Published by Barry Francis on the 11 of June 2018.


Voice of the Customer Setup

Single and Multiple Responses Setup
Short and Long Answer
Descriptive Text
Numerical Response
Net Promoter Score
Customer Effort Score
Smilies Rating
List of Ratings
Single Rating in Columns
Multiple Rating in Columns
Fixed Sum
Upload File
Response Routing
Pipeline Dynamic Data Fields
Unsubscribe Included on Survey
Survey Responses



Voice of the Customer Setup

To associate the Voice of the Customer application to your Dynamics 365 instance, log into your Office 365 admin centre, then open the Dynamics 365 admin center.

Under the Applications tab, find and select the Voice of the Customer application. Then select the Install button to begin installing this new application.

You will then be taken to a setup window where you will specify the instance (if there are more than one instance) and accept the terms and privacy statement.

You will then see a notice that the solution installation is in progress.

Once completed, head back into Dynamics 365, there you will notice that a new site map has been added; Voice of the Customer.

Voice of the Customer Limitations

There are a few limitations to this tool that you will need to be aware before continuing with the voice of the customer process. These are:

  • Outside of the current Enterprise plan license, users with other license types will not be able to create or edit surveys, but will be able to respond to surveys. All other enterprise plan licenses (Dynamics 365 for Sales, Dynamics 365 for Customer Service, Dynamics 365 for Field Servies and Dynamics 365 for Project Service Automation included) will have full access to this tool.
  • The number of published surveys is limited to 200 at one time. You will need to expire some of your existing active surveys to publish more.
  • The number of questions on each survey is limited to 250 questions.
  • The number of survey responses are limited to 2,400 responses per day. As Azure hosts and posts reponses back to Dynamics 365, the polling will be limited per day. If another 50 come in following the limited 2,400, these 50 are not lost, but will pull through the following day and add to that days polling amount.




When creating a new theme, its important to note the sections of the theme form.

First off is the General section where you can customize the form colour schemes based on the colour controls below the theme name.

Selecting the Header control will open the colour variations tab.

The same controls exist across all the colour schemes above the survey preview.

Thereafter, you can work on the CSS tab for additional options and colour variations.

Or you can adjust the colour schemes using Hex colour codes.

To create a logo which can then be associated to a survey, navigate to Voice of the Customer < Images and click on the New button.

There you will need to supply a name for the logo, which should then update the image title and alternative text.

Once created, open the Custom Icon tab to upload your image. Locate the source of your logo, then set the format the image is meant to be. Save the changes to view the preview of the logo and its hosted link.


To create a new survey, navigate to Voice of the Customer < Surveys.

There, click on the New button to create a new survey.

The survey form is separated into three different sections, namely:

  • Survey. The survey form allows you to set the surveys run-time, invitations and responses.

The survey form allows you to completely configure the layout the survey will take, from it’s colour, to its logos and controls.

Items to note from the survey form include:

  • Survey controls. You will able to decide on the following two option controls:
    • Restricting Multiple completions
    • Anonymous Responses
    • Use Captcha
    • Allow Unsubscribe
  • Appearance
    • Theme
    • Logo
    • Show Progress bar
    • Show Page Numbers
  • Navigation and titles
    • Header text
    • Survey completed text
    • Footer text
    • Next text
    • Previous text
    • Submit text
  • Actions
    • Create lead for anonymous responses
    • Create alert task
    • Calculate score
    • Automatically send email response

When selected, asks for the email template you want to use.

  • (Continued)
    • Unsubscribe

If you set Unsubscribe to Yes, a new set of options will become available whereby you can decide what to do with the contacts preferences.

Once one of the above controls have been edited, save the changes made, then click on the Preview button on the ribbon above to view the changes made.

  • Designer

This form takes you straight into the actual surveys layout. Here is where the actual design of the survey takes place.

Begin by writing out the survey’s welcome message.

When survey parts have been added to the page, there are editing tools that become available above the field/part. These tools include:

  • Inline editing

Edit the title and questions on the field itself.

  • Edit the default settings for the question

Edit the visibility, requirement and questions related to the field.

  • Delete/Remove

Drag and drop any one of the following survey parts onto the form. Here are the Survey parts and how they operate.

  • Dashboard

This item is handled later under the Survey Responses section in this post.

The below items cover the survey parts available within the survey designer.

Single and Multiple Responses Setup

If you want users to offer a single select answer from a list of options, use the single response survey part.

Edit anyone of the single responses and add new single responses.

You will be able to set the following types:

  • Big buttons
    • You will be able to define the number of columns for this type.
  • Radio buttons
  • Drop down list
  • Scale
    • Scaling will allow the score definition ability to become available.

