Improving Customer Experience Using Voice of the Customer with Microsoft Dynamics 365

Customer Voice

Customer experience (CX) is the interactions between a customer and an organization throughout their business relationship. Customer experience is an integral part of Customer Relationship Management (CRM), and it’s important because a customer who has a positive experience with a business is more likely to become a repeat and loyal customer.

Harvard Business Review conducts research and consulting on customer journeys, and they found that organizations who skillfully manage the entire experience reap significant rewards; enhanced customer satisfaction, reduced churn, increased revenue, and greater employee satisfaction. They also discover more effective ways to collaborate across functions and levels, a process that delivers gains throughout the company.

HBR’s research shows that most customers are not fed up with any one particular phone call, field visit, or other interaction. What reduced satisfaction was something few companies manage — cumulative experiences across multiple touchpoints and in multiple channels over time.

Think about a routine customer interaction, e.g. a product query. Your company may receive hundreds, thousands or maybe millions of phone calls about the product and each must be handled well. A customer might have been trying to ensure uninterrupted service after moving, or make sense of the renewal options at the end of a contract, or fix a nagging technical problem. A company that manages complete journeys would not only do its best with the individual transaction but also seek to understand the broader reasons for the call, address the root causes, and create feedback loops to continuously improve interactions both before and after the call.

Superior customer experiences have become one of the leading differentiators in earning the business of today’s customer. Customer experience is about designing your processes for meeting or exceeding customer expectations, thereby, increasing customer satisfaction, loyalty and advocacy.

Furthermore, research by American Express found that 60% of customers are willing to pay more for a better experience.

Getting started: Dynamics 365 “Voice of the Customer”

When it comes to designing your customer experience, getting valuable feedback from your customers is crucial to your success. Dynamics 365 (formerly Dynamics CRM) has a feature called Voice of the Customer, and it’s more than just a survey program.

Voice of the Customer is a Dynamics 365 feature that helps you capture feedback regarding your products and services. With Voice of the Customer, you can start with a NPS (Net Promoter Score) survey; or configure multiple question and branch-able surveys easily, distribute them to contacts, and capture the responses. Surveys work across devices including phone, tablet, and computer.

The survey analytics included with the Voice of the Customer help you act on customer feedback by identifying gaps in service, running targeted marketing campaigns, or sending offers to increase sales.

AKA Microsoft Dynamics 365 Survey Feature Screenshot


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


  • Surveys include a variety of questions and formats
  • Automatically capture feedback for reporting purposes
  • Complete control of the look and feel to match your brand and color guidelines
  • Trigger action items automatically based on feedback or scores

Microsoft Dynamics 365 Customer Satisfaction Feedback Screenshot

Watch Part 5 of our Microsoft Dynamics Deep Dive Series: The Voice of the Customer, for a live demonstration that will help you get started with your customer experience program.

Alternative Text

Contributor: AKA Enterprise Solutions

AKA is comprised of professionals with deep experience in business, technology, and their respective industries. Our team members regularly share their knowledge and expertise through blog articles. We hope you find them helpful, and we welcome your comments.

Leave A Comment