Design an advanced survey

This section provides information about advanced features for designing surveys—for example, response routing, scoring, piping, and so on.

Design interactive surveys by using response routing

When you want to ask additional questions based on responses in a survey, create one or more response routing rules for the response you want more information about.

For example, for the question How likely is it that you would recommend us to a friend?, you can create a response routing rule to ask the reason if someone responds Not likely.

Web client

  1. Sign in to Dynamics 365.

  2. Go to Voice of the Customer > Surveys.

  3. Select the name of the survey to which you want to add a response routing rule.

  4. Select the down arrow next to your survey name at the top of the screen, and then select Response Routings.

    Survey response routing

  5. Select Add New Response Routing.

  6. Enter a name for the response routing rule in Name, and then select Save so you can continue editing your response routing.

  7. In the Conditions area, select the plus sign (+) to add a response condition.

  8. In the Question field, browse to and select the question for which you want to create a rule. After you select a question, a few fields are enabled as defined by the selected question type.

  9. Select values for Operator, Comparison Value, and Answer fields.

    Note

    The fields will differ based on the selected question type and operator.

    Survey response routing condition

  10. Select Save.

  11. In the Actions area, select the plus sign (+) to add a response action.

  12. In the Name field, select the search button, and then select + New.

  13. Enter a name for the action, and then select one of the following scopes:

    • Client: Choose this if the action occurs within the survey (for example, show or hide a question). In the Client area, select the survey and the action to take, and then select Save. More information: Client-side routing

    • Server: Choose this if the action occurs outside of the survey (for example, request contact or unsubscribe). In the Server area, select the action type, and then select the users or queues to notify, if applicable. Select Save.

    Survey response routing action

  14. In the Actions area, select the plus sign (+), browse to and select the action you created.

  15. In the Otherwise area, create an action by following the steps you took to add a response action. This action is triggered when the above-mentioned response action does not meet the specified response condition.

    For example, you added an Net Promoter Score question to the survey and you want to collect feedback when the rating is less than 5.

    Survey response routing otherwise action

Voice of the Customer app

  1. Open Voice of the Customer app.

  2. Go to Voice of the Customer > Surveys.

  3. Select the name of the survey to which you want to add a response routing rule.

  4. Under Related, select Response Routings.

    Survey response routing

  5. Select Add New Response Routing.

  6. Under General, enter a name for the response routing rule, and then select Save so you can continue editing your response routing.

  7. Under Conditions, select Add New Response Condition.

  8. In the Question field, browse to and select the question for which you want to create a rule. After you select a question, a few fields are enabled as defined by the selected question type.

  9. Select values for Operator, Comparison Value, and Answer fields.

    Note

    The fields will differ based on the selected question type and operator.

    Survey response routing condition

  10. Select Save.

  11. Navigate to the response routing rule you created.

  12. Under Actions, select Add Existing Response Action. A pane on the right side of the screen appears.

  13. Select New.

  14. Enter a name for the action, and then select one of the following scopes:

    • Client: Choose this if the action occurs within the survey (for example, show or hide a question). Under Client, select the survey and the action to take, and then select Save. More information: Client-side routing

    • Server: Choose this if the action occurs outside of the survey (for example, request contact or unsubscribe). Under Server, select the action type, and then select the users or queues to notify, if applicable. Select Save.

    Survey response routing action

  15. Navigate to the response routing rule you created.

  16. Under Actions, select Add Existing Response Action. A pane on the right side of the screen appears.

  17. Browse to and select the action you created.

  18. Select Add.

  19. In the Otherwise section, create an action by following the steps you took to add a response action. This action is triggered when the previously mentioned response action does not meet the specified response condition.

    For example, you added a Net Promoter Score question to the survey and you want to collect feedback when the rating is less than 5.

    Survey response routing otherwise action

Client-side routing

You can use client-side routing to keep the survey relevant to the respondent and interactive. For example, show or hide a question based on the response to another question.

Note: Be careful not to create a huge logic tree with many combinations of response actions, because this will increase your testing effort. Instead, split the survey into multiple, smaller surveys and send invitations to different groups of people.

When you design an interactive survey and select Client as Scope, the following actions are available:

  • Show: Shows a page, section, grid, or question based on a given response.

  • Hide: Hides a page, section, grid, or question based on a given response.

  • Skip to: Skips to a section, question, or grid based on the answer of a question.

  • End survey: Goes to the end of the survey. This is useful for qualification questions.

  • Chain survey: Opens a different survey based on a given response.

  • Toggle visibility: Changes the visibility from visible to hidden and vice versa, depending on the current state of the control.

