f748532488659ace7_800.png\")
<\/picture>\nHumanize your surveys.<\/figcaption><\/figure>\nUse both active and passive VoC surveys<\/strong><\/h3>\nThere’s also active and passive feedback<\/a>. And you need both to keep a healthy two-way communication with customers and build brand loyalty.<\/a><\/p>\n
Voice of Customer survey vs. Voice of The Customer (VoC) program<\/strong><\/h2>\nUsing VoC surveys and VoC programs interchangeably is like swapping tactics with strategies.<\/p>\n
A VoC program constitutes the whole processes and tools used to gather and analyze customer feedback<\/a> in order to implement strategies to grow your business.<\/p>\nOn the other hand, a VoC survey is only one channel to collect user feedback<\/a> during a VoC program. These are often complemented with other data sources such as conversations with sales reps, customer interviews, and focus groups to get a wider understanding of your customer’s needs<\/a>.<\/p>\nWhy do you need a Voice of Customer survey?<\/strong><\/h2>\nYou don’t conduct VoC surveys for the sake of it.<\/p>\n
Other than listening to your customer’s sentiments about your product, VoC surveys are important for many reasons, including:<\/p>\n
\n- Finding out if your product lives up to expectations and helping you improve customer satisfaction<\/a>.<\/li>\n
- Discovering customer pain points<\/a> you would’ve never found out otherwise and developing your product around it.<\/li>\n
- Segmenting your user base and personalizing the product experience<\/a>.<\/li>\n
- Identifying at-risk customers <\/a>and proactively preventing churn<\/a>.<\/li>\n
- Minimize negative feedback <\/a>on online reviews and protect your brand’s reputation.<\/li>\n<\/ul>\n
Examples of great VoC survey questions<\/strong><\/h2>\nYour customer survey questions<\/a> depend on whether you want qualitative or quantitative feedback. Yes-or-no questions are often used as quantitative data, while qualitative surveys use open-ended questions to allow for deeper responses.<\/p>\nIt also depends on the type of survey. Here are some examples:<\/p>\n
Overall customer satisfaction questions<\/strong><\/h3>\nCustomer satisfaction<\/a> questions are great for understanding how happy your users are with the overall product experience.<\/p>\n\n- How would you rate the usefulness of our product? (scale)<\/li>\n
- What’s working for you and why?<\/li>\n
- What about our product would you improve if you could?<\/li>\n
- Did you manage to achieve your goals with our product?<\/li>\n<\/ul>\n
Customer satisfaction survey<\/a> example.<\/figcaption><\/figure>\nCustomer service questions<\/strong><\/h3>\nThe customer experience isn’t only about the product. It also includes customer service.<\/p>\n
So, it’s also important to ask users to rate your customer service <\/a>team with questions like:<\/p>\n\n- Was the service representative able to answer your questions?<\/li>\n
- What is your preferred type of communication method? (choice-based)<\/li>\n
- How would you rate your experience with our team members?<\/li>\n<\/ul>\n
Customer service question example.<\/figcaption><\/figure>\nProduct usage and feature questions<\/strong><\/h3>\nThose questions collect feedback on specific parts of your product, For instance, you can trigger an in-app survey <\/a>after the user has interacted with a particular feature and ask one of these questions:<\/p>\n\n- What are the most important features we’re missing?<\/li>\n
- What do you think about our new feature?<\/li>\n
- What functionality of [your product] you couldn’t live without?<\/li>\n<\/ul>\n
Feature usage question example.<\/figcaption><\/figure>\nCustomer retention and loyalty questions<\/strong><\/h3>\nYou can also ask questions to assess how your retention and loyalty efforts are going and:<\/p>\n
\n- How likely are you to renew your subscription<\/a>?<\/li>\n
- If the pricing were to change, would you still buy from us?<\/li>\n
- How likely are you to recommend our brand to your friends or colleagues?<\/li>\n<\/ul>\n
What are the main types of VoC surveys?<\/strong><\/h2>\nNow, it doesn’t matter what questions you use without understanding the type of survey you’re doing.<\/p>\n
For the voice of customer surveys, there are three main types that are essential:<\/p>\n
Customer effort score surveys (CES)<\/strong><\/h3>\nCustomer Effort Score (CES<\/a>) is a customer experience metric that measures the product\u2019s ease of use.<\/p>\nCES surveys are normally triggered contextually after the user engages with a key feature or completes a key action.<\/p>\n
