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55 Voice of the Customer Questions: The Key to Insightful Feedback

Kate Williams

29 November 2023

4 min read

Understanding your customers is critical for business success. The Voice of the Customer (VoC) questions provides a reliable method to gain these insights. It enables organizations to probe the minds of their customers, finding what works, what doesn’t, and where improvements can be made.

As every business is unique, so are their customers. Therefore, crafting the perfect voice of the customer survey is not a one-size-fits-all task.

Before we dive into the article, the 55 best VoC questions, let’s explore some important factors affecting these questions, the value of their feedback and how SurveySparrow helps you make use of them.

Factors Affecting the VoC Questions

The quality and relevance of your voice of the customer questionnaire largely depend on several key factors. Understanding your customer’s journey, their expectations, and preferences is critical. The language used should be clear and accessible, encouraging genuine responses.

Similarly, question length and format are crucial elements that may affect response rates and the quality of feedback.

Why Customer Feedback Matters

Your customers’ thoughts, feelings, and perceptions of your brand form a crucial part of your business intelligence. They can provide information on areas of your operation that can be enhanced, areas where you excel, and insights into what your competitors are doing right or wrong.

Essentially, the feedback offers a direct line to understanding and improving customer experience.

Value of Asking the Best VoC Question

Asking the right VoC questions can yield valuable insights that could positively influence your company’s future direction. It not only helps to understand their satisfaction and loyalty but also assists in identifying opportunities for product or service improvements. Moreover, it can give insights into market trends, customer behavior, and preferences that can drive strategic decisions.

55 Best Voice of the Customer Questions

Let’s delve into our list of the 50 best questions to include in your Voice of the Customer questionnaire survey. These have been categorized to target specific areas of customer feedback and here are the questions on:

Awareness and Image

1. How did you first hear about our company?

2. What is your perception of our brand?

3. Can you describe our company in three words?

4. What sets us apart from our competitors?

5. What words would you use to describe our brand personality?


6. How satisfied are you with the frequency of our communication?

7. Do you find our communication informative and useful?

8. Are our messages clear and easy to understand?

9. What is your preferred method of communication with us?

10. What additional information would you like to receive from us?


11. What are other companies in our industry doing that you appreciate?

12. What made you choose us over our competitors?

13. Who do you see as our main competitors?

14. How would you compare the quality of our products or services to that of our competitors?

15. What could we do to convince you to choose us over our competitors?


16. How well do our products or services meet your needs?

17. Do our products or services provide good value for money?

18. Are there any other products or services you would like us to offer?

19. What was your first impression of our product/service?

20. What improvements would you suggest for our product/service?


21. How satisfied are you with our customer service?

22. Are our employees knowledgeable and helpful?

23. How easy is it to navigate our website or use our app?

24. How likely are you to recommend us to a friend?

25. What was your primary goal or objective when you visited our website/app?


26. What was the most influential factor in your decision to purchase from us?

27. If you were to review our product/service, what rating would you give?

28. Would you buy from us again in the future?

29. What challenges does it solve for you?

30. If you could change one thing about our product/service, what would it be?

Demographics or Firmographics

31. Can you please specify your age range?

32. Can you share your job title or industry?

33. What’s your preferred method of purchasing: online or in-store?

34. In which city or region do you reside?

35. What is your gender?

Key Performance Indicators (KPIs)

36. On a scale of 1-10, how would you rate your overall satisfaction with our product/service?

37. How likely are you to repeat business with us?

38. How likely are you to refer our business to others?

39. On a scale of 1-10, how would you rate your overall experience with our company?

40. How would you rate the value for money of our product/service?

Lead Generation

41. Would you be interested in receiving information about our new products/services?

42. Can we contact you for further feedback or inquiries?

43. Would you like to be part of our customer loyalty program?

44. Would you like to receive exclusive offers and discounts via email?

45. Are you interested in participating in our upcoming customer events or webinars?


46. Are you satisfied with the quality of our product/service?

47. Do they perform as you expected?

48. How well does it meet your needs?

49. How could we improve the performance of our product/service?

50. How would you rate the reliability of it?

Testimonials Questions

51. Would you be willing to provide a testimonial about your experience with us?

52. What was your favorite part about your experience with us?

Website Questions

53. How easy is it to navigate our website?

54. Did you find the information you were looking for on our website?

55. Are there any improvements you would suggest for our website?

It is important to note that each category should contain more than 2-3 questions to gather comprehensive feedback. The remaining questions should be customized according to your specific needs.

SurveySparrow’s conversational interface ensures higher response rates and creates an engaging survey-filling experience for your customers. Take a look here.

It’s easy to use, saves time, and is effective. Use widgets in executive dashboards to analyze data and take actionable insights. Try out our 14-day free trial now!

Wrapping Up

A well-structured voice of the customer survey is a gold mine of valuable information. It allows businesses to uncover areas of opportunity, strengthen relationships, and drive strategic decision-making. By leveraging these 55 VoC questions, you can gain deep insights into customer attitudes and behaviors, contributing to business growth and success.

Remember, the ultimate goal of the voice of the customer questionnaire is to listen, understand, and act upon the feedback. So, it’s not just about asking the questions – it’s about how you utilize the responses to drive positive change in your business.

Always ensure your questions are clear, concise, and open-ended where possible to encourage detailed responses. Let the voice of your customer guide your path to success. Happy surveying!


Kate Williams

Content Marketer at SurveySparrow

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