Get Started with Voice of the Customer surveys in Microsoft Dynamics CRM 2016

Posted by admin on June 1, 2016

My boss recently returned from a conference all hyped up on Net Promoter Scores (NPS).  If you’ve never used them, they are basically just a way to rank how likely your current clients are to recommend you.  The value of NPS has been contested, but it’s never a bad idea to poll your clients to see how they feel about your company and its services.

Enter Voice of the Customer. Microsoft Dynamics CRM has a feature that allows you to easily create and send out surveys to gather this kind of information. Respondents can take your surveys from any device.  The feedback history is available to everyone in your organization, from sales to service to support.

The thing I like most is the complete control you have over the survey. It is so flexible and customizable. Want to give it a try?

Installing Voice of the Customer

You’ll need to install the Voice of the Customer application. You can do this by going to your Office365 admin panel. You will need to log in as a global admin or CRM admin to do this. Under manage all CRM instances, pick the instance you want to add VoC to, and click on the Solutions link to install.  Accept the terms and conditions and that’s it!

VoC is set up so you can start using the surveys right away without further configuration. If you have customizations in mind, you can configure those through the Settings tile.

Add all the bells and whistles

Design a theme.  You can use any of the pre-built themes for your survey, or create your own. Just go to VoC>Themes.

Upload images. Adding logos or other images to your theme? You will want to upload them first by going to VoC>Images.

Plan your survey questions. Any professional surveyor will tell, it is all about the planning. If you are using the survey to gather Net Promoter Scores, you will want to read up on the proper format here. For other surveys, be sure to define your purpose. That will help you create the right questions and send them to the correct audience.

Design your survey. Now you are ready to design the actual survey. Go to VoC>Surveys>New and start entering your data.  

Personalize your survey. Want to add the personal touch with a “Dear Sally” greeting on the welcome page or on the Thank You page? You can do this by clicking on the Edit button next to the field you want to personalize and click “Pipe” to choose the data to import.

Add conditional questions. Suppose a respondent gives you a rating of 3 (poor) out of 10 on a question.  You definitely want to ask why. But you don’t want to clutter up the survey with a lot of text boxes, so you would like this “why” text box to appear only if they give you a score of less than 7 (or whatever your preference is).  You can do this easily by clicking on the down arrow next to the survey name, and click Response Routings>Add New Response Routing. From there you can add the conditions and the follow up questions for your survey. 

Send survey invitations. You can send your surveys out in two ways: anonymous or non-anonymous.  Anonymous surveys have higher response rates and are easier to distribute, since you don’t need a personalized link. You can publish these links on social media, your website, and in emails.  Non-anonymous surveys are specific to the individual respondent. For example, when you send out a follow up survey to someone who just used your support desk or downloaded a whitepaper, you will want responses just from that individual. CRM will generate the custom URL for you.

Use Workflows to Route Responses for Action

You can use rules to trigger follow-up actions. For example, if a customer answers a survey question that indicates an interest in a solution or service, the system can generate a quote request and auto-assign it to a salesperson. Or, if a client submits a complaint in your survey, the system can create a new support case and route it for prompt handling. We use this feature to send our surveys after every support case closes. It is a great way to see if clients are satisfied with the level of service they received.

Why Use Surveys at All?

Surveys help you use customer feedback to identify gaps in your service, create more targeted marketing campaigns, and craft better offers to increase sales.

View the Survey Data

Probably the coolest part of VoC Surveys is the dashboard! You get a quick view of all survey data to date.  You can also run a Net Promoter Score report, export your survey summary and detail data.  Just go to VoC>Surveys and select a survey, then click Dashboard.


What? There are some limitations to VoC? Yes, unfortunately there are some built-in restrictions on VoC, mostly to ensure optimum performance.

  • Maximum of 200 surveys, and max of 250 questions per survey.
  • If you have enabled feedback for a survey, you can include a maximum of 40 questions.
  • You can send a maximum of 10,000 email invitations that include piped data in a 24-hour period and the system will hold max of 2,400 responses a day.
  • Overall storage capacity of VoC allows maximum of 1,000,000 survey responses.


Want to get started with VoC? For step by step instructions, you can visit here

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