Once you identify a user with a high effort score, try to look deeper to find where the friction <\/a>lies. For example, you could ask follow-up questions and check session recordings.<\/p>\nCES survey example by Nicereply.<\/figcaption><\/figure>\nCustomer satisfaction score surveys (CSAT)<\/strong><\/h3>\nCustomer satisfaction score surveys (CSAT)<\/a> measure your users’ satisfaction with your product, brand, and overall experience.<\/p>\nTo spot sources of friction, you should trigger customer satisfaction surveys at different touchpoints in the user journey to understand how each experience makes customers feel. Take an example from Hubspot, which triggers CSAT surveys upon customers interacting with the support team.<\/p>\nHubspot\u2019s CSAT surveys.<\/figcaption><\/figure>\nNet Promoter Score (NPS surveys)<\/strong><\/h3>\nThe Net Promoter Score<\/a> (NPS) surveys measure how likely users are to recommend your product or service to others on a scale from 1 to 10. Where 0 means “Not Likely” and 10 means “Extremely Likely.”<\/p>\nNPS surveys can be transactional<\/a>, which are sent just after purchase to get immediate feedback. Or relational, which are sent periodically to keep tabs on customer satisfaction levels.<\/p>\nBut as a VoC survey, it’s used to find out how many promoters and detractors you have, often including follow-up questions<\/a> to dig deeper into them.<\/p>\nCreating NPS surveys.<\/figcaption><\/figure>\nHow to conduct a Voice of the Customer survey<\/strong><\/h2>\nSo what’s the process to get started with VoC surveys?<\/p>\n
For us, it doesn’t take more than five steps. Let’s go over each of them:<\/p>\n
Start with building your VoC plan<\/strong><\/h3>\nBefore sending VoC surveys, start thinking about what you want from them. Do you need feedback on specific features? On your customer service? Or maybe there’s a pain point you must uncover?<\/p>\n
Whatever information you’re looking for, define what you’ll do with it. For instance, you could track responses from NPS surveys to set up interviews with detractors <\/a>and find out about sources of friction across the customer journey.<\/p>\nUse a tool to build your survey<\/strong><\/h3>\nIf you care about your time and money, you must use a tool to create your surveys (especially if you don’t know how to code).<\/p>\n
The convenience of implementing an idea in minutes is too good not to ignore. For example, Userpilot<\/a> has many predesigned survey templates that you can quickly customize for branding (while also allowing you to build it from scratch if you want more control).<\/p>\nSo, make sure to choose the right tool for your needs.<\/p>\nCreating an in-app survey.<\/figcaption><\/figure>\nAnalyze the collected customer data<\/strong><\/h3>\nAfter collecting significant responses, analyze your customer feedback<\/a> to identify potential trends and patterns in your user base.<\/p>\nFor example, you can look at different user segments<\/a> to see if there’s a noticeable difference in their responses.<\/p>\nOr if you asked open-ended questions, tag responses and try to find if there\u2019s a correlation between certain responses and scores.<\/p>\nTagging NPS responses to analyze the data.<\/figcaption><\/figure>\nClose the feedback loop<\/strong><\/h3>\nCustomer research doesn’t stop after analyzing the data.<\/p>\n
It’s also important to create a continuous communication loop<\/a> with your user base and keep updated on what’s happening behind the scenes. That could be asking them more questions based on their previous answers, letting them know that you fixed the bug they reported, or explaining to them why you can\u2019t implement their feature request.<\/p>\nThe goal here is to make them feel heard and ensure that their feedback is being taken seriously.<\/p>\nThe feedback loop explained.<\/figcaption><\/figure>\nVoice of Customer survey best practices<\/strong><\/h2>\nCreating VoC surveys, analyzing responses, and implementing changes can be good enough framework to get you started.<\/p>\n
However, there’re a couple of best practices (seven, actually) that can potentially improve your response rates and help you find deeper insights.<\/p>\n
Keep the surveys short and focused<\/strong><\/h3>\nIt\u2019s in your best interests to keep VoC surveys focused on specific themes – that will help you not only get more accurate responses but also avoid survey fatigue<\/a>.<\/p>\nNo need to panic that you will get limited data by keeping your surveys short. You can do several microsurveys <\/a>across different intervals and complement your data if you feel like some important info is missing from the puzzle.<\/p>\nExample of a microsurvey.<\/figcaption><\/figure>\nTrigger customer surveys contextually<\/strong><\/h3>\nContext is everything when collecting feedback. You should be mindful of the user journey and send out surveys when it makes sense.<\/p>\n
For example, you it would be unprofessional to ask a free trial user<\/a> to give their opinion on a premium feature, right?<\/p>\nTo prevent this from happening, you can use segmentation<\/a> to reach specific questions.<\/p>\nSegmenting users.<\/figcaption><\/figure>\nCollect both quantitative and qualitative feedback with your surveys<\/strong><\/h3>\nYou must collect both qualitative and quantitative feedback to get thorough insights from your VoC surveys.<\/p>\n
