Voice of Customer (VoC) Survey Template

This is a basic template for a Voice of Customer survey. It helps capture quantitative, qualitative, and demographic data from your customers.

Section 1: Loyalty and Overall Satisfaction (Quantitative)

These questions capture key loyalty and satisfaction metrics, often used in the Define/Measure phases.

Q1. Net Promoter Score (NPS) On a scale of 0 to 10, how likely are you to recommend [Company/Product/Service] to a friend or colleague?

• (0 = Not at all likely)
• (10 = Extremely likely)
• Data Type: Quantitative (0-10)

Q2. Customer Satisfaction Score (CSAT) How satisfied were you with your most recent interaction with our [Department/Product/Process]?

• (1 = Very Dissatisfied)
• (5 = Very Satisfied)
• Data Type: Quantitative (1-5)

Q3. Customer Effort Score (CES) How easy was it to complete your goal today (e.g., resolve an issue, complete a purchase, find the information you needed)?

• (1 = Very Difficult)
• (7 = Very Easy)
• Data Type: Quantitative (1-7)

Section 2: Critical-to-Quality (CTQ) Drivers (Qualitative Verbatims)

These open-ended questions capture the true Voice of Customer (VoC) needed for the translation matrix.

Q4. Open-Ended Feedback (The "Why") You gave us a score of [Insert Q1/Q2/Q3 Score here]. Could you please tell us in your own words the primary reason for that score?

• This response is the "Raw VoC" verbatim that goes directly into the VoC-to-CTQ Translation Matrix.
• Data Type: Qualitative (Text)

Q5. Friction Points / Pain Points What was the most frustrating or difficult aspect of your experience with [Product/Process] today?

• Focuses on identifying defects and negative quality drivers.
• Data Type: Qualitative (Text)

Q6. Desired Feature / Improvement (Future VoC) If you could change one thing about our [Product/Service/Process], what would it be?

• Focuses on unstated or latent customer needs and potential future CTQs.
• Data Type: Qualitative (Text)

Section 3: Demographic / Process Context (Categorical)

These questions help you segment the data for more targeted analysis.

Q7. Segment Identification Which category best describes your use of our product/service?

• ( ) New Customer
• ( ) Established Customer
• ( ) High Volume User / Enterprise
• ( ) Low Volume User / SMB
• Data Type: Categorical

Q8. Process Step Trigger When did you receive this survey?

• ( ) Immediately after using [Feature/Service]
• ( ) 3 days after Onboarding
• ( ) 30 days after Purchase
• ( ) Other: [Text Input]
• Data Type: Categorical

‍