Simple Survey Best Practices
We’re noticing a trend among our Syncfrog users. Many companies are syncing their SurveyMonkey data to CRM. In case you don’t know, Syncfrog is the intelligent data loader built by Clicktools, which empowers non-technical users to make their data leap from app to app.
Anyway, according to recent research, 86% of senior-level marketers agree that it’s absolutely critical to create a cohesive customer journey. Making sure feedback is connected to all other customer data in CRM is critical to doing so. When survey data is accessible and actionable across the organization via CRM, you’re sure to provide a much smoother customer experience that lets them know they’re heard and valued.
But what makes a good survey? Whether you’re using SURVE for CRM-integrated surveys or a standalone survey app with Syncfrog, here are three tips to make sure you’re not tripping customers up along their journey:
- Don’t ask questions you already know. You emailed your customer a survey. Great! But, why make them spend time entering their first name, last name, and email address, if you already have the information in CRM? After all, you did just email them. Asking questions you already know can have an adverse effect on your response rates. Instead, use your standalone survey tool’s built-in email capabilities or use annotations to automatically provide a trackable ID to connect the survey data to the CRM record.
- Don’t ask questions you don’t need to know. Related to the tip above, value your customers’ time by only asking highly relevant questions worthy of their precious minutes. A good way to determine what’s truly relevant is to consider whether or not you’ll report on the question. If you’re not going to report on it, should you require it? You can use question branching in your survey app to guide the conversation based on previous responses and to keep the interactions on-point.
- Give a reasonable expectation of time. Tell the recipient upfront and throughout the survey the amount of time the survey will take. If you are asking only a few quick questions tell them from the outset so they will participate. You can let them know either in the email invitation or in the survey intro text. This can be used in combination with a progress bar on the survey. If you have a long survey, tell them where they are at in the process throughout and perhaps even provide a reason to participate (e.g. better service, influence on product(s), loyalty points/credits, etc.) as they go. Another option is to break the lengthy survey into multiple surveys, which the recipient receives at well-timed points along the journey.
We hope you put these best practices into action. If you choose to build your surveys in a standalone application, then simply use Syncfrog to make your data leap into CRM. To streamline the integration, check out SURVE to build surveys that integrate with CRM. Just make sure you have the right data leaping from surveys to CRM — by adhering to these tips — to improve customer experience and keep them loyal!