Additional fields are displayed based on the selected action. If you need help, point to any field to read the tooltips.

Design interactive surveys by using answer tag

If you want to personalize a question based on the answer to the previous question, you must use an answer tag. This allows you to insert dynamic text based on the response to the previous question in subsequent questions and answers in the survey at run time.

The answer tag must meet the following requirements:

  • The answer tag must start and end with an underscore and must contain only alphanumeric characters (0-9, A-Z, and a-z).
  • The answer tag must not exceed 100 characters.
  • Each answer tag must be unique in a survey.

The following question types can be used to capture response in the answer tag:

  • Short answer
  • Long answer
  • Single response
  • Net Promoter Score®
  • Customer Effort Score
  • CSAT
  • Rating
  • Numerical response
  • Smilies rating
  • List of ratings
  • Single rating in columns

The answer tag can be consumed in:

  • Question text of all question types.
  • Option text of single and multiple responses questions, except drop-down.

The following example illustrates the use of answer tag.

You create a survey to find out tea and coffee drinking habit of your colleagues. You create the questions as follows:

Survey question designer page 1

Survey question designer page 2

In the above question, you have entered _beverage_ in the Answer Tag field of question 1. The answer tag _beverage_ stores the response to question 1.

Answer tag

When you view the survey at run time, the _beverage_ in the subsequent questions is replaced with the answer of the question 1.

Answer tag stored for the first question at survey run time

Answer tag replaced at survey run time

To add an answer tag:

Web client

  1. Sign in to Dynamics 365.

  2. Go to Voice of the Customer > Surveys.

  3. Select the name of the survey to which you want to add an answer tag.

  4. Add the questions to the survey, if required. If the questions are already added, go to the question editor.

  5. Under Advanced, enter a value in the Answer Tag field.

    Answer tag

  6. Save the question and publish the survey.

Voice of the Customer app

  1. Open Voice of the Customer app.

  2. Go to Voice of the Customer > Surveys.

  3. Select the name of the survey to which you want to add an answer tag.

  4. Add the questions to the survey, if required. If the questions are already added, select the question to which you want to add an answer tag.

  5. In the Properties pane, enter a value in the Answer tag field.

    Answer tag

  6. Save the question and publish the survey.

Add the unsubscribe option to a survey

You can configure your survey to include a link that allows a respondent to unsubscribe from the survey. If this option is configured, the respondent is redirected to another survey to capture reasons for unsubscribing. When the response is received in Dynamics 365, the respondent's contact preferences can be updated to prevent further surveys being sent.

Note

Unsubscribe actions work only for customer records stored in Dynamics 365 and not for anonymous surveys.

  1. Create a survey that contains the questions to capture reasons for unsubscribing.

  2. Open the survey to which you want to add the unsubscribe option.

  3. Under Summary, select Yes for the Allow Unsubscribe field. Two new fields are displayed: Unsubscribe Survey and Unsubscribe Link Text.

  4. From the Unsubscribe Survey field, select the survey you created to capture reasons for unsubscribing.

  5. In the Unsubscribe Link Text field, enter text to display to the respondent.

  6. Select Save in the lower-right corner of the screen.

Create a lead from a survey response

You can configure your survey to create a lead automatically from a survey response that is given by an anonymous respondent.

Web client

  1. Sign in to Dynamics 365.

  2. Go to Voice of the Customer > Surveys.

  3. Select the name of the survey for which you want to create a lead automatically for an anonymous respondent.

  4. Under Invitations and Actions, select Yes for the Create Lead For Anonymous Responses field.

  5. Save the changes.

  6. From the Survey box, select Designer.

  7. Edit the questions you want to configure to create the lead by selecting a lead attribute from the Response Mapping list. More information: Store responses in a custom field by using response mapping

    Response mapping to create lead

  8. Save the changes.

Voice of the Customer app

  1. Open Voice of the Customer app.

  2. Go to Voice of the Customer > Surveys.

  3. Select the name of the survey for which you want to create a lead automatically for an anonymous respondent. More information: Store responses in a custom field by using response mapping

  4. Under Invitations and Actions, select Yes for the Create Lead For Anonymous Responses field.

  5. Save the changes.

  6. From the Survey box, select Designer.

  7. Select the question you want to configure to create the lead by selecting a lead attribute from the Map response to list.

    Response mapping to create a lead

  8. Save the changes.

When a survey generates an anonymous response, and is configured to create a lead, the Create Lead workflow is invoked in the background for creating the lead. The lead entities are mapped to the survey response fields as described in the following table.