Close-ended questions (quantitative) will give you facts about your user base, but qualitative questions<\/a> will help you understand the “why” behind those facts.<\/p>\nThe best approach is to combine both types of questions in your surveys. Including quantitative questions that are easy to respond to with open-ended questions where customers can expand on their thoughts, like in this example:<\/p>\nHow to mix quantitative and qualitative questions.<\/figcaption><\/figure>\nEliminate leading questions<\/strong><\/h3>\nIt’s possible to ask bad survey questions<\/a>. And one of them is leading questions.<\/p>\nLeading questions are biased and will degrade the quality of your responses, as they mislead users to think in a way that’s too favorable for you. For example:<\/p>\nExample of a leading question.<\/figcaption><\/figure>\nThe question above assumes that the customer had a positive experience with your product, making the user feel like they must give a positive or neutral answer.<\/p>\n
So make it a point not to assume customer’s answers while writing a survey questionnaire and make them unbiased, like this one:<\/p>\nExample of an unbiased question.<\/figcaption><\/figure>\nOffer an incentive when you need extended feedback<\/strong><\/h3>\nYou can add incentives such as coupons, gift cards, or access to premium features to show gratitude and motivate your users to give detailed feedback.<\/p>\n
However, only do this for long surveys. Otherwise, there’s a risk that your customers would respond just for the benefits instead of providing real value.<\/p>\nYes, you can offer Amazon gift cards as a reward.<\/figcaption><\/figure>\nAdd images or micro-videos to make your survey engaging<\/strong><\/h3>\nPeople want to interact with people, not brands. Hence it’s a good idea to make your survey invitations more personal by adding pictures of team members, a fun animation, or a personalized message to increase response rates.<\/a><\/p>\n<\/picture>\nHumanize your surveys.<\/figcaption><\/figure>\nUse both active and passive VoC surveys<\/strong><\/h3>\nThere’s also active and passive feedback<\/a>. And you need both to keep a healthy two-way communication with customers and build brand loyalty.<\/a><\/p>\n
On the other hand, a VoC survey is only one channel to collect user feedback<\/a> during a VoC program. These are often complemented with other data sources such as conversations with sales reps, customer interviews, and focus groups to get a wider understanding of your customer’s needs<\/a>.<\/p>\n You don’t conduct VoC surveys for the sake of it.<\/p>\n Other than listening to your customer’s sentiments about your product, VoC surveys are important for many reasons, including:<\/p>\n Your customer survey questions<\/a> depend on whether you want qualitative or quantitative feedback. Yes-or-no questions are often used as quantitative data, while qualitative surveys use open-ended questions to allow for deeper responses.<\/p>\n It also depends on the type of survey. Here are some examples:<\/p>\n Customer satisfaction<\/a> questions are great for understanding how happy your users are with the overall product experience.<\/p>\n The customer experience isn’t only about the product. It also includes customer service.<\/p>\n So, it’s also important to ask users to rate your customer service <\/a>team with questions like:<\/p>\n Those questions collect feedback on specific parts of your product, For instance, you can trigger an in-app survey <\/a>after the user has interacted with a particular feature and ask one of these questions:<\/p>\n You can also ask questions to assess how your retention and loyalty efforts are going and:<\/p>\n Now, it doesn’t matter what questions you use without understanding the type of survey you’re doing.<\/p>\n For the voice of customer surveys, there are three main types that are essential:<\/p>\n Customer Effort Score (CES<\/a>) is a customer experience metric that measures the product\u2019s ease of use.<\/p>\n CES surveys are normally triggered contextually after the user engages with a key feature or completes a key action.<\/p>\n Once you identify a user with a high effort score, try to look deeper to find where the friction <\/a>lies. For example, you could ask follow-up questions and check session recordings.<\/p>\n Customer satisfaction score surveys (CSAT)<\/a> measure your users’ satisfaction with your product, brand, and overall experience.<\/p>\n To spot sources of friction, you should trigger customer satisfaction surveys at different touchpoints in the user journey to understand how each experience makes customers feel. Take an example from Hubspot, which triggers CSAT surveys upon customers interacting with the support team.