Surveys are an easy way to gain valuable feedback about your business and a deeper understanding of your customers. When executed correctly, they provide important data about your business and the customer experience. However, without specific actions based on the survey results, you may miss out on the benefits. This article gives insight into survey automation that helps streamline the data collection process, enhance the customer experience, and increase survey effectiveness.

When building your survey and automation, ask yourself three main questions:

What is the goal of your survey?
How do you plan on applying the data collected?
What actions will you take based on the survey results?

Let’s take a look at how these questions will help you plan and build an effective survey.

Survey Goal

Understanding the goal of your survey and what you wish to achieve from the survey is key. Surveys have a wide range of usages, such as collecting customer feedback, internal team consensus, marketing research, lead segmentation, and with GreenRope, they can even be used as a test for respondents (or "students") to complete when used in conjunction with the LMS.

Create and send your survey with your goal in mind. This will help you create a more cohesive flow of questions, and will ensure your survey is sent to the right audience.

Here are two ways to effectively use surveys to reach your target audience and receive the answers you want.

Segmentation. Sending the survey to specific groups in your CRM will help you focus on the specific audiences you're looking to target. Targeted surveys produce better results, increase personalization, and help you dive deeper into understanding the need of your contacts. Post survey, you can use the results as a way to segment your leads based on their responses to your questions. We will talk about this later on.
Apply Question Logic. Streamline your survey to only include questions that apply to the respondent. Question logic helps customize the order of questions based on responses. Logic works by skipping unnecessary questions or including additional follow up questions based on responders previous selection.

Data Application

How your team stores survey data increases your reporting capabilities and helps trigger different types of automation. Storing survey responses in the contact’s record allows quick access to the results, which can help you take action post survey.

You can do this through:

User Field Triggers. Setting up designated user fields inside the contact record updates the individual's data seamlessly. You can also trigger automation based on changes to this field. For example, when a field is updated to a specific value or preference, you can trigger a workflow. For example, if a field such as “Rate Your Experience” changes from ‘Poor’ to ‘Excellent’, you can activate a follow up workflow to thank the customer for their feedback.

Question Scoring. Assigning points or values to different responses helps assign values or scores to the contact. These scores allow the surveys to become tests or quizzes, or even help segment leads based on the score associated with each response.

For example, you can trigger automation based on score results. If someone scores low, you can trigger a follow up workflow and visa versa. Additionally, you can customize the “Thank You URL” or trigger workflows based on score ranges of the recipients.

Post-Survey Actions

To set up your actions, your team must first decide on what action items to take. The post survey strategy you decide on becomes the foundation of your automation triggers. For example, you can set up automation to move contacts into a designated group, set-up a follow up activity, or send customized content based on their answers.

Adding automation to a survey helps customize each respondent’s experience and increases the usability of the data you're collecting. When analyzing the survey results, it can be viewed on a global approach among all survey respondents as well as on an individual contact basis within their CRM record.

Connecting the survey to your CRM allows various types of reporting, data storage, and automation triggers seamlessly. The integration helps to track the respondent's engagement with the survey, when they clicked on the links, or completed the questionnaire. Click here to learn more about developing the right questions to ask, types of CRM integrations, and more automation tips.

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