Voice of the customer questions

In this final section we will see some of the commonly used types of questions you can use in your survey:

• Awareness and image – these questions brings out where your brand stands in the market and what the customers perceive it as. Example: “What comes first in your mind when you hear our brand name?”
• Communication – these questions ask the customers which platform of interaction they think is more comfortable with your company. Example: “Which of the social media platforms do you use more?”
• Competition – this type of voice of customer question will let the customers tell you their perspective of who your competition is. Example: “Have you purchased the same product from some other company in the past?”
• Concepts – ask a question to know whether they are liking your product, service or concept. Example: “How appealing would each of the following products would be to you?”
• Customer-specific – ask this question to get information on the customer that is unique to them. Example: “How long have you been with us in this journey?”
• Decisions – this question will have your customers themselves tell you what their purchase strategy is. Example: “What do you look for first while purchasing a product?”
• Demographics – this is a personal question intended to gain somewhat personal information about the customers so that you can adjust your marketing strategy accordingly. Example: “In which of the following ranges does your annual income fit in?”
• Negative feedbacks – be open to negative feedbacks as they are the prime source of your improvements. Don’t hesitate to ask questions to which you know there are going to be bad responses. Example: “How likely are you to buy the same product from some other brand?”
• Lead generation – ask a question to know if the customer is getting enough attention from the company. Example: “Do you need a follow-up from the company for any reason?”
• Performance – ask the customers directly about your performance and services. Example: “What do you like/hate the most about us?”
• Testimonial – knowing not all customers will be comfortable with giving their responses to be used as testimonials. But it wouldn’t hurt to ask, just don’t make it mandatory. Example: “Would you be interested in giving us a testimonial of your experience with us?”
• Value – ask the customers if their wants and needs were met by your brand. Example: “Did you find anything useful today?”
• Loyalty – use NPS^® (Net Promoter Score^®) to understand how much the customers are willing to spread your brand across their network. Example: “On the scale of 1-10, how likely are you to recommend us to your friends and family?”