Maulik Shah

How to Utilize Surveys for Optimized Business Operations

Blog Post created by Maulik Shah on May 2, 2019

CRM aka customer relationship management software enhances your brand's relationship with your customers.

 

In today's information hungry and want everything on fingertips age, it's important to understand your customers first. Because then only you will be able to serve to their delight otherwise you wouldn't be able to keep your customers for a longer time.

 

Once you understand your customers and their behavior, you can utilize your CRM to manage all customer-related information including their personal information, all sorts of interactions, etc.

 

With every shred of data stored at a single place, it will be easier for you to automate and personalize campaigns, nurture the lead cycle, enhance the communication between your customers, etc.

 

Whatever you strive to accomplish, it's dependent on how well you know your customers.

 

And surveys can be the best way to know your customers and take advantage of your CRM systems. CRM and survey is the best combination for enhancing the capabilities of CRM and expand your market reach. It helps you build strategies to make a win-win situation for business and customers.

 

Here is how a survey plugin can help you get the best out of your CRM and its data:

 

Lead Capturing & Enhancing:

 

Ever wonder why customers show interest in your products/services? What exactly caught their attention?

 

Surveys can be the best way to get such answers.

 

While conducting surveys you could ask some of the basic questions like personal information, their company size, budget for your services, their position in the company, areas of interest, and other predefined questions which might indicate their stage in the sales funnel.

 

This is also a smart way to keep your CRM customer data up-to-date which is one of the essential elements for any business. Moreover, any additional data on customers can help you bifurcate your customers in various segments of the sales funnel. Plus, it is easy to cover the users who are not into your CRM with the sharable surveys. This way, you can brodern the survey reach and can add new customers your business bubble.

 

CRM Survey tools can help you shorten the duration of your sales cycle and hence increasing the profit margins.

 

Pro Tip: While you send surveys to your customers to update their personal information and their requirements, objectives, make sure that you send pre-filled surveys with already available data using data piping feature in survey modules.

 

Optimized Feedback System:

 

There are important touchpoints in the customer lifecycle where you need to seek customer’s response. And surveys are the best way to do so. Surveys have been a huge hit with the companies which give more weight to customer satisfaction. These surveys can be a great way to generate fruitful results from the collected feedback.

 

By integrating SugarCRM survey module to your SugarCRM, you can define a set of questions for various types of surveys to be sent at major events. Those touch points can include post-purchase, after customer service, upon renewal, and even after cancellation.

 

When you pay attention at multiple points you can enhance the quality of the customer journey. It might strengthen the weak points your customers face which can add delight to their satisfaction. This step would allow you to create personalized plans for sales, customer success, support teams, and marketing teams to understand and target the customers efficiently.

 

With such feedbacks, you can easily set performance benchmarks for your teams to achieve making your organization an effective ecosystem where everyone is on the same page.

 

Transparency on Customer Behaviour:

 

A smart and automated approach to tackle your customers’ response is through surveys. If you get a negative response from your customers, you can send an automated email which says “How can we help you?” The sooner you respond to their negative feedback, the easier it is to reconstruct your brand image with them. Also, the customer would think twice before leaving your brand.

 

You can set key indicators to help you bifurcate them before sending out surveys. When a customer is done filling out the contact forms or surveys based on the gathered information, your sales team can send out a personalized response. And if the data indicates towards the bigger budget client, you could simply make some extra efforts to identify the possible business opportunities.

 

In short, when there is a sensible data in your CRM, your customers feel like you are conversing with them every step of the buying cycle.

 

Accurate CRM Data:

 

When it comes to Surveys, it helps you declutter your data at a larger extent. To do so, the key here is to conduct net promoter score surveys from your CRM. It is a great way to quantify your efforts and make sure to identify opportunities within your existing customer base. In Net promoter surveys, you identify any company’s happy as well as frustrated customers and further you can take actions accordingly.

 

You can collaborate with your support team & pre-define the emails/messages that go out to your customers based on their responses. For example, if the customer had a negative experience, your sales team can send them a support email. The same way you can ask customers to post a review if they had a satisfactory experience with your services. This way you’ll get great data to help you understand the quality of your services and how your business is doing in the market.

 

By sending NPS surveys through your CRM software, you can easily detect the promoters and detractors and set an action course accordingly. If a promoter is identified, your CRM can automatically request the customer to post a positive review on the site of your choice. In addition to setting internal benchmarks, the ubiquity of NPS surveys means you get to chase industry benchmarks.

Get the most out of your SugarCRM

Every company’s need is different. To make sure you manage your data in a better way, combine your business with SugarCRM survey module to effectively gain insights and opportunities for your business.

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