Multiple responses allow users the ability to choose more than one answer instead of the single response.

Short and Long Answer

If you require short and long answers whereby respondents canfill in a small or large text box, drag and drop on the short and long answer parts

You will be able to set a maximum length, regular expression and value into the fields parameters.


Most survey’s usually request a rating system from their respondents. The rating survey part allows you to set this into your surveys through a visual representation, allowing respondents the ability to select a rating that best applies to their experience.

Star rating

Smilies rating

Aside from changing the name of the field, you can hover over the rating field and click on the edit settings button and choose the image type you wish to have on the rating.

You will also be able to set:

  • Show cancel option. This allows respondents the ability to reset their rating selection.
  • Number of items/ratings available.
  • Allow half-rating lets the respondents give a hald-rating within the number of items available.
    • This functionality allows you to set a scoring set (100-0 or 0-100) which can be used post the surveyresponse to determine a scoring weight on how respondents answered these ratings.

The date survey part allows the respondent to enter in a date specific to the survey.

Descriptive Text

Use this survey part to enter in a descriptive section on the survey. This part will not require any response from the survey taker, but aims to add more details to the survey within a section.

Numerical Response

If the response required is a numerical one only, use the numerical response field.

The numerical response field can be set to be a whole number or decimal field and can have maximum or minimum values.

Net Promoter Score

This field is basically a slider field, allowing the respondents to select an option along a slider. Because a slider is used, the scoring system is available for use should you wish to use it.

The types of slider you can include on your slider are:

  • Scale

  • Big Buttons

  • Radio Buttons

  • Drop Down List

When using a scale, you can enable social sharing based on the response. Once set to Yes, you will be able to set which social channel the response can be shared on.


Ranking allows the respondents the ability to select an option from a pool of answers.

The ranking pool can be randomized in the order you place it or set to be randomized.

Customer Effort Score

Customer effort score (CES) is a response you can use to determine the amount of effort the respondents have had to take regarding the reason for sending out the survey.

There is very little different between this field type and the Net Promoter Score field. However, the main difference between the two is the type of field you can set for this effort score. You can set:

  • Single line of text
  • Multiple lines of text
  • Numeric
    • Whole number
    • Decimal
  • Single response option set
    • Big buttons
    • Scale
    • Radio buttons
    • Drop down list
  • Multiple response option set
    • Big buttons
    • Checkbox
  • Date Time
  • Rating
  • Descriptive text
  • Email
  • Web Site
  • Ranking
  • Fixed Sum
  • File

Because you can use the scale type, you will be able to enable single response sets to be enabled for social as well as the scoring system.

You will also be able to determine the number of items used and edit the left and right labels.


Much like the Customer effort score (CES) and Net Promoter Score fields, the Customer Satisfaction Score (CSAT) allows you to capture the customer satisfaction score instead of the effort the survey taker has had to take.

If you use this field, the real difference between CSAT and CES are seen under the General tab where the Customer Effort Score is set to No and and Customer Satisfaction Score is set to Yes.

The same field types are available to the CSAT question selection as seen on the CES question.

You will also be able to determine the number of items used and edit the left and right labels.

Smilies Rating

There is not much that I would need to describe here. The respondents will set their response to the face that best describes their experience.

List of Ratings

Instead of listing a single rating, using the List of Ratings will allow you the ability to list a number of rating questions.

The type of ratings you can use are:

  • Star
  • Smilies – sad to happy
  • Smilies – neutral to happy
  • Flags

You will also be able to set the number of items for rating, allow half ratings, show cancel and include tooltops (one per item).

Single Rating in Columns

The single rating in columns survey part will allow you the ability to setup a single response with the same column criteria for all questions associated.

This is a great way of exploring a broad selection of items under the same criteria.

Multiple Rating in Columns

Much like the above single response, the multiple rating in columns survey part allows the survey taker the ability to provide multiple responses for each column and question.

Fixed Sum

Instead of the single fixed sum field, you can have multiple fixed sum fields that total each other at the end of the list of questions.

Upload File

To allow the respondents the ability to upload documents or other attachments, place an update file survey part into the survey.


To add another section to the form, double click on the Section button to open the new section window. Fill in the description, set a survey image and then go back to the survey designer to see the new section on the survey.

Now that we have an idea of the type of fields we can use, let us look at an example of a response routing.

Response Routing

Based on a field response, you can display additional sets of survey fields. To do this, set all the fields you want to show based on the response of the field to be hidden (If you want to display these additional fields).

Once done, navigate back to the survey. Click on the related record arrow next to the survey name and select Response Routing.

