Voice of the Customer (VOC) – Dynamics 365 CRM


For any business to be successful or improve their services, learning about their customers & customer feedback plays a pivotal role. Analyzing the feedback from customers and making required changes to the business process/models accordingly is part of any business growth. Keeping this in view, Microsoft Dynamics 365 CRM which is customer centric or revolves around customer relations has introduced a survey tool which can be embedded within your Dynamics 365 CRM and helps in capturing the customer feedback.

Voice of the Customer (VOC) was introduced with Microsoft Dynamics CRM 2016 online, and is used to capture feedback regarding our products or services from within CRM. With Voice of the Customer, we can set up surveys, distribute them to contacts or leads via workflows, and capture responses. The captured data can then be utilized for analysis, generating reports and making appropriate changes to our product/service.

This feature/app is available globally as Voice of the Customer solution for Microsoft Dynamics 365 CRM (here after referred as D365)  online subscriptions. It can be installed from the Applications area of Dynamics 365 Administration Center.


We will walk you through installation of the solution step by step in detail.

Sign in to with your Global Administrator or CRM System Administrator credentials.

  • Navigate to Admin Centers > Dynamics 365
  • In the D365 Administration Center window, navigate to Applications Tab.

Dynamics 365 Administration Center

  • Select the Voice of the Customer solution, and click on Manage. Proceed through Terms of Service to accept the terms.
  • Select any Instance from drop down list and click on Install.

Before Installation, the status of solution will be Not Installed. After clicking on Install, it will take few minutes to start installation and shows status as Installation Pending. When the solution is ready, status will change to Installed.

Note: During Installation Pending status, the CRM instance is in maintenance mode and is offline for a short period of time.


Once the Voice of the Customer solution is successfully installed, Voice of the Customer is added to the sitemap.

Survey Process

Using Voice of the Customer, user can conduct Email/Web-based surveys.

Create a Survey

 To create new survey record, navigate to Voice of the Customer > Survey.

On survey record by default, 3 forms are available as shown below:

  1. Survey
    Survey page has a theme, logo, behavior controls, as well as question/response configurations, we can modify them as per the requirement.  

  1. Designer:
    The Designer page allows us to design UI and questions for the survey. It provides options to add pages and questions. For example, we can design a welcome page to reflect the message that we would like our recipients to see upon opening the survey.

The survey questions can be added to a new page or on the existing page via the drag-and-drop editor. The user can double-click on questions to edit it, and the user can click on the edit button on the form for more editing options.

Once all the questions are added and required changes are done, preview the survey to check if all questions are saved properly (only saved questions will be displayed in the preview).

  1. Dashboard:

The Dashboard is the statistical representation of Survey data or survey response. It will display all the responses or feedback in bar graphs.

Distributing the Survey

To distribute or use the survey externally, we need to publish the survey. To do so, click on Publish button on the ribbon.

Once the survey is published, email snippet and anonymous link are automatically generated. These email snippets or anonymous links are used for distributing the survey to the customers.

We can test the survey page before sending it to the customers by using Test button. Test displays the survey page that will be sent to customers and the response provided in the test page aren’t stored as survey response.

The Test button will not work if the survey is not published.

The Test button displays only the published content where as Preview displays the saved content.


Email Snippet can be used in email templates or in the email content directly. For example, the below mentioned email snippet can be pasted in the email template or email content directly.

For Example, in above image, the Invitation Link Text field is set to Click Here. So, Click Here is displayed as a link in email and on clicking this link will redirect to the survey page. If the Invitation link text field is blank then the survey link is displayed in the email that is sent to the customer.

Here is an example of using email snippet in send email step of a workflow:

Taking Survey

Page 1: Welcome Page

Page 2: Questions Section

Page 3: Complete Page

Survey Responses

Once the survey is completed by customers, the responses that are given by customers are stored in Survey Responses entity.

The results of the survey are stored in Response Summary tab in the Survey Responses entity. It is an HTML page which displays the answers given by customers for all the questions from the survey.

Question Responses entity stores the records of each question and respective answer from the customer.

Response Outcomes – For every survey, there is an outcome after taking the survey (complaint or complement or appreciation, etc.) based on the Responses Routing created for the survey.

Limitations of VOC

  • There must be minimum of two pages in every survey.
  • A maximum of 200 surveys only can be published at any point of time. You might need to unpublish surveys which are not in use anymore, if needed.
  • We can include a maximum of 250 questions in a survey. If you’ve enabled feedback for a survey, you can include a maximum of 40 questions.
  • We can create a maximum of 25 pages per survey.
  • We can send a maximum of 10,000 email invitations in a 24-hour period. Any emails that exceed that amount will remain pending during that time and will automatically start sending when the time limit is over.
  • Voice of the Customer for Microsoft Dynamics 365 will pull a maximum of 2,400 survey responses per day. Voice of the Customer leverages Azure to host the surveys and capture responses. So, If there are more responses (more than 2400) in a day, 2400 will come in, remaining will remain in Azure until the next day.
  • Voice of the Customer for Microsoft Dynamics 365 allows storage of a maximum of 1,000,000 survey responses for an instance.

Posted By: Anil Bandari, Osmosee


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