CRM survey benefits, best practices, and example questions

Many organizations use customer relationship management (CRM) software to gather, organize, and connect with their leads, prospects, and customers. However, the data within a CRM can be outdated, incorrect, or irrelevant.

When that’s the case, sales and marketing outreach efforts are often a waste of time and resources. It’s important to use CRM surveys to make sure the data within your CRM is valid and actionable.

Definition and benefits of a CRM survey

“A CRM survey is sent to contacts in a customer relationship management system,” says Isaiah Henry, CEO of Seabreeze Management Company, a property management organization that oversees more than 90,000 commercial and residential properties.

There are many benefits to conducting regular CRM surveys, such as improving an organization’s quality of information by ensuring contact details are accurate and relevant.

“The results of a CRM survey can help improve business decisions, identify weaknesses, and discover ways to grow as a company,” says Henry. When organizations know more about their leads, prospects, and customers, they can adjust their marketing, sales, product, and customer experience initiatives to more effectively appeal to their target audiences.

It’s vital to segment the contacts for your CRM survey by their stage in the customer life cycle, as each stage will have different requirements and will need a different set of questions. Stages may include post-qualification, post-purchase, training and onboarding, renewal, cancellation, and more.

“Ensure that you’re asking the right questions and that your survey is formatted properly,” says Henry. “Your questions should have a goal in mind and be worded simply. If they’re confusing or structured to yield only one answer, then your results will be skewed.”

Examples of CRM survey questions

Profiling CRM surveys

These questions are designed to help organizations better understand who their leads and customers are. 

“Don’t get too personal. Your questions should be related to your company, product, service levels, and the overall customer experience,” says Henry. “Don’t turn your customers off by asking personal questions that don’t relate to the above. It’s wise to acquire data about your customers, but don’t cross the line by asking questions they would be uncomfortable answering.”

Here are some useful profiling CRM survey questions:

  • What’s your biggest frustration when it comes to day-do-day communication?
  • How would you categorize your business?
  • What do you value most in a product: price or quality?

Product usage CRM survey questions

Understanding how customers use your company’s products can help you innovate and enhance your offerings. For these questions, you may need to include specific product names and product images to help clarify what you’re asking.

“If your customers wouldn’t recommend you, then you need to figure out why and make the necessary changes to change their minds,” says Henry.

Here are some useful product usage CRM survey questions:

  • How many times a week do you use this product?
  • How likely are you to recommend this product to a friend? Why or why not?
  • If you could change anything about this product, what would it be?

Customer satisfaction CRM surveys

If your customers aren’t pleased with your level of service, you won’t be able to retain their business. To get the most honest and relevant feedback, it’s best to ask customers these questions immediately after a service experience, such as a sales or a support call.

“You want to ensure your relationship with your customer doesn’t end as soon as they purchase from you,” says Henry. “They need to feel supported during every step of the customer journey.”

Here are some customer satisfaction CRM survey questions to consider:

  • How would you rate your experience with our business today?
  • Do you have any feedback for your customer service representative?
  • Did we answer all your questions today?

Follow-up care CRM surveys

Often, organizations may lose out on sales simply because they don’t have the right follow-up processes in place. Asking these types of questions allows businesses to see where they have process-related gaps that could be hindering their sales or marketing efforts.

Here are some questions for follow-up care CRM surveys:

  • How would you rate the overall sales process thus far?
  • At any time, did you try to reach out to a representative but weren’t able to reach them? When?
  • Would you be more likely to purchase the product if you had access to an FAQ library?

CRM surveys with Jotform

It’s easy to create a CRM survey and send it to your contacts when you have the right software.

Jotform enables organizations to create CRM surveys by using templates or building them from scratch. Plus, Jotform can seamlessly integrate with several leading CRM systems, so adding new contacts or syncing data is a headache-free process.

Ready to learn more about your target audience? Jotform has you covered!

Photo by Christin Hume on Unsplash

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