Voice of the Customer Settings — Enabling, disabling and more.

Voice of the Customer Settings — Enabling, disabling and more.

Enabling VoC

CRM admins can enable the feature in the organization's CRM account from Setup.
  1. Navigate to Setup > Zia > Voice of Customer .

  2. Click Get Started in the VoC landing page. 

In the Voice of Customer activation page, click Activate.

Once the feature is enabled , the   Voice of Customer   module will be added to your CRM account. This module will display the VOC dashboards and components.

VoC is presently equipped to analyze only incoming data that is in the English language.


VoC is available for activation even if you have integrated one of the channels: Email, Call, Zoho Survey, Social and Zoho Desk with your organization. However, to view all the dashboards with various insights, you'd need all the four channels to be connected.
  1. Zoho Mail integration (in order to analyze emails from customers).
  2. Zoho Survey (in order to analyze survey responses from customers).
  3. Zoho Desk (in order to analyze Support tickets attached to customers).
  4. Built-in telephony (in order to get insights from calls)
    1. Zia's Call transcription (in order to to process call analytics)
    2. Competitor alert (in order to detect mention of your competitors by customers in emails, surveys or customer tickets).
    3. Zia's Recommendation (in order to present Cross Sell Analytics)
  1. Once enabled, VoC will start gathering data right from the date of activation.
  2. If there is not enough data for Zia to produce results, the dashboards will not be generated.
  3. For computation of insights, the previous 6-month customer data will be considered.
  4. The insights are auto-computed/refreshed with current data once in every 24 hours. However, you can initiate a manual refresh for up to three times in a day to view the latest data projections.
  5. VoC can analyze email responses from the time of integration/activation via IMAP protocol. However, if you'd like to fetch older emails, you'd need to integrate your organization with the IMAP protocol via the new email configuration. 
With respect to processing previous email responses:
    1. Upon activating VoC, the system will start retrieving and processing email responses from 90 days before the VoC activation.
    2.  It is important to note that, the retrieval will halt if 30% of the maximum response limit is reached even before the 90 days period is completed.

Customizing VoC Settings

Each VoC dashboard in Zoho CRM, as you may know, is designed to offer you a specific insight. For example, consider the following cohort chart configured for the Contacts module. This chart offers insights on deals you have lost shortly after your customers mentioned some of your competitors. These insights are represented by industry and over a period of time. Example, as per the chart below you have lost 3 deals from customers belonging to the Government/Military industry within the first day of their mentioning a competitor.

Now that we understand the purpose of this chart, let's think about how Zoho CRM fetches these insights. In order to give you the Industry-wise competitor deals lost cohort chart across a time frame, this chart has a few pre-configured settings by default. That is Zoho CRM is programmed to fetch data from and analyse the following parameters.
  1. The primary module chosen, in this case Contacts.
  2. Keywords in the emails/tickets/survey responses sent by your contacts
  3. The time of competitor mention by each contact
  4. The list of your competitors from Zia Competitors settings.
  5. The Industry field in the Contacts module.
  6. Deals related to the respective contacts
  7. Deal status field (to observe lost deals)  
Here, apart from factor #1, that is the primary module, the rest of the parameters including the associated module (Deals), the fields at play (Deal Status, Contact Industry), the time frame etc, are all pre-configured in the chart. In case you are using a custom module to track your opportunities or you are maintaiinng the industry in a field called "Sector" instead of the default Industry field, then this chart will not populate the required data for you. 

What if you wanted to fetch these details not for Leads or Contacts but for Vendors or Partners, or any other custom module? And what if you wanted to define which fields of the chosen module that CRM should listen to instead of the pre-configured fields? This is where VoC settings are instrumental.
You can customize VoC settings so that you can give customized instructions to CRM as to which module to fetch the data from and which fields in the modules to monitor in order to fetch the required insights.
In the customization of VoC settings, there are 3 concepts to be aware of, before going ahead with the configuration.
  1. Choosing the primary module
  2. Choosing related modules
  3. Mapping data input fields
Choosing the primary module

By default the VoC dashboards are applicable for Leads and Contacts. That said, you can choose to have VoC insights configured for additional modules as well, including custom modules. You can also take down Leads and Contacts if you are not using them and map applicable primary modules from which VoC dashboards will be fetched.

This configuration will reflect in your Dashboard settings. If you have configured Partners module, it will appear in the list of modules for Dashboard configuration.

