Dynamics Tutorial: voice of the customer (Surveys)


We live in a time when customers want to be heard and if you don’t listen to their feedback, good or bad then social media will and this could potentially damage your company reputation. This guide will help you get started.

What is ‘Voice of the customer’?

Voice of the customer gives you the ability to create surveys from within Dynamics 365 to obtain feedback about your products and services via phone, tablet or if you are really old school….on a computer! This will prove invaluable once the data is back in Dynamics.

How do I install this? 

You should see the Solution in your Dynamics admin portal, probably on page 2 of your solutions and this needs to be installed. it takes about 5 minutes for the solution to finish installing.

If you refresh CRM and can see Voice of the customer areas in the menu you are half way there. If you see these but then go into themes and do not see a default theme, or you get random errors when trying to do anything, it is because you just made the same mistake as I did and you did not open your solution in CRM and click the ‘Enable’ button. Give this a go and refresh your browser again.


Now go to Voice of the customer > Images > Upload an image if required

Go create a custom theme to match your corporate colours > Voice of the customer > Themes >


Save the above and go to the Surveys area and begin creating your survey as seen below, alternatively use the default survey and just change the theme and logo to use yours.


Survey Run-time & Invitations and Actions areas on the ‘Create survey form’

Rather than explaining every single field in this area to you, most of it is quite straight forward to fill in. The best thing to do is hover over each field for information on what is expected here or alternatively as mentioned earlier, use the default survey form as a base and simply change the theme and logo.

You now need to design the form

Switch to the ‘Designer’ by changing the form being used as seen below


Within the designer you will see three pages down the left hand side of the screen. The first is the welcome screen people will see when opening the survey. The second is the questions they will see and the third page is when they have completed the survey.

On the second page simply drag and drop items from the right hand side of the screen into the middle, such as the rating which allows you to ask a question and then give it a star rating.


If you highlight the row and click the edit button which takes you to another screen, you can scroll down and change for example the stars to be smiley faces and so on.


Publish and preview your survey.

There are no contact fields for names and email addresses in the form because they are not required as replies are automatically linked to associated contacts, cases and leads, assuming the anonymous option hasn’t been selected..

Now create an email template to send an email out to the customers and ensure your unique survey snippet has been pasted into the template. The snippet can be obtained from the ribbon bar on your survey screen ‘Copy Snippet’:


Use the ‘insert link’ on your email to paste the snippet into and give it a name such as ‘Take Survey?’

Send your email from CRM and the responses will be captured in the Survey responses entity under the Voice of the Customer area.

Good luck! You might need it with this until Microsoft iron out some of the bugs I have come across (as of the 5th January 2017). 

Did you know Voice of the customer is related to Azure and the Azure Bus Service?

Ever wondered how Azure and the Azure Bus Service works for Developers and Consultants? Well, Microsoft have provided us all with a snippet of info on how it is used for the Voice of the customer solution as seen below.

By enabling the Voice of the Customer for Microsoft Dynamics 365 feature, when you publish a survey from within Microsoft Dynamics 365, the survey definition will be sent to Azure and stored in Azure Storage. When a respondent submits a survey (by opening the survey invitation link sent to him or her via email), the survey responses are stored temporarily in the Azure Service Bus queue and then are retrieved and stored in Microsoft Dynamics 365. After the responses have been stored in Microsoft Dynamics 365, they are deleted from Azure. 

If you would like to read more about Azure, creating a queue, sending a message and receiving a message, try here: Azure

Technical Support Required?

OK I will admit it, when I first set this up it did not go smoothly! I got an error when I tried saving my theme which would not go away. ‘Server is busy’. If you get this or anything similar to this, try uninstalling the solution and then re-installing it again. This worked for me and make sure you enabled the solution with the ‘Enable’ button found in the solution.


I have come across a few other problems with previewing and publishing but once Microsoft have ironed these out I am sure it will become a very popular part of CRM!