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Use Microsoft Dynamics 365 Voice of the Customer to Improve the Customer Experience

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Customer experience (CX). We’re hearing the term a lot these days, but what is it? It represents the interactions between your customer and you throughout your entire relationship. It also plays a big role in Customer Relationship Management (CRM), and it is critical because positive experiences turn prospects and customers into loyal, repeat customers.

Voice of Customer

A study by the Harvard Business Review found that organizations that are able to manage the entire experience in a skillful way realize significant rewards: better customer satisfaction, a reduction in churn, increased revenue, and even increased employee satisfaction. Collaboration across functions and levels also increases, which delivers even more benefits.

The research also shows that most customers don’t walk away because of a particular phone call, field visit, or other interaction. Satisfaction is reduced by something few companies pay attention to and manage—cumulative experiences across many touchpoints, in multiple channels over time.

Consider this: Your company receives hundreds or thousands (or maybe millions) of calls about a product. Each call must be handled well. However, an organization that manages the complete journey works not only to manage an individual transaction but to understand the broader story behind the call, addressing root causes and creating feedback loops to continuously improve interactions before and after a call.

Today, a superior customer experience is a leading differentiator in earning customer business. It is all about designing your processes to meet—and exceed—customer expectations, thereby increasing satisfaction, loyalty, and advocacy.

American Express backs this up, finding that 60% of consumers are willing to pay more for a better experience.

NPS Survey

Get started with Dynamics 365 "Voice of the Customer"

So, how do you go about designing your customer experience? It starts with getting valuable feedback from your customers. Microsoft Dynamics 365 (formerly Dynamics CRM) offers a feature called Voice of the Customer, which is much more than a survey program.

Voice of the Customer enables you to easily capture feedback about your products and/or services. Start with a NPS (Net Promoter Score) survey, configure surveys with multiple questions and branches, distribute surveys to contacts, and capture their responses. Surveys created using this feature also work across devices.

Analytics provided by Voice of the Customer give you the information you need to act, identifying gaps in service, running targeted marketing, or creating offers to increase sales.

Microsoft Dynamics 365 Survey Feature Screenshot


  • Capture sales and customer service metrics
  • Provide team members with customer feedback visibility
  • Trigger actions based on business rules, survey results, and even segments of business process flows
  • Report on survey and CRM data


  • Surveys come in a variety of questions and formats
  • Feedback is automatically captured for reporting purposes
  • Look and feel can be designed to match brand guidelines
  • Action items can be triggered automatically based on feedback or scores


Customer Satisfaction Feedback Feature MS Dynamics 365


Get started on your customer experience program. Join AKA on May 25th for Part 5 of our Microsoft Dynamics Deep Dive Series: The Voice of the Customer for a live demonstration.

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