Choosing related modules

Most VoC dashboard insights are fetched from a standalone primary module — example, Keyword sentiment cloud chart. This fetches keywords spoken by your customers or leads or vendors or partners (based on the module chosen) and offers you the type of sentiment. This data is fetched from a single primary module.
However there are charts such as Keyword Quadrant, Deals Lost After Receiving Negative Sentiment and so on, for which data is fetched not only from the primary (Contacts) module but also the related sales module (Deals).
In case you have been tracking your opportunities not in the default Deals module but a custom module called Subscriptions, you have to map this related custom module in the VoC settings, in order to steer CRM away from the default settings and listen to your customized instructions.
There are three kinds of module associations that you need to define, based on your requirements.
  1. Parent module: Any module associated to the primary module via a Lookup field will be listed here. Example, Contacts and Accounts.
  2. Sales module:  Here, you will typically choose the module where your sales data are tracked. Example, Deals/Opportunities/Subscriptions/Potentials.  
  3. Inventory module: If your product information is tracked in Product or Price Books you can select the required modules here. 
For instance, Contacts (Primary module) should be a lookup in Deals (Sales module). Accounts (Parent module) should be a lookup in Contacts ( Primary module). Contacts (Primary module) and Deals( Sales module ) should be in a lookup relationship in Products (Inventory module).

Note: You can choose to skip the module associations if it is not applicable for you. Example, you want to capture VoC insights based on your partners' communication with your organization. Here the sales and inventory modules may not be applicable. You may choose "None" for these steps and proceed with other settings.  

Mapping input fields
Be it primary or related modules (both default as well as custom modules), there are a few input fields based on which VoC insights are gathered. Example, in the case of Industry-wise competitor deal lost cohort chart seen above, the primary module is Contacts and the related module is Deals. The fields at play are:

Primary module
Related sales module

If you are tracking your Industries, in a custom module called "Sector", you can map the required custom field against the mentioned default field called "Industry".

This "input" field can be mapped in the module settings as applicable. Note that each field could play an instrumental role for a handful of charts. If you are not keen about this mapping, you can skip these fields except for the mandatory fields.

Therefore, to sum up, customizing VoC settings involves mapping custom modules, defining association of related modules if required, and also selecting the right "input" fields as applicable.

Data Sources

The first stage in the VoC process is to gather data for Zia to start analyzing conversations from. Currently, VoC can gather data from,
  1. Email conversations
  2. Surveys
  3. Social media channels
  4. Notes
  5. Calls
  6. Help desk channels.
You can specifically choose the data source you want to gather insights from and currently you can choose up to 5 data sources for VoC analysis.

Adding Notes as source in VoC

  1. You can select which module's notes must be used for insights in VoC in data source settings (e.g., Lead-Notes, Contact-Notes).
  2. When a note is added to a CRM record, VoC extracts and processes the note's message, title, and content for responses. The user can can filter which part of the response VoC needs to consider – only the message, only the title or both message and title. Also, notes shared by the user based on role or group and also from customers via portals.
  3. Deleted notes related to VoC records are removed from the analysis and will be added back to the analysis if the deleted note is restored.
  4. If a note is edited after being added to VoC for analysis then VoC will not consider the edited version.

Adding Social as a source in VoC

  1. VoC supports Facebook and Twitter.
  2. VoC collects responses from:
    1. Literals with mentions of your brand on Facebook posts.
    2. Comments on your brand's posts.
    3. Literals with mentions of your brand in Twitter tweets.
    4. Comments on tweets made by your brand.
  3. Link your Facebook or Twitter accounts to the brand. Ensure your Facebook account has at least one pag
The configuration of all VoC dashboards follows a similar sequence of steps and particulars for all dashboards. Therefore, in order to configure these dashboards you need to fill out something called "Global Criteria", which would apply to all dashboards. This global criteria settings includes components such as the module, channel, data type and so on, which will be common for all dashboards.
That said, you can also customize these preferences and add additional criteria for specific dashboards if you wish to.
For example, a real estate company can say that they want to compute VoC data for all customers across all the five dashboards. However, they want to narrow down the cross sell analytics only for customers of residential property and not commercial property. In such a case, they can customize the dashboard preferences for Cross sell analytics alone, by including additional criteria such as "Property type is Residential".
This way, VoC will present insights for all customers on 4 dashboards, and restrict the insights on the fifth dashboard alone to residential property based customers.
Similarly, you can customize preferences on each dashboard as per your requirements.
Following are the components of this "Global Criteria" across dashboards

Channels: Here you will choose which communication channels you want Zia to start analyzing conversations from. Currently, VoC supports email, surveys, calls, and help desk channels, powered by IMAP integration, Zoho Survey and Zoho Desk integrations respectively. Choose one or more channels as per your needs.
Modules: Here you will choose which module you wish VoC to compute insights for. Currently, the analysis of keywords and their sentiment can only be performed for either the Leads or Contacts module. You may choose either here. Note that this will apply to all dashboards.
Data Type: Choose if you wish to show the insights by customer count or response count. For example, if the same customer has responded twice, this will reflect as "2" in response count but "1" in customer count— as this is a single customer. In cases where you want to take the feedback metrics into account, you can go for response count. In cases where you want to consider the number of unique customers for any decision-making, you can go for "customer count".
Time frames: Zia can analyze keywords and their sentiment for a certain period of time to show trends. Analysis can be done for specific months, days or weeks in the past, the current week or month, or for yesterday, last week, or last month.
Grouping results: The analysis can be grouped by day or week. For example, the quadrant or cohort analysis is done for 3 months and the results can be grouped for each week.
Survey preferences: If Zoho Survey is selected as one of the channels for analysis, you can select keywords from a particular survey to be considered by Zia by selecting it as the preferred survey.
Keyword preference: By default all keywords will be considered by Zia, however if you want to exclude certain keywords you can mention them.
Email preferences: Set preference if you want Zia to analyze only specific emails. For example, emails sent for a particular product (eg., customerfeedback-electonic_appliances@zylkersales.com).

