How to get Salesforce surveys benefits like insights, satisfaction, sales

Nov 15, 2023

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Salesforce surveys benefits | We already lived in a data-driven business world. Now, with AI’s summersaulting us all, staying ahead and having a deep understanding of customer needs seems more important than ever. But not to worry: you can configure your Salesforce CRM with range of customer feedback survey solutions, including a product called “Salesforce Surveys”.

Leverage all that feedback! These survey solutions can sure help you implement customer satisfaction strategies and provide actionable insights.

salesforce surveys benefits

Let’s have a look at

  • Salesforce surveys benefits,
  • Common survey design mistakes & issues why surveys don’t work as hoped; and
  • Survey Best Practices to set you up for success.

And as I want to give you the full picture, I’ll even address the limitations of the Salesforce survey functionality and the benefits of integrating with SurveyMonkey. At CloudAnalysts we have implemented both types of technologies for clients with great success.

How useful are surveys anyways?

Let me start this section with a success story, a case study from one of our clients: Together with our client, @CloudAnalysts turned a healthcare provider who was receiving 1-2star patient satisfaction ratings around to become a consistent 5 star performer! Besides implementing service cloud, we also designed a survey strategy, with different follow-up activities, depending on a patient’s rating of our client.

Note that this client was never a bad healthcare provider!! This clinic group had simply grown too fast for the call center and clinic management/patient coordinators to keep up with the raising levels of new patient enquiries successfully.

That’s just one example. But it’s aligned with wider research:

HBR* did a study on the impact of having done 1x 10-minute phone survey with a sample pool of customers, and compared that with a control group, for the duration of a year. (*

The study involved 2,000 customers enrolled in a customer relationship program of a large U.S. financial services company.  They found that clients who had been surveyed were

  • > 3x as likely to have opened new accounts,
  • < half as likely to have defected, and
  • … more profitable than the customers who hadn’t been surveyed!

Amazing, right?

I like the quote the 3 potential reasons why this is so from the HBR article:

  1. “Satisfaction surveys appeal to customers’ desire to be coddled, reinforcing positive feelings they may already have about the surveying organization and making them more likely to buy its products.”
  2. Surveys may also increase people’s awareness of a company’s products and thereby encourage future purchases.”
  3. “The very process of asking people their opinions can induce them to form judgments that otherwise wouldn’t occur to them — that they really do like a company’s estate-planning services, for example.” Such measurement-induced judgments can influence later behaviour.

Very interesting indeed.

In sum, there are many potential benefits of surveys to be had.

How can your business benefit from surveys?

Salesforce surveys benefits:

  1. Real-time Feedback: Salesforce Surveys enable you to gather immediate feedback from your customers, allowing you to address issues promptly and enhance their experience.
  2. Enhanced Customer Engagement: By actively seeking customer opinions, you demonstrate your commitment to meeting their needs, fostering trust and loyalty.
  3. Data-Driven Decision Making: The collected data can be transformed into actionable insights, empowering you to make informed decisions that drive revenue growth.
  4. Personalisation: Tailor your products and services based on customer preferences, thereby boosting customer satisfaction and retention rates.
  5. Efficiency: Automate survey distribution, collection, and analysis within the Salesforce platform, saving time and resources.

Common survey design issues, challenges and mistakes

Do I hear you think: “The problem with Salesforce surveys is that they aren’t always so useful”? Our response is this: It’s not that ‘surveying’ doesn’t work. The devil is in the details here: it’s all about HOW you do surveys that ensures they deliver great success for you. To get the benefits of surveys, simply avoid these common pitfalls in your survey design:

  1. Lengthy Surveys: Keep surveys concise and focused to prevent survey fatigue and abandonment.