How to Store Survey Responses in CRM
Our customers often ask us how to store survey responses in CRM. What are the options and best practices? Of course, each organization is different, but this document will introduce the various approaches available to you.
How you decide to store survey responses ultimately depends upon which CRM solution you use, as well as your Clicktools edition. It will also depend on what information you want people to see. Be sure to talk to your CRM Admin or System Architect, who will know exactly what you will or won’t be able to do. S/he may also be happy to talk to you for hours about Mr. Codd and Third Normal Form (TNF) upon which a lot of data storage theory is based in CRM. (Yes, there are actually people who do this for a living)!
There are four approaches to storing feedback, each of which has its advantages and disadvantages:
- Option 1: Use standard fields & objects.
- Option 2: Add custom fields to standard objects.
- Option 3: Create a shared custom object.
- Option 4: Create cascading custom objects.
Each of the four approaches has its place and it is possible that you may want to use more than one in your solution. For example, you could use custom fields on standard objects to store summary details and cascading custom objects for the detail.
In isolation, the first two options are limiting, but if CRM customization is limited they can still provide a useful storage and viewer on customer feedback. The recommended choice is to go for one of the custom object options. If an organization is serious about bringing the customer’s voice into CRM, then these approaches maximize an organization’s ability to view and use the surveys to drive organizational improvement – the whole point of collecting the responses in the first place.