How to Create Engaging Surveys

A CRM survey undeniably holds importance for any company. It not only helps you
 understand your customers’ perspectives and engage with them better but also 
helps you tweak your product(s)/service(s) accordingly. However, if your surveys
 are not relatable for your audience, they may not be able to collect valuable and 
actionable insights.

Therefore, a CRM survey should be relatable and engaging for the audience to 
drive high response rates and gather valuable insights for you. Let’s understand
 what all advanced survey features you should look for while choosing a CRM
 survey module to make surveys engaging.

1. Data Piping

The exchange or movement of data between CRM and surveys is called data
 piping.

There are two types of data piping in a survey:

• Forward Data Piping

When the data moves from CRM to surveys, it is forward data piping. This feature 
auto-fills a number of recurring survey fields like name, DOB, address, etc. The 
pre-filled survey fields help reduce the time that survey-takers would need to fill 
surveys. Surveys thus become comparatively shorter to complete and survey 
completion rates go high.

• Backward Data Piping 

When the data moves back from surveys to CRM, it is backward piping. While 
forward data piping helps make surveys shorter for the audience, backward data

 piping helps reduce your efforts in updating CRM with new survey data every
 time. With real-time synchronization between CRM data and survey data, all the

collected survey data gets auto-updated in CRM fields with no need for manual 
updates. 

2. Skip Logic

Skip logic is the logic a surveyor defines to redirect survey-takers to relevant 
questions throughout a survey based on their responses. Besides helping you
 keep the survey flow relevant throughout, it also makes surveys engaging 
and 
helps collect quality data due to the right questions you ask. 

Let’s take an example to understand how it works.

Let’s say that you have a different set of questions each for working people and 
retired people. Obviously, you won’t want a working person to view or answer a
 question specified for a retired person. Or vice-versa. And that’s where Skip 
Logic
 comes in.

The first question of this survey can be something like ‘What is your working 
status?’. Based on ‘Working’ or ‘Retired’ from the respondent, the survey will 
redirect them to the next relevant question. This is just an introductory example of ‘Skip Logic’. You can use skip logic in surveys to branch questions even further.

3. Survey Reporting

Proper data analysis of survey reports helps you get in-depth information 
about your customers’ thinking and perspectives. A number of advanced 
statistical reports including:  

• Status reports showing the total count of survey-takers to help you plan 
  stronger strategies to increase survey respondents.
• A question-wise report to tell the number of respondents who have answered a specific survey question and help you determine question-wise relevance and the overall survey relevance.
• An individual report to give information about individual responses to 
  questions, the date of sending and receiving the survey that can help you 
  determine an individual’s level of engagement with your brand and the 
  perception they hold. 
• A cross-tab report that helps you compare survey results of two or more 
  surveys, analyze how surveys are performing by comparing survey response
   rates over a few subsequent surveys, and plan further strategies accordingly.

4. Automated Surveys

Survey Automation is the process of automating survey workflow through  
automated surveys. Using survey automation, you can predefine several 
conditions and events to auto-send surveys rather than creating and sending 
them manually every time after a condition is met or an event like interaction 
with your customer occurs.

For instance, if you have specified a customer service call as an event, CRM will 
auto-trigger a survey after a customer is through with the call. This survey can 
help you understand how satisfied your customer support service call has been 
for that customer.

Moreover, such automated surveys help you get rid of the hassle of tracking
 every such event post which you need to send a survey. With instant and 
real-time feedback from customers, survey automation can keep you in full control
 of your customers’ satisfaction levels and needs.

5. Net Promoter Score

A Net Promoter Score survey generally consists of two NPS survey questions. 
The first question is the rating question where you ask your customers to rate 
your product(s)/service(s) or the brand itself on a scale of 1-10. Respondents are 
then classified into three categories depending on ratings as below - 

• Those giving ratings less than or equal to 6 are ‘detractors’
• Those giving ratings between 7 and 8 are ‘passives’
• Those giving ratings above 8 are ‘promoters’.

The second question is generally an open-ended follow-up question that asks 
customers the reasons behind the ratings they gave. You can further personalize 
 NPS survey questions based on ratings. For example, if a respondent gives a
 score 5, you can ask, “What did you find disappointing or lacking in your 
experience with us?” In case a person gives you a high rating of 9, you can thank 
him for it and include a more personalized question as “What did you like the most
 about our product(s)/service(s)/brand(s)?

Such personalized survey questions won’t only help you know your brand image
 in people’s minds but also help you strategize your further actions accordingly for 
maximum customer satisfaction.

6. Survey Templates

Ready-to-use survey question templates help accelerate your process of 
creating surveys by saving you time in framing questions - especially when finding
 the right questions for a survey is hard for you.

  

A SugarCRM survey module or any other can help you create a survey based 
on your purpose and requirements like Product survey question templates, 
event feedback templates, parent feedback survey templates are a few examples 
of survey templates.

In a Nutshell

Sending surveys is a surefire way to collect better insights into customers’ 
viewpoints. However, surveys should be engaging and relevant enough to collect 
quality responses in high numbers. For that, you should always look for a
 CRM survey module with all the above-discussed features. Only then will your 
surveys stand out and help drive responses and sales. 

Summary: Merely sending surveys doesn’t help get quality responses. Read on to
 know the features like data piping, skip logic, survey reporting, and more that you 
must have...