Defining criteria filter: Configure criteria for more specific analysis. Zia can analyze keywords from a particular region, for a specific product or service, or from leads in certain industry.

  1. You can reorder dashboard components by clicking Actions > Reorder.
  2. You can rename a dashboard component by clicking the Edit icon against each component name. 
To configure global criteria
  1. Go to the Voice of Customer module from the top panel.
  2. Click on any dashboard.
  3. Click the Settings icon in the top-right corner.
  4. In the Configure Dashboard page:
    1. Select the channels: Zoho Survey, Zoho Desk, Email, calls.
    2. Select a module: Leads or Contacts.
    3. Choose a time frame.
    4. Select the grouping: Day or Week.
    5. Set the Zoho Survey preferences if you selected Zoho Survey as one of the channels.
    6. Check Include All Surveys or Select Surveys and then choose the surveys you want to include from the dropdown list.

    7. Set the keyword preference: Include all keywords or Exclude keywords.
      Mention the keywords you want to be excluded from analysis.

    8. Set the Email Preference   if you selected Email as one of the channels.
    9. Check All Emails or Select Emails and then choose Cc/From/Subject/To fields to set the required criteria.
    10. Click Add Criteria and choose the field and value to create VOC for a specific subset of leads or contacts.
  5. Click Configure .
  6. To edit the global configuration
  7. CRM admins can edit the global configuration as needed to adjust the analysis by following the same steps used to set the global criteri a initially.
  8. Remember that if a computation is already in progress, then you will not be able to edit the configuration. The configure button will be greyed out and the message Computation in Process will be displayed.

Email Exclusion

Email ID Exclusion feature in Voice of the Customer (VoC) is designed to help you filter out responses from spam or irrelevant Email IDs from your VoC analysis. By excluding such Email IDs, you can generate better insights and reduce unwanted processing, ensuring that the feedback you analyze is more meaningful and accurate.
Let's say you manage customer feedback for a software company, and you use VoC to gather insights from various sources, including email communication.
However, you have noticed that some email addresses consistently send automated system-generated messages that are not relevant to your customer feedback analysis. You want to exclude the responses from these Email IDs that do not genuinely contribute to feedback analysis and reduce unnecessary processing time. That is where Email ID Exclusion comes to your aid. 
Please note that when Email IDs are excluded, you are not only excluding email communication from that email address, but also Survey, Zoho Desk responses, and other integrations of VoC associated with that email address will be excluded from VoC analysis.
The primary purpose of Email ID Exclusion is to,
  1. Ensure that your VoC insights are based on genuine customer feedback by filtering out spam and irrelevant email IDs, leading to better decision-making and improved customer experiences.
  2. Reduce unnecessary processing in your VoC analysis.
  3. By filtering out irrelevant Email IDs you also save on storage space taken up by the emails from these IDs.
  4. Allow users to manually add Email IDs that are considered spam or uninformative.
Base limit for Email IDs that can be excluded for an org is 10 for all Zoho CRM editions. This will increase dynamically based on user count of the org.
User Count
Less than 50
Greater than 100
Excluding an Email ID will stop VoC from collecting responses from that email address and also delete existing responses from that email address. 
To exclude Email IDs
  1. Log in to your Zoho CRM account with Administrator privilege.
  2. Navigate to Setup > Zia > Voice of the Customer.
  3. In General Settings, click on the View Excluded Email ID(s) option.

  4. You will see two categories of excluded emails,
    1. Excluded Email ID(s): These are Email IDs have been excluded from VoC analysis. All excluded Email IDs will be listed here along with the associated customer detail.

    2. Suggested Email ID(s): These are Email IDs suggested by the system as potentially spam.You can review these emails and decide whether to exclude them in your VoC analysis.

      Note: You can include an 'excluded Email ID' from the Excluded Email ID tab.

  5. You can also manually exclude Email IDs that are spam or uninformative by clicking on the Add Email ID to exclude button.
  6. To exclude custom Email IDs, search for the Email ID. You can see the associated customer's record and confirm the exclusion. Once excluded, VoC will no longer analyze communications from that Email ID.

Disabling VoC

You may at any time, deactivate VoC from the Voice of Customer activation page. This will stop Zia from computing any more insights, however there will be no data loss on existing insights. 

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