Customer Relationship Management (CRM) surveys are an extremely powerful tool for any marketer! How do you use them to improve your sales and your customer loyalty levels? Read below to find out!
1. What is a Customer Relationship Management (CRM) survey?
A Customer Relationship Management (CRM) survey is a type of survey which is usually sent with the goal of updating and adding on to the existing customer data and insights collected by a company. A CRM survey is typically sent to both existing and potential customers. By sending a regular CRM survey, a company can ultimately improve their products based on their customers’ recommendations and discover new business opportunities based on what their customers are looking for.
2. What are the pros and cons of CRM surveys?
Let’s start with the pros. First of all, CRM survey can unveil a plethora of insights into your customers’ purchasing behaviour. This can lead to a better understanding of your customer segments and their individual wants and needs. Secondly, a CRM survey will help you build stronger and longer lasting relationships with your customers. Furthermore, it can assist your sales team to identify clients with the biggest potential for upgrading or cross-selling.
On the other hand, a CRM survey needs to be properly designed, otherwise it might lead to incorrect data. Therefore, structure your survey in such a way that it won’t confuse your respondents or make them want to drop out. A bad design can be a massive con when it comes to CRM surveys. Read our previous article on how to design the best customer surveys to find out more!
3. How to use a CRM survey to improve your sales?
Firstly, a CRM survey can help you measure your customers’ satisfaction levels throughout your product lifecycle. To do so, divide your customer base into segments based on the phase of usage and survey each segment to outline trends. Examples of a possible segmentation include: leads, post-purchase, onboarding, support, renewals, and cancellations. However, based on your industry and product cycle, your segmentation might be different. You can use a Net Promoter Score to determine their loyalty and satisfaction levels.
Secondly, a CRM survey is a great tool for profiling your customers, so that you can better understand what issues they might be experiencing. By doing so, you can directly and quickly fix those issues before even more customers experience them. Thus, you are indicating to your customer base that you care about them and you value their loyalty. This will, in turn, increase their customer engagement and will drive repeat purchases and upgrades.
Thirdly, a CRM survey will help you discover insights about how your customers use your products and what they like and dislike about them. Furthermore, it will help you discover the untapped potential of new, innovative products. A study by the Nielsen Group found out that innovation is the biggest driver behind higher sales! Therefore, use CRM surveys to ask your customers for feedback on what new features and products they would like to see.
In conclusion, a Customer Reputation Management survey can help you not only improve your sales, but also increase your customer loyalty and retention. Therefore, take advantage of it and watch your business grow!