<\/p>\n The Net Promoter Score<\/a> (NPS) surveys measure how likely users are to recommend your product or service to others on a scale from 1 to 10. Where 0 means “Not Likely” and 10 means “Extremely Likely.”<\/p>\n NPS surveys can be transactional<\/a>, which are sent just after purchase to get immediate feedback. Or relational, which are sent periodically to keep tabs on customer satisfaction levels.<\/p>\n But as a VoC survey, it’s used to find out how many promoters and detractors you have, often including follow-up questions<\/a> to dig deeper into them.<\/p>\n So what’s the process to get started with VoC surveys?<\/p>\n For us, it doesn’t take more than five steps. Let’s go over each of them:<\/p>\n Before sending VoC surveys, start thinking about what you want from them. Do you need feedback on specific features? On your customer service? Or maybe there’s a pain point you must uncover?<\/p>\n Whatever information you’re looking for, define what you’ll do with it. For instance, you could track responses from NPS surveys to set up interviews with detractors <\/a>and find out about sources of friction across the customer journey.<\/p>\n If you care about your time and money, you must use a tool to create your surveys (especially if you don’t know how to code).<\/p>\n The convenience of implementing an idea in minutes is too good not to ignore. For example, Userpilot<\/a> has many predesigned survey templates that you can quickly customize for branding (while also allowing you to build it from scratch if you want more control).<\/p>\n So, make sure to choose the right tool for your needs.<\/p>\n After collecting significant responses, analyze your customer feedback<\/a> to identify potential trends and patterns in your user base.<\/p>\n For example, you can look at different user segments<\/a> to see if there’s a noticeable difference in their responses.<\/p>\n Or if you asked open-ended questions, tag responses and try to find if there\u2019s a correlation between certain responses and scores.<\/p>\n Customer research doesn’t stop after analyzing the data.<\/p>\n It’s also important to create a continuous communication loop<\/a> with your user base and keep updated on what’s happening behind the scenes. That could be asking them more questions based on their previous answers, letting them know that you fixed the bug they reported, or explaining to them why you can\u2019t implement their feature request.<\/p>\n The goal here is to make them feel heard and ensure that their feedback is being taken seriously.<\/p>\n Creating VoC surveys, analyzing responses, and implementing changes can be good enough framework to get you started.<\/p>\n However, there’re a couple of best practices (seven, actually) that can potentially improve your response rates and help you find deeper insights.<\/p>\n It\u2019s in your best interests to keep VoC surveys focused on specific themes – that will help you not only get more accurate responses but also avoid survey fatigue<\/a>.<\/p>\n No need to panic that you will get limited data by keeping your surveys short. You can do several microsurveys <\/a>across different intervals and complement your data if you feel like some important info is missing from the puzzle.<\/p>\n Context is everything when collecting feedback. You should be mindful of the user journey and send out surveys when it makes sense.<\/p>\n For example, you it would be unprofessional to ask a free trial user<\/a> to give their opinion on a premium feature, right?<\/p>\n To prevent this from happening, you can use segmentation<\/a> to reach specific questions.<\/p>\n You must collect both qualitative and quantitative feedback to get thorough insights from your VoC surveys.<\/p>\n Close-ended questions (quantitative) will give you facts about your user base, but qualitative questions<\/a> will help you understand the “why” behind those facts.<\/p>\n The best approach is to combine both types of questions in your surveys. Including quantitative questions that are easy to respond to with open-ended questions where customers can expand on their thoughts, like in this example:<\/p>\n It’s possible to ask bad survey questions<\/a>. And one of them is leading questions.<\/p>\n Leading questions are biased and will degrade the quality of your responses, as they mislead users to think in a way that’s too favorable for you. For example:<\/p>\n The question above assumes that the customer had a positive experience with your product, making the user feel like they must give a positive or neutral answer.<\/p>\n So make it a point not to assume customer’s answers while writing a survey questionnaire and make them unbiased, like this one:<\/p>\n You can add incentives such as coupons, gift cards, or access to premium features to show gratitude and motivate your users to give detailed feedback.<\/p>\n However, only do this for long surveys. Otherwise, there’s a risk that your customers would respond just for the benefits instead of providing real value.<\/p>\n People want to interact with people, not brands. Hence it’s a good idea to make your survey invitations more personal by adding pictures of team members, a fun animation, or a personalized message to increase response rates.<\/a><\/p>\n There’s also active and passive feedback<\/a>. And you need both to keep a healthy two-way communication with customers and build brand loyalty.<\/a><\/p>\nWhy do you need a Voice of Customer survey?<\/strong><\/h2>\n
