Personalize the Experience with Voice of the Customer – Part 1

A personalized or targeted customer experience can make an enormous of difference in the way customer think and react about your brand or product. Hence, reaching out to customers in a personalized manner to get some feedback on your product and service is no exception.


In this series of posts, I would like to put some light on how to personalize the customer experience using Voice of the Customer (VOC) in Microsoft Dynamics 365?

I’ll break this into two parts:

  • Design; and
  • Distribution

This post we’ll focus on designing the survey using piped data, we’ll cover the distribution aspects in the following post.


  • Dynamics 365 Instance;
  • Voice of the Customer solution installed and configured.

Design Survey with Piped data:

Voice of the Customer in Microsoft Dynamics 365 allows us to personalize the content for the recipients taking the survey through what’s called Piped Data.

Piped data is a way of inserting the Dynamics 365 data into your surveys.

Let’s dive into more details on how to set it up in Voice of the Customer.

Essentially, there are 8 type of fields available for piping the data in Voice of the Customer.

  1. User,
  2. Product;
  3. Service;
  4. Customer;
  5. Location;
  6. Date Time;
  7. Other 1; and
  8. Other 2

Even though they’re labelled as user, product, service, date, time, etc. they’re not truly tied to that specific type of data.  We have the flexibility of whatever we wanted for those values, it only gives us a way to tie in 8 personalized pieces of information.

These values are defined when the survey is distributed.

Following is an example of piped data and its actual response post survey distribution:

Dear _CUSTOMER_PIPED_DATA_ we value your feedback. Please rate your experience regarding case number _OTHER_PIPED_DATA_ and supporting CSR _USER_PIPED_DATA_

Dear Andrew, we value your feedback. Please rate your experience regarding case number SR87664455 and supporting CSR Alex.

Steps to Design the Survey with Piped Data

Step 1: Create a New Survey

Login to Dynamics 365 and navigate to Voice of the Customer to open Surveys.


Click on New button to open a new survey form and Enter mandatory information like name, closed date etc. and save the record.


Step 2: Design the Survey

Once survey is saved, navigate to the ‘Designer’ form by clicking on ‘Designer’ from the form selection. Click on the ‘Welcome’ page to modify the welcome page sections.



Step 3: Enter Piped Data

Highlight the section where we intend to enter the dynamic content and click on the edit button.6

The edit button will open up the ‘Question form’ for us to provide more details about the question like question description, response type, visibility etc.

Under ‘General’ section, enter the question text and place the cursor to select customer piped data by clicking on ‘Pipe’ list option.


We may follow similar steps to dynamically pull various data in the survey questions for example CRM user’s name.


Once designed the questions and entered the piped data, save and publish the survey.

As mentioned earlier, the piped information will be pulled in only after the survey distribution and we’ll not be able to visualize it during the preview.

Also the personalisation will only work for non-anonymous surveys where a survey is associated to a contact. It won’t serve the true personalise experience in case of an anonymous survey.

We’ll talk about the distribution of survey with personalised information in the upcoming part.

Hope you find this post helpful. Please drop your questions or suggestions in the comment box below. Thank you for reading.

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