Surveys are a powerful tool for collecting customer feedback. However, manually publishing campaigns can be time-consuming and inefficient. Customer Relationship Management (CRM) systems can automate surveys, streamline data collection and enhance customer engagement. This blog explores the benefits and strategies for automating surveys with CRM.
What is Survey Automation?
Survey automation is the process of using technology to manage the distribution, collection, and analysis of survey data. Instead of manually sending out surveys, survey automation tools integrated with CRM (Customer Relationship Management) systems can handle campaigns, hands-free.
The Power of CRM in Survey Automation
CRM systems manage and analyze customer interactions and data throughout the customer lifecycle.
- Streamline survey distribution: CRM systems automate the distribution of surveys to targeted customer segments based on predefined criteria. Now share the right surveys to your target respondents.
- Personalize survey experience: Personalize survey invitations and questions, making them more relevant and engaging.
- Track responses in real-time: Monitor participation rates and gather immediate feedback through real-time tracking of responses.
- Integrate survey data with customer profiles: Seamlessly integrate survey responses into customer profiles within the CRM. Get a holistic view of each customer’s preferences and feedback history.
- Automate follow-up actions: Trigger automated follow-up actions based on survey responses. Send thank-you emails, offer solutions and address support tickets, or offer personalized recommendations.
Benefits of Automating Surveys with CRM
Direct teams for other strategic task:
Automating surveys with CRM reduces administrative burdens, allowing employees to focus on strategic tasks. Automation ensures prompt survey distribution and accurate response recording.
Engage customers for detailed feedback:
Tailored automated surveys enhance the customer experience, leading to more detailed and honest feedback. Engaged customers feel valued and understood.
Get real time response on your dashboard:
Gather real-time insights into customer sentiment and satisfaction with automated surveys. CRM systems offer dashboards and analytics tools to visualize survey data. Make data-driven decisions and offer quick responses to customers.
Get a holistic customer view as per demographics:
Integrate survey data with customer profiles creates a comprehensive view of each customer. Track past and current customer data and deliver personalized experiences. For example, a CRM can flag dissatisfied customers for immediate attention by the customer service team.
Offer personalized and automated follow-ups:
CRM systems can automate follow-up actions based on survey responses. For instance, a poor rating can trigger an alert for customer support. Positive feedback can prompt a thank-you email and a special offer.
How to Create Effective Survey Automation?
Define clear objectives
Identify what you hope to achieve with the surveys. Clear objectives guide the design and distribution of your surveys.
Segment your audience
Segmenting your audience ensures survey relevance. Use CRM data to create customer segments based on demographics, purchase history, behavior, and other criteria.
Design engaging surveys
Create concise, relevant, and visually appealing surveys. Use a mix of qualitative and quantitative questions to gather diverse feedback. Personalize surveys by addressing customers by name and referencing recent interactions.
Leverage CRM automation features
Use CRM automation features to streamline survey processes. Set up workflows to trigger surveys based on specific events-such as a post-purchase or after a customer support interaction.
Monitor and analyze responses
Real-time monitoring of survey responses allows for tracking participation rates and identifying issues promptly. CRM analytics tools help visualize survey data and uncover valuable insights.
Act on feedback
Use the insights gained from surveys to make improvements. Communicate with customers to show that their feedback drives positive changes.
Merren CX: Your Preferred Survey Automation Tool
Create superfast surveys using Merren CX. Get interactive templates and customize it as per your research goals. Access from over 200+ templates here.
Integrate Merren CX with your preferred CRM systems and automate your way to CX. Identify pain points, close the feedback loop and gain long term brand advocates.
Merren also offers an AI insights tab where you can view all your data on the CX dashboard. View customer responses in real time and segregate it as per your preferred filters. Automate surveys at touchpoints and get a high response rate with dynamic platforms. To get started, sign up for a 14 day free trial here. You can also create instant surveys using Merren AI survey builder here.