The first-ever survey was a census conducted in 3800 BCE in the city of Babylon. We’ve come a long way since then. Surveys give us measurable statistics of public opinion which would otherwise be difficult to make sense of. As business practices become more and more customer-centric, surveys become integral parts of decision-making.
Online surveys have optimized the methods of surveying to be better suited for the internet age. You can obtain critical information by offering small incentives to the person that you’re surveying. Surveys impact everything from the market research to day-to-day decision making.
Even a simple survey can be beneficial in many ways. Increased ROI, enhanced customer experience, a better understanding of targeted customer segment, and proper knowledge of customer buying habits and current trends. It is possible to gather all this data and take an informed decision based on it.
Why you need the proper tool to conduct online surveys
Did you know, you can add a survey plugin to your SugarCRM?! This lets you use your CRM database to conduct surveys. A survey tool is more than a fancy toy for your analysts. The right survey tool will enable you to get specific details dynamically.
It can be an overwhelming experience to choose correctly from such a wide range of tools. To ease the process for you, we have listed out 8 must-have features in an online survey tool.
8 Must-Have Features in an Online Survey Tool:
Skip logic lets you ask questions based on the previous responses of the prospect. This makes the survey more dynamic. You can collect information that is specific to a particular customer segment. It may even help you to identify new customer segments.
For example, you may ask the gender of the customer. After that, you can use skip logic to ask gender-specific questions. It is an elegant solution for when you’re surveying a diverse set of individuals.
Real-Time Feedback: It is important that your survey tool updates all information in real time. This enables you to take prompt decisions.
It is necessary, particularly in today’s time and age, as clients have come to expect instant response from companies. Delayed feedback may lead to unsatisfied customers which in turn leads to poor rep among your prospective clients. Prompt action will take you a long way.
Data piping to and from CRM are important features. Data-piping from CRM lets you fetch data directly from the CRM and fill it in the survey automatically. Similarly, data-piping to CRM automatically updates the data in your CRM based on information acquired through surveys.
Data-piping makes it convenient for both your users and you to manage information. A person is likely to abandon a survey form midway if there are too many questions. Data-piping helps you avoid that by reducing the number of questions asked to a certain extent.
Advanced Search Filters: Once you have acquired the required data, you need to be able to analyze it in detail. You can use the same survey to understand multiple areas of interest. All you need is a search filter that lets you search and sort the data based on different factors.
This may include partial searches or searches for entries without a specific value. This way, you can easily navigate through the large records. Which is near impossible in some cases where the number of people taking the survey is huge.
Net Promoter Score:
When you ask a customer to rate you on a scale, there are always going to be an ambiguity in the data. NPS allows you to categorize the customers into three segments based on ratings on a scale of 0 to 10. People who gave a rating of 0 to 6 are Detractors, 7 and 8 are Passives, and 9 to 10 are your Promoters.
This helps you get an idea of network effects by putting a number on how likely a customer is to recommend your product.
Exportable Data: You may need to have the data handy in specific formats or print when documenting or presenting it. It should be easy to export the data in the required format from the survey tool itself. It is a simple feature that makes life much easier for anyone involved with the analysis, reporting and decision making that goes on in the firm.
It is equally important that you’re able to update the exported copies with up-to-date information from the real-time values in your CRM.
Survey Automation: Any competent survey tool will allow users to schedule surveys or trigger them based on certain user actions. For example, you might want to take a survey about quality and experience when a customer makes a purchase. This is only possible through CRM survey tools integrated with the CRM.
Survey automation is a must when the number of people signing up for your survey is large. If you try manually sending each and every survey form, you’ll probably end up in a huge mess.
Multiple Question Types: Based on the question, you may require different formats for answers such as text, radio buttons, check boxes, rating scale, etc. It helps keep the survey interactive while extracting the required information in formats that are easier to process.
A text response might be better suited for certain responses such as subjective messages but it may not be suitable for gender or food preferences where a multiple-choice question would be more appropriate.
If we tried to make an exhaustive list of features, it would probably be endless and as such a vain exercise. However, the above-listed features are absolutely necessary for a modern survey tool. Without them, your surveys might become difficult to handle, particularly in large numbers. So, make sure that the survey tool you choose has everything on the checklist.
Another important thing to keep in mind before investing in any CRM survey tool is that there should be no 3rd party integrations required to operate the survey tool. There are many survey modules in the market like SugarCRM Survey Module specifically designed to integrate with your CRM.