Customize the survey experience with branching paths in Dynamics 365 Customer Voice

A happy customer is one who is listened to, their needs met. A resilient and successful business is one who fosters happy, loyal customers. Where these Venn Diagrams meet is an efficient and easy way to ask for and give feedback. Standard, generic feedback won’t give the nuanced insights to help a company serve its clients and grow; yet asking for specific, detailed feedback usually calls for time-consuming manual labor, developing a myriad of surveys for common situations and experiences.

Dynamics 365 Customer Voice provides a solution to the dilemma of gathering nuanced, specific feedback without expending an overabundance of energy. With branching rules, a company can design one survey that customizes as it goes, leading the surveyed down a question path that is determined by their previous answers. Finally, a way to ask applicable, targeted questions, and for the customer to be fully heard.

What is Customer Voice?

Customer Voice is a Microsoft Dynamics 365 application for building, sending, and analyzing surveys. Companies can custom design surveys to align with their brand, use pre-built questions or make their own, and automate when surveys send based on where a customer is in their journey.

The pre-built survey questions and survey suggestions within Customer Voice help companies align with survey best practices. When surveys are answered, Customer Voice generates visual insights, graphs, and dashboards of results with for actionable insights. For more about Customer Voice and survey best practices, see our previous blog on the topic.

Branching rules

Branching rules allow survey makers to set conditions that send customers down varied paths depending on how they answer questions. Branching can be simple, creating two branches of the survey that last just one or two questions, or more complex, creating several branches over multiple questions. Branching allows for personalized, specific surveys that customers will appreciate, rather than generic surveys that include questions that don’t apply to them.

For example, a survey would begin the same for all customers who visited a business to buy a product, but based on how they answer the question how satisfied are you with your customer service representative, customers will receive one of three follow-up questions. If customers answer “very satisfied,” or “satisfied,” the next question will ask what was satisfying about their service with a corresponding list of positive experiences. If customers answers “neither satisfied or dissatisfied,” “dissatisfied” or “very dissatisfied,” the next question will ask what could have improved their visit, complete with a list of negative interactions.

Another scenario: a company hosts a speaking event and sends a survey afterwards. The survey includes a question about the attendees’ job titles. Based on which option from a provided list each attendee chooses, the questions that follow are designed to ask about the helpfulness of the speaking event, what events that attendee would like to see in future, and provides a thank-you email with additional events the company hosts that cater to their job title. 

Personalizing surveys with customer data

When designing a survey, certain variables can be added to customize the survey, which appear as generic text surrounded by double brackets. Customer’s first name, last name, and product names can be inserted into the survey. If a company is leveraging the integrations of Power Automate, further variables can be created to personalize the customer’s experience with the survey.

Customer Voice is an intuitive, efficient application for businesses to create, customize, and automate surveys. With template questions and features that align with survey best practices, it’s easy to create effective surveys and send them at ideal times in the customer’s journey. Branching rules can be used to create interactive, specific surveys that apply to the unique experiences of your customers and avoid questions that would be repetitive, unnecessary, or unproductive for them to answer. Use branching for simple and quick survey paths, or for more intense and detailed survey variations.