The Best Voice of Customer (VoC) Questions

May 3, 2018

Your Voice of Customer (VoC) program and outcomes are only as good as the instrument and questions you ask in your survey. Poorly designed questions result in poor insights, recommendations, and strategy. Garbage in. Garbage out.

 

Wouldn't we all love to ask our customers 100 questions? Unfortunately they do not have the time and most aren't willing to spend more than about 3 to 5 minutes answering a survey. This is why it is crucial to make sure the 15 questions you choose to ask are the right ones. Choosing the right 15 can be a difficult task.

 

The options are endless but lucky for you, we've selected the best of the best and provided you a virtual menu of VoC questions for your choosing. The questions you choose depend on a number of factors: your line of business, whether you are B2B or B2C, what type of product or service you sell, who your customers are, and many others.

 

So read this list of the Best Voice of Customer (VoC) questions and choose wisely.

 

We've separated the questions into several categories:

 

(1) Awareness and Image

(2) Communication

(3) Competition

(4) Concept

(5) Customers

(6) Decisions

(7) Demographics or Firmographics

(8) Key Performance Indicators (KPIs)

(9) Lead Generation

(10) Performance

(11) Testimonials

(12) Website

 

 

Need some examples of some of the best Voice of Customer (VoC) questions to ask in your survey? We've got some for you.

 

 

 

Best Voice of Customer Question List

The following is a list of a variety of excellent questions to consider asking in your Voice of Customer (VoC) survey. Keep in mind the optimal length of a survey is about 15 questions or 3 to 5 minutes.

 

 

Awareness and Image

 

 

  • What word or phrase comes to mind when you see or hear [INSERT COMPANY, BRAND, PRODUCT, OR SERVICE]?

  • What company comes to mind first when you think of [INSERT COMPANY, BRAND, PRODUCT OR SERVICE]?

  • Where have you seen or heard information about [INSERT COMPANY OR BRAND] in the past 6 months?

 

 

Communication

 

 

  • What is your preference for communicating with [INSERT COMPANY OR BRAND]?

  • Which of the following social media platforms to do you use on a weekly basis? [LIST OF SOCIAL MEDIA CHOICES: FACEBOOK, LINKEDIN, TWITTER, ETC.]

 

 

Competition

 

 

  • How does [INSERT COMPANY, BRAND, PRODUCT OR SERVICE] compare the competition? [INSERT COMPANY] is? [MUCH BETTER, SOMEWHAT BETTER, THE SAME, SOMEWHAT WORSE, MUCH WORSE]

  • How does [INSERT COMPANY, BRAND, PRODUCT OR SERVICE] compare to the competition on each of the following factors?

  • Have you purchased any [INSERT PRODUCT OR SERVICE] from a company other than [INSERT COMPANY OR BRAND] in the past 12 months?

  • Which company have you purchased the most [INSERT PRODUCT OR SERVICE] from in the past 12 months?

 

 

Concepts

 

 

  • How appealing would each of the following be to you? [INSERT LIST OF NEW PRODUCTS, SERVICES, OR CONCEPTS]

 

 

Customer Specific

 

 

  • Have you purchased any [INSERT PRODUCT OR SERVICE] from [INSERT COMPANY OR BRAND] in the past 12 months?

  • Which product(s) or service(s) have you purchased from [COMPANY OR BRAND] in the past 12 months?

  • Approximately how long have you been a customer of [INSERT COMPANY OR BRAND]?

 

 

Decisions

 

 

  • What factor(s) matter most to you when selecting a company for [INSERT PRODUCT OR SERVICE]?

 

 

 

Demographics or Firmographics

 

 

  • Which of the following categories best describes your age? [LIST AGE GROUPS]

  • Which of the following genders do you most identify with? [LIST GENDERS]

  • Which of the following best describes your total annual household income from all sources? [LIST HHI RANGES]

  • Which of the following best describes your total annual company revenue? [LIST REVENUE RANGES]

  • Which of the following best describes your title at your company? [OPEN-ENDED OR LIST OF TITLES OR ROLES]

  • Which of the following best describes the industry you work in? [OPEN-ENDED OR LIST OF INDUSTRIES]

  • Which of the following best describes your marital status? [LIST STATUS]

  • Which of the following best describes your ethnicity? [LIST ETHNICITIES]

  • What is the highest level of education you have achieved? [LIST LEVELS OF EDUCATION]

  • What is your 5-digit ZIP Code of residence? [OPEN-ENDED WITH 5 CHARACTERS]

  • What is the 5-digit ZIP Code where your company is located? [OPEN-ENDED WITH 5 CHARACTERS]

  • How many people work at your company or organization? [LIST RANGES]

  • Which best describes your job role? [OPEN-ENDED OR LIST OF TITLES OR ROLES]

  • What is your area of responsibility? [OPEN-ENDED OR LIST OF RESPONSIBILITIES]

 

 

Key Performance Indicators (KPIs)

 

 

  • How likely are you to recommend [INSERT COMPANY, BRAND, PRODUCT, OR SERVICE] to a friend, family member, or colleague?

  • How easy is it to do business with [INSERT COMPANY]?

  • How likely are you to switch to another company when purchasing [PRODUCT OR SERVICE] in the next 12 months?

  • How likely are you to purchase another [PRODUCT OR SERVICE] from [COMPANY or BRAND] in the next 6 months?

  • How satisfied are you with [INSERT COMPANY, BRAND, PRODUCT, OR SERVICE]?

 

 

Lead Generation

 

 

  • Would you like a follow-up from [INSERT COMPANY] for any reason?

 

 

Panel

 

 

  • Would you like to participate in future market research opportunities with [INSERT COMPANY OR BRAND]?

 

 

Performance

 

 

  • What do you like best about [INSERT COMPANY, BRAND, PRODUCT, OR SERVICE]?

  • What do you want improved about [INSERT COMPANY, BRAND, PRODUCT, OR SERVICE]?

  • How would you rate your satisfaction with each of the following at [INSERT COMPANY, BRAND, PRODUCT, OR SERVICE]?

  • What were the main reasons you chose to be a customer of [INSERT COMPANY OR BRAND]?

 

 

Testimonial

 

 

  • Would you be willing to provide a testimonial for [INSERT COMPANY OR BRAND] for marketing purposes?

 

 

Website

 

 

  • Have you visited the [INSERT COMPANY OR BRAND] website at www.[COMPANY].com in the past 3 months?

  • How would you rate the [COMPANY OR BRAND] website on each of the following?

  • What are the most important types of information you are looking for when you visit a website like [COMPANY OR BRAND]?

  • What type(s) of blog content would you be most interested in reading on the [INSERT COMPANY OR BRAND] blog?