Collecting customer feedback is the backbone of your company’s success. It shows you how satisfied your customers are with your brand and helps you build stronger relationships with them. That way, you will be able to increase sales and retain customers in the long-run. 

Now, there are many ways to gather customer feedback, from creating NPS surveys to monitoring your brand mentions and customer behavior analytics. 

To improve customer feedback and build stronger relationships, consider integrating your survey tools with your CRM platform. The automation capabilities of your CRM system will help you streamline customer data and keep it in a central location.

Make the Most out of Customer Data with the Right CRM Integrations

By integrating your CRM with the right customer survey and analytics tools, you will expand its functionality and centralize multi-channel customer data to gain better insights into your target audience. Here are a few common CRM integrations with customer feedback tools to consider.

Survey Tools

Many online survey tools allow you to create highly optimized and customized customer satisfaction surveys. With the help of these tools, you can keep your fingers on the pulse of your customer base and gain better insights into their satisfaction. 

The best thing about SaaS survey tools and form builders is that you do not need to analyze customer feedback manually. By integrating them with your CRM system, the information you collect via surveys or forms will be synced with your existing customer data. That way, you will be able to reference customer feedback while preparing for sales meetings or offering customer support.

For example, Nextiva offers a multi-purpose survey tool that easily integrates with their CRM solution. With it, you can create customer satisfaction surveys, market research studies, and real-time surveys to learn more about your target market and customer experiences. The customer data you collect is directly sent to your CRM tool.

VoIP Phone Systems

Your call center is a treasure trove of customer feedback. According to BrightLocal, 60% of customers will call your customer service agents after finding your company online. There are multiple reasons for that. First, phone calls humanize customer interactions with your brand. Second, they help customers get answers faster. In emergencies, customers cannot afford to wait a few hours for a resolution.

That is why you should consider switching from analog phone systems to their online counterparts. Namely, most VoIP business phone services integrate with CRM systems. They let you turn customer feedback into personalized marketing and customer service opportunities. 

By integrating your call center with a CRM system, you will effortlessly collect and synchronize customer data. For example, you can make and receive phone calls directly from your CRM platform. With VoIP integration, the CRM can use AI for call analytics, allowing you to measure customer sentiment and engagement rates. The customer data is automatically sent to your CRM. If a customer calls again, the VoIP tool will pull the customer data from your CRM and send it to your agent.

Customer Success Tools

Customer success tools, such as Zendesk, Intercom, or Customer SuccessBox, provide a 360-degree view of your customers. They let you identify satisfied customers, as well as those who are most likely to churn. They consist of a wide range of features, such as customer engagement analytics, health scoring, product usage tracking, real-time insights, or customer interactions, etc. 

By integrating this information with your CRM, you create detailed customer profiles and boost your sales and customer support efforts in the future. Most importantly, a data-driven approach to customer interactions helps you build personal and meaningful relationships.

How to Use Surveys with your CRM

Surveys are a perfect way to collect customer feedback. Here is how to use your CRM to get the most out of them.

  • Segment customer lists

Reliable CRM systems allow you to slice down your contacts into narrower segments based on their demographic, psychographic, and behavioral data. For example, HubSpot’s Active Lists will automatically classify leads based on the criteria you have set. By using list segmentation, you can design more targeted marketing campaigns. 

You can even ask your customers for feedback directly by sending targeted emails. For example, you could send a “help us serve you better” survey to ask them about their long-term goals, product preferences, pain points, frustrations, and contact information. 

  • Tailor surveys based on customers’ lifecycle stages

Accurate customer data is critical for collecting relevant feedback. Keep their email addresses, lifecycle stages, demographic data, inquiries, and company information up to date. 

Remember that customers in different sales funnel phases have different needs, problems, and expectations. Your CRM system helps you map customer journeys, and based on them, identify their lifecycle stages. When integrated with your survey tools, your CRM allows you to segment customers based on where they are in their buyer journey and tailor survey questions and formats to their needs. 

For example, you could send feedback surveys after onboarding, once their customer service inquiry has been resolved, or during cancellation. By collecting relevant customer feedback at relevant touchpoints, you will be able to create more personalized marketing, sales, and customer success plans. 

  • Automate customer care

Responding to each customer in real-time isn’t always an option, so instead, you may consider sending automated messages from your CRM. For example, if a customer gives you a negative rating in a survey, send them an automated “we are sorry” message. 

An auto-reply message sent in real-time lets a customer know you heard them. Most importantly, it frees your customer rep’s time to analyze the customer’s previous touchpoints with your brand, understand the root cause of their frustration, and tailor a personalized response. The goal of any CRM tool is to build relationships with customers and make them feel you are always with them.

Start Building Strong Relationships by Integrating your CRM with Survey Tools

From the examples provided above, you can conclude that a reliable CRM system and survey tool helps you maximize the automation and accuracy of your customer feedback initiatives. By combining the automated capabilities of CRM with the vast research features of online surveys, you will keep your sales, marketing, and customer service strategies focused and build stronger customer relationships.

How do you use your CRM to collect customer feedback?

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