Lead entity Survey response field
Job Title Job Title
Business Phone Telephone
Email Email
Company Company
Website Website
Country/Region Country
City City
Street 1 Street 1
Street 2 Street 2
Street 3 Street 3
State/Province State
ZIP/Postal Code Postal Code
Fax Fax
First Name First Name
Last Name Last Name
Owner Owner
Salutation Salutation
<<Any custom field>> <<Custom Text>>

After a lead is created, the Respondent field in the survey response is updated with the lead ID.

Automatically send an email response

You can configure your survey to automatically send an email response to the customer (account, contact, or lead) after the survey is completed. The email is sent by using a Global email template type. More information about how to create a new email template of type Global: Create templates for email

Note

The email is sent only for a non-anonymous response.

Web client

  1. Sign in to Dynamics 365.

  2. Go to Voice of the Customer > Surveys.

  3. Select the name of the survey for which you want to send an automatic response.

  4. Under Invitations and Actions, select Yes for the Automatically Send Email Response field. The Email field is displayed.

  5. From the Email list, select an email template.

  6. Select Save in the lower-right corner of the screen.

Voice of the Customer app

  1. Open Voice of the Customer app.

  2. Go to Voice of the Customer > Surveys.

  3. Select the name of the survey for which you want to send an automatic response.

  4. Under Invitations and Actions, select Yes for the Automatically Send Email Response field. The Email Template field is displayed.

  5. From the Email Template list, select an email template.

  6. Select Save in the lower-right corner of the screen.

Survey scoring

A great feature of Voice of the Customer surveys is the ability to score individual questions or a group of questions in a survey. This can be used in the following applications:

  • Create a custom ‘index’ to measure loyalty, satisfaction, pain, happiness, or any aspect based on more than one question, or more than one methodology. For example, you may choose to use Net Promoter Score as one measure and compare its effectiveness against a combination of Customer Effort Score and a service rating.
  • Take actions based on the total score of the survey. Rather than taking actions based on individual questions, it is possible to act based on a total score. For example, a customer may answer that they are satisfied to one question, but not satisfied to many others. In this case, it is possible to schedule a follow up appointment if the satisfaction index is less than 50% irrespective of the response to a single satisfaction question.

The score is calculated as two percentages on the survey response:

  • Score as a percentage – this is the score of the questions answered (note that logic on the client side may mean not all questions are presented to the respondent).
  • Score as a percentage all routes – this is score of the questions answered divided by all the total possible score (irrespective if they were presented to the respondent).

To configure scoring:

Web client

  1. Sign-in to Dynamics 365.

  2. Go to Voice of the Customer > Surveys.

  3. Select the name of the survey you want to configure scoring. The survey page opens.

  4. Under Invitations and Actions, select Yes for the Calculate Score field.

  5. Save the changes.

  6. From the Survey box, select Designer.

  7. Edit the questions you want to configure for scoring by selecting one of the following options from the Score Definition field:

    • Ignore: Do not score
    • Auto (0 -100): Minimum value is assigned 0 points, maximum 100 points.
    • Auto (100-0): Maximum value is assigned 100 points, minimum value 0 points.
    • User Specified Range/Weight: The left most value is assigned the value of the Score Min Value field that you specify. The Score Max Value field is the right most value.

    Note

    By specifying 10 in the minimum value and 1 in the maximum value, the field scoring can be reversed.

    • NPS: Net Promoter Score scoring type. Used specifically for Net Promoter Score.

    Note

    The Score Definition field is visible for single response questions and ratings.

  8. Save the changes.

Voice of the Customer app

  1. Open Voice of the Customer app.

  2. Go to Voice of the Customer > Surveys.

  3. Select the name of the survey you want to configure scoring. The survey page opens.

  4. Under Invitations and Actions, select Yes for the Calculate Score field.

  5. Save the changes.

  6. From the Survey box, select Designer.

  7. Select the question you want to configure for scoring.

  8. In the Properties pane, select one of the following options from the Scoring list:

    • None: Do not score
    • Auto (0 -100): Minimum value is assigned 0 points, maximum 100 points.
    • Auto (100-0): Maximum value is assigned 100 points, minimum value 0 points.
    • User Specified: The left most value is assigned the value of the Minimum score value field that you specify. The Maximum score value field is the right most value.

      Note

      By specifying 10 in the minimum value and 1 in the maximum value, the field scoring can be reversed.

    • NPS: Net Promoter Score scoring type. Used specifically for Net Promoter Score.

      Note

      The Scoring list is visible for single response questions and ratings.

  9. Save the changes.

See also

Plan a survey
Design a basic survey
Distribute a survey
Analyze survey data