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Examples of great VoC survey questions<\/strong><\/h2>\n
Overall customer satisfaction questions<\/strong><\/h3>\n
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![\"satisfaction](\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/03\/satisfaction-questions-voice-of-customer-survey_bc9dafdfbaa76f57c3c461efeb2817fe_800.png)
<\/picture>Customer service questions<\/strong><\/h3>\n
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![\"customer](\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/03\/customer-service-questions-voice-of-customer-survey_a4183b12cb43d2c729acbda891ca3c9a_800.png)
<\/picture>Product usage and feature questions<\/strong><\/h3>\n
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![\"product](\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/03\/product-feature-questions-voice-of-customer-survey_9cefb37148f4cdd5d1e4a3b761e4e5e6_800.png)
<\/picture>Customer retention and loyalty questions<\/strong><\/h3>\n
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What are the main types of VoC surveys?<\/strong><\/h2>\n
Customer effort score surveys (CES)<\/strong><\/h3>\n
![\"ces](\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/03\/ces-survey-example_25567cc830dfed10b4cf23d78ed20e63_800.png)
<\/picture>Customer satisfaction score surveys (CSAT)<\/strong><\/h3>\n
![\"customer](\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/03\/customer-satisfaction-survey-hubspot-first-contact-resolution_3192a42eec070b55de8a722b129effbc_800.png)
<\/picture>Net Promoter Score (NPS surveys)<\/strong><\/h3>\n
![\"nps](\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/03\/nps-feedback-voice-of-customer-survey_9cc3bf3720ba0cc606fe0880beeb108a_800.png)
<\/picture>How to conduct a Voice of the Customer survey<\/strong><\/h2>\n
Start with building your VoC plan<\/strong><\/h3>\n
Use a tool to build your survey<\/strong><\/h3>\n
![\"voc](\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/03\/voc-survey-template_ba64738564fe33dd569665073f8c9645_800.png)
<\/picture>Analyze the collected customer data<\/strong><\/h3>\n
![\"nps](\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/03\/nps-response-tagging-voice-of-customer-survey_8c78a40569d17c54b631cd291e042585_800.png)
<\/picture>Close the feedback loop<\/strong><\/h3>\n
![\"feedback](\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/03\/feedback-loop-voice-of-customer-survey_b31c6c07b3427774db07f3b890dbee33_800.png)
<\/picture>Voice of Customer survey best practices<\/strong><\/h2>\n
Keep the surveys short and focused<\/strong><\/h3>\n
![\"microsurvey](\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/03\/micro-survey-example_78437960f9490dff8f094cd531e2b93f_800.png)
<\/picture>Trigger customer surveys contextually<\/strong><\/h3>\n
![\"advanced](\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/03\/advanced-segmentation-userpilot-voice-of-customer-survey_e72c5cf4dbf445143ebf9541caae5eaf_800.png)
<\/picture>Collect both quantitative and qualitative feedback with your surveys<\/strong><\/h3>\n
![\"quantitative](\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/03\/quantitative-and-qualitative-survey-example_47d8a0c1361ece98c7b2bb15ef0c4e09_800.png)
<\/picture>Eliminate leading questions<\/strong><\/h3>\n
![\"leading](\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/03\/leading-question-voice-of-customer-survey_68a3e8c99d7929d5c0f0be6109e2f045_800.png)
<\/picture>![\"unbiased](\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/03\/unbiased-question-example-voice-of-customer-survey_28a1d3842c5c29d1728baa1bd43a4112_800.png)
<\/picture>Offer an incentive when you need extended feedback<\/strong><\/h3>\n
![\"incentive-for-detailed-feedback-voice-of-customer-survey\"](\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/03\/incentive-for-detailed-feedback-voice-of-customer-survey_6eda07767f4ce5d025cb48d3f05d144a_800.png)
<\/picture>Add images or micro-videos to make your survey engaging<\/strong><\/h3>\n
<\/picture>\nUse both active and passive VoC surveys<\/strong><\/h3>\n
![\"humanized](\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/03\/miro-passive-feedback-voice-of-customer-survey_6b0f00c40885b8bf016a8d8b0b9daaa1_800.png)
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