Customer relationship management (CRM) software is used by businesses worldwide. Why? It helps companies build relationships with current as well as potential customers.
In fact, you may use your own CRM to grow your business, concentrate on sales, send email newsletters, and drip campaigns, post and advertise on social media, and keep track of your employees.
Because of this, it makes perfect sense to use your survey data in your CRM as well. Let’s look at incorporating survey results into your CRM.
Use Your Survey Data to Create Customer Profiles
One way you can incorporate your survey results into your CRM is by capturing demographic information. This in turn helps you create a better marketing strategy.
Using survey results, you can better target your marketing. You can also send segmented emails that pertain to your specific audiences.
For example, if you gathered basic information from your customers such as their interests, needs, and any pertinent demographic information, you can provide them with targeted marketing in the form of webinars, trainings, podcasts, blogs, videos, emails, and more.
By using your results in your CRM, you have a more effective marketing strategy.
Use Your Survey Data to Analyze the Customer Lifecycle
Another tool to incorporate your survey results into your CRM is through data regarding the lifecycle of each of your customers.
This is where you want timely data, and you want to know exactly how your customers feel. This is your chance to catch your customers at their happiest and their unhappiest.
This data helps you respond to satisfied and dissatisfied customers right through your CRM. You would gather this data from feedback surveys and then be able to use it to respond to your customers.
You can use surveys with your CRM to automate feedback surveys at each major event in the lifecycle of your customer. This might be any of the following:
- After they make a purchase.
- After they have a call with customer service.
- After they receive training from you or a whitepaper.
- After they either renewed or canceled your service.
- After they abandoned your shopping cart.
By incorporating this survey data into your CRM, you have a more complete picture of the customer journey. You can fine tune your strengths and improve upon your weaknesses.
Again, you’ll be better able to target your marketing and your overall customer experience.
Use Your Survey Data to Reach Out
Let’s say you conducted a Net Promoter Score survey. You got your data back, and you find you have a lot of detractors.
If you’ve incorporated your surveys with your CRM, you can reach back out to your detractors to find out if you can do something to change their mind or get them into the promoter category.
In addition, you can also reach back out to your promoters and ask them to share a Google or Facebook review, or you can even offer them a discount.
Because you incorporated your results, you are now able to use your NPS survey results to target your customers more accurately with segmented marketing.
There is a unique relationship between you survey results and your CRM.
When you integrate them together, you have all of your customers’ information in one place. It’s in one system that you and your team can use to market more effectively.
If you want to grow your business, incorporating your survey results into your CRM is the best way to go. Building customer relationships is integral to your business, and one of the most effective ways to do this is through your survey data. (tweet this)
Incorporate your survey results into your CRM, and your data will work harder and more efficiently for you.
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