Choose to add a new response under the associated view.

Enter in the name of the response routing records and then click on the Plus icon to create a new condition.

Within the condition, set the name of the condition, the response routing record, survey this condition is connected to, the question that influences the condition.

The operator you can select is either:

  • Greater Than
  • Less Than
  • Selected

If Greater than or Less than is selected, a comparison value will need to be provided. If selected is chosen, then the answer field will need to be provided.

Back under the response routing, click on the Plus icon under the action tab.

Under the client tab, enter in the survey that this action is connected too, the action, page, section and question that the response routing is influencing.

The actions that are available are:

  • Show
  • Hide
  • Skip To
  • End Survey
  • Chain Survey
  • Toggle Visibility

Based on the above, once the value is selected, the action you have set will kick off.

Pipeline Dynamic Data Fields

If you want to include dynamic data into the survey questions, simply open the default settings window for the question and, under the general tab, click on the (Pipe) drop down list and choose one of the available options.

As seen in the above figure, if you use _CUSTOMER_PIPED_DATA, the text will be replaced by the name of the customer.

Unsubscribe Included on Survey

Within the survey, you can include a link that will allow the respondent the ability to unsubscribe to the survey.

Under the survey section of the survey forms, select the Allow Unsubscribe to allow for this action to be available on the survey. Once set to Yes, include the published survey and the text that will show on the survey.

Survey Responses

Once you have fully designed the survey through the theme, logo and designer, you can finally publish the survey.

To do this, simply click the Publish button on the ribbon.

Once you received the response that the survey has been successfully published, we can begin distributing the survey to receive the survey responses applicable to the survey you have created.

On the survey, a link will be generated whereby you can copy and send via any communication channel of your choosing.

Clicking on the link will also open the survey as the respondent would view it.

Alternatively, copy the email snippet to be included within an emails body. This text will automatically be overridden with the

Once distributed, either navigate to the Survey Responses entity under the Voice of the Customer module or open the survey the responses would be linked too.

There you will be able to view all the responses connected to this survey.

Opening the response will show you all the details related to the respondents responses to the survey, including when the survey was completed, what time it was received, if the survey results were shared and to which social channel (Facebook, twitter, Google or Linkedin).

You will also see the following score details if you utilized scoring:

  • Score (as a total for the response)
  • Max survey score (as a total for all scores on the survey)
  • Score as a percentage (the respondents score * the max survey score /100)

The outcomes of the net promoter score will also have its own section whereby you can view any comments, NPS type, facial expression (Delighted etc) and facial expression type (positive etc).

You will also be able to view the responses connected to the survey through the survey itself, utilizing the Dashboard form component .

Alternatively, on the survey response, you will see a summarized list of all the responses given to each question.

One last place to view survey responses is to select the survey you wish to see all responses for, then click on the Ellipsis button and choose to run the Survey summary report.

Within this report you will get an overview to all the responses connected to that survey.

One item I did noticed with the survey responses is that they do not come through immediately once the survey is completed. Please do keep in mind that it may take some time for them to come filtering back through to your Dynamics 365 instance.

You can also include the survey invitation in a workflow that can get promoted once a ticket/case/incident is closed. I also wanted to bring to your attention the additional steps included within the workflow steps for VoC:

  • Convert response to feedback
  • Copy survey response attached to email (which can then be used to mail a service manager)
  • Get most recent survey response
  • Get process details
  • Get question response (if there is a survey question response that interests you)


Before we work through the feedback section with regards to the VoC solution, please note that using this part of the survey will create a new custom entity dedicated to just that survey and a record per response. Therefore, its highly suggested that it you use this feature within the survey, that you use it for survey’s that will have the greatest lifespan like customer service surveys. Using it for each and every survey will use up your Dynamics 365 storage as well as causing performance issues as new records keep entering your instance.

To being, create a blank unmanaged solution within your instance. Navigate back to your existing survey and open the Feedback tab.

You will be able to generate feedback automatically once the survey has been published or manually.

Once the above has been setup and the survey published, new feedback records will be created based off the responses that come through for this survey.

One item to note when you wish to add additional customization’s to the solution that contains this new entity, is that the solution may appear empty. This is not to say that the entity does not exist, it will still exist when you choose to add existing entities.


During my time with the Voice of the customer solution, I was having issue when attempting to publish or preview the survey. Each time I tried to preview the survey, the Translation annotation would update and nothing would happen.

Then if I tried to stop or publish, I would receive an error.

Following some research, I found that by uninstalling the solution and re-installing the solution from the Dynamics 365 admin center solved the issue.

I would recommend seeing if you can publish and preview the default survey that comes with the solution before working on it.