Voice of the Customer Questions

This article provides a categorized question bank for designing effective Voice of Customer (VoC) surveys and interview guides. The goal of these questions is to capture both measurable feedback and the rich, descriptive verbatims needed to prioritize and define process improvement projects.

Section 1: Quantitative & Foundational Questions (Surveys)

These questions yield numerical data (scores and percentages) that are easy to track over time and link directly to business metrics.

Loyalty & Advocacy (NPS)

• On a scale of 0 to 10, how likely are you to recommend [Our Company/Product/Service] to a friend or colleague?
• How does the value you receive compare to the price you pay? (Scale 1-5)

Satisfaction (CSAT)

• How satisfied were you with your most recent interaction with our [Department/Feature]? (Scale 1-5)
• Rate the quality of the solution provided by our support team. (Scale 1-5)
• How satisfied are you with the speed of our delivery service? (Scale 1-5)

Effort (CES)

• How easy was it to complete [Specific Task, e.g., reset your password/return an item]? (Scale 1-7)
• To what extent do you agree with this statement: "The company made it easy for me to handle my issue." (Scale 1-5, Strongly Disagree to Strongly Agree)

Section 2: Qualitative & Discovery Questions (Interviews/Open-Text)

These questions are designed to gather the verbatim comments (raw VoC) needed for the translation matrix and affinity analysis.

Eliciting Pain Points (Friction)

• Thinking about your recent experience, what was the most frustrating part of the process?
• If you had a magic wand and could instantly change one thing about [Specific Process/Feature], what would it be?
• Tell me about a time our product or service failed to meet your expectations.
• What obstacles did you face when trying to [achieve a specific goal, e.g., set up your account]?
• What makes you hesitate or pause when you reach the [specific step, e.g., payment screen]?

Identifying Needs and Expectations

• What are the top three things you expect from a company when using a product like ours?
• What is the most important outcome you are looking for when you use [Feature X]?
• How would you define "success" or "a great experience" with our product?
• If we were doing a perfect job, what would that look like?

Understanding Impact

• When [the problem] happens, how does that affect your day or your business?
• What is the cost (in time, money, or frustration) of this issue?
• Is this issue a minor annoyance, or does it prevent you from achieving your goals?

Section 3: Process and Behavioral Questions (Deep Dives)

These questions focus the customer's attention on a specific part of the user journey, ensuring a chronological and detailed account of the process.

The Journey Walkthrough

• Please walk me through, step-by-step, the last time you [Performed the action related to the focus area].
• At what point in the process did you decide to [make a purchase/contact support/give up]?
• When things were working best, what was happening?
• At what stage do you typically leave the process to search for external information?

Comparison and Alternatives

• What other [products/services] did you consider before choosing ours?
• What is one thing [A Competitor] does better than us in this area?
• What prompted you to start looking for a solution like ours in the first place?

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