**Voice of customer examples** reveal why customers make the choices they do—helping us pinpoint exactly why deals succeed or stall out. If you want honest answers, great questions for win/loss VOC should dig beneath the surface, uncovering the authentic decision drivers that static forms often miss.
With the right conversational surveys—especially those powered by AI follow-ups—we capture richer, more actionable feedback than any one-size-fits-all questionnaire ever could. The difference comes down to how we ask and what we’re ready to learn.
Essential questions for buyers (won deals)
When someone chooses your product or service, that choice holds valuable clues. Direct buyer feedback not only highlights what you’re doing right, but also reveals the decision criteria you need to double down on. In my experience, open-ended questions paired with conversational AI uncover nuances that numbers alone can’t capture.
What specific problem were you trying to solve?
Which features or aspects mattered most in your decision?
How did our product compare to any alternatives you considered?
What nearly stopped you from choosing us?
For analyzing buyer survey responses, try a prompt like:
Summarize the top reasons buyers chose our product over the competition.
Ask, “Were there any reservations you had, and how did you overcome them?”
Dig in with, “What other solutions did you evaluate and why did you pass on them?”
AI-powered follow-up questions can turn a vague, “Your tool looked simple” into a deep dive: Was it the clear interface, the fewer required steps, or something else that tipped the balance? This kind of dynamic probing—featured in Specific’s automated AI follow-up—ensures you don’t just get basic praise, but the context you need to repeat your wins.
According to recent research, businesses that truly listen to their customer feedback experience a 25% increase in profitability—proof that these insights are more than nice-to-have. [1]
Questions for evaluators who didn't purchase (lost deals)
I’ll say it flat out: Lost deal feedback often teaches us the most. There’s nothing more valuable than learning why someone walked away, if you’re willing to ask the hard questions (and act on the answers).
What was the single biggest reason you didn’t choose us?
What was missing or unclear in our offering?
What alternative did you ultimately go with, and why?
Was there a moment when you knew we weren’t the right fit?
To analyze lost deal feedback, use a prompt like:
List the most common themes and objections from lost deals in the last quarter.
Good win/loss surveys go beyond “We picked someone else” to dig out detail. By asking what precise criteria tipped the scale or if it was a missing feature, price concern, or simply a bad fit, you get honest data (not just polite letdowns).
If you want real answers, timing is crucial—reach out while the evaluation is still fresh in your evaluator’s mind. Adding conversational, in-the-moment follow-ups can turn your survey into a valuable dialogue, not just a checkbox exercise. That’s what makes a conversational survey not only more engaging, but also more actionable.
It’s worth noting that AI-powered conversational surveys now achieve completion rates as high as 80%—dramatically improving your chance to learn from every lost deal. [2]
Questions for non-starters (no decision)
Don’t neglect the “non-starters”—those who bounce without really engaging. These missed opportunities might highlight **unseen barriers and gaps** in your process or product-market fit.
What prevented you from moving forward with an evaluation?
Were there concerns or unknowns that stopped you at the start?
If you considered a competitor or alternative, what made you pause or decide against both?
Common non-starter reasons include: lack of trust, missing features, unclear pricing, poor website experience, or timing conflicts. Unpacking these with well-timed, open-ended questions will spotlight recurring friction points.
AI can be a powerful ally in spotting patterns across dozens of non-starter responses. With Specialized analysis tools like AI survey response analysis, I can quickly ask the system to spot **hidden trends** or recurring friction—and adjust my messaging or onboarding flow accordingly. Try a prompt like:
Identify patterns and highlight the most common reasons people never started an evaluation.
Surveys in this category often uncover deep product-market fit issues that you might never hear about otherwise. Companies leveraging VOC tools for these segments outperform their competitors by 85% in sales growth—it pays to listen here, too. [3]
Making VOC surveys work in practice
It’s tempting to spend all your energy picking the right questions, but **execution matters just as much**. You can have the most thought-provoking survey in the world—but if it feels like a chore to fill out, your response rates will suffer.
Traditional surveys | Conversational AI surveys |
|---|---|
Static questions, fixed logic | Dynamic, interactive probing |
Low engagement | Feels like a real conversation |
Manual follow-up needed | AI auto-clarifies vague answers |
Completion rates 20-30% | Completion rates up to 80% [2] |
Surveys that feel like conversations have been shown to increase completion by up to 40%—because people prefer natural exchanges over rigid forms. [2] With platforms like Specific, creating effective surveys is radically easier thanks to AI-powered survey builders that generate smart, targeted questions from a simple prompt.
My favorite tips for running successful VOC programs:
Send surveys while the experience is still fresh.
Don’t bombard the same contacts—space out requests to avoid fatigue.
Keep it short and conversational for higher engagement.
If you’re not consistently running these surveys for wins, losses, and non-starters, you’re missing out on insights that could transform your win rate and product direction. Best-in-class VOC programs can drive 37% more new revenue and 55% higher cross-sell rates—these aren’t theoretical, they’re competitive advantages. [3]
Turn VOC insights into action
Unlocking the true voice of your customer isn’t just good research—it’s the lever that drives smarter decisions, faster growth, and more effective messaging.
Specific delivers an outstanding user experience for conversational surveys, so you get deep, actionable insights—whether you’re the one creating or responding to feedback.
Ready to learn what your buyers, lost deals, and non-starters are trying to tell you? Create your own survey and start capturing the insights that move your business forward.