Voice of the Customer

Voice of the Customer: Survey Feature within Microsoft Dynamics 365

By Amarat Mitharo, Pre-sales Consultant, Pythagoras

Voice of the Customer (VoC) was a third-party solution that Microsoft acquired in 2015 and allows organisations to send out surveys to customers, with native integration with Dynamics 365 Online. All survey responses are saved to Dynamics 365, where they can be reported on and actions created automatically. VoC is shipped with Dynamics 365 and is available with Dynamics 2016 Update 1.

Voice of the Customer

Voice of the Customer Capabilities

Voice of the Customer enables users to create surveys from a single user interface without the need of a third-party product such as SurveyMonkey. Dynamics 365 users can act immediately if low-scored surveys are received, compared to survey responses sitting within a third-party product for weeks or months, where no action has been taken to improve customer satisfaction.

Some elements and items in a VoC survey can be configured. Logos and custom images can be uploaded and applied either within the header, or a specific section within the survey questions. The image uploader supports .jpg, .png and .gif files and once an image has been uploaded, users are provided with a unique URL and can preview the image.

The theme functionality allows users to tailor a survey’s look and feel by using custom colours via a colour picker. Additionally, CSS functionality is held within the ‘themes’ entity, which enables front-end developers to create a bespoke look and feel to align with the organisation’s brand. Once themes have been created, they can simply be selected by using the lookup field on the survey settings form.

When creating a new survey, the role-based form editor is split into three forms where users are presented with configurable options:

Voice of the Customer


The Survey form contains basic information as well as invitation options for anonymising responses or email snippets. Email snippets enable the organisation to capture responses from certain contacts or accounts, which are captured and stored in the customer’s record as a sent email. Customers also have the ability to opt-in/out of future surveys, which will be important for General Data Protection Regulation (GDPR) compliance.


The second form, Designer, enables users to drag and drop questions to the survey form from a whole host of different survey parts. These can include anything from short answers to Net Promoter Scores. Each question has a number of attributes such as response types, tooltips, required questions etc., which determine how each question behaves on the survey. On completion of the survey design, it can be rendered and tested by a Dynamics 365 user; changes can be made if certain question parts do not function correctly.

Voice of the Customer


Finally, the last form contains feedback and statistics from the survey so it can be monitored and reported on in a dashboard. For example, users can monitor how many times a survey has been sent out (as an invite), number of received responses, average scores, etc. VoC dashboards can also be used on Dynamics 365 home screen dashboards. Alternatively, Power BI can be used to provide more visual representations of survey data. These Power BI visualisations can then be put on the Dynamics 365 home screen where users can drill into the raw data to gain more insights.

Voice of the Customer: A Summary

  • Improved Customer Service & Response

  • No need for third-party tools

  • Works entirely within Dynamics 365

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