A CRM survey is undoubtedly an important tool for a brand. It helps you understand your customers’ perspectives and engage with them better. However, if your surveys fail to relate to your audience, they won’t serve its purpose of collecting quality responses and actionable information. 


Now the question arises: How to create surveys that actually serve that purpose?


The answer is an efficient CRM survey module. There are a number of CRM survey modules available but there are factors you need to consider to make an ideal choice. We’ve listed them below.


Qualities of an Ideal CRM Survey Module



  • Data Piping


Data Piping is the movement of data between CRM and surveys. 


  • Forward Data Piping


Forward data piping is the movement of data from CRM to surveys. It auto-fills several recurring survey fields like name, DOB, address, etc. The survey-takers need to fill a comparatively lesser number of fields making the survey shorter and easier to complete. As a result, the survey completion rate goes high.  



  • Backward Data Piping


Backward data piping is the movement of data from surveys to CRM. This feature saves you from the hassle of manual filling of survey data every time and reduces both your efforts and time by auto-updating CRM fields.



  • Skip Logic


Skip logic is the logic a surveyor uses to redirect survey-takers to only relevant questions. This makes the survey data relevant as it weeds out all the irrelevant questions for survey-takers. Hence, this feature helps keep a survey flow relevant.


Let’s take an example to understand how it works.


Let’s say that you have a different set of questions each for your first-time customers and repeat customers. Obviously, you won’t want a first-time customer to view or answer a question specifically for a permanent customer. Or vice-versa. And that’s where Skip Logic comes in.


The very first question of this survey will be something like ‘Shopped at our store for the first time?’. Based on ‘YES’ or ‘NO’ from the respondent, the survey will redirect them to the next relevant question.

This is just an introductory example of ‘Skip Logic’. You can branch questions based on conditions to make it more relevant further. 




  • Survey Reporting


Survey Reporting helps you properly analyze your survey responses. There are a number of advanced statistical reports that help get better insights.

  • Status reports show the number of survey-takers and help plan stronger individualized strategies to increase survey respondents. 
  • A question-wise report gives the number of individuals who have answered a particular survey question. This count gives the relevance of a particular question and helps assess the overall survey relevance. 
  • An individual report gives data like individual responses to questions, the date of sending and receiving the survey. It helps you find out the level of engagement of an individual with your brand and what they think about your brand.
  • A cross-tab report helps compare survey results of two or more surveys. A higher survey response rate in the subsequent surveys shows your surveys are on-point and engaging. On the other hand, a lower response rate shows something is amiss and that you need to find and rectify. 



  • Survey Automation


Survey automation is the process of automating survey workflow. It lets you predefine several conditions and events Instead of creating a survey and sending it manually after an event or based on a particular interaction with the customer. Your CRM will auto-send surveys after a condition is met or an event occurs. 

For instance, if you have specified the purchase of a product as an event, CRM will auto-trigger a survey after a customer makes a purchase. This survey can help you understand how the customers found the overall purchase flow. 

Moreover, it saves you from the hassle of having to keep track of sending a survey to every customer after any such event. With the ability to gather much essential feedback from customers at the right time, you can stay on top of the management of your customers’ satisfaction and needs. 



  • Net Promoter Score


A Net Promoter Score (NPS) survey helps you differentiate between promoters, detractors, and passives. 

Generally, it is a single question survey where you ask customers to give a rating to your products/services between 1 and 10. Customers giving ratings up to 6 are ‘detractors’, 7 or 8 ‘passives’, and above 8 ‘promoters’. The total count of promoters is your Net Promoter Score. 


It helps you know your brand’s image. And further, help make strategies more effective to convert passives and detractors into promoters. Sometimes, you can also include an additional open-ended question to ask customers for their suggestions for improvement, if any. 


In a Nutshell

Sending surveys is a highly valuable means to collect customers’ viewpoints. But a good survey demands a good CRM survey module based on your CRM with features discussed above. For example, if you Sugar CRM then you can opt for the SugarCRM survey module. Only after ensuring your survey module has all these features, your surveys can become a standout. 


Summary: Sending surveys is not enough to get the results you want. You want to be equipped with features like skip logic, data piping, and more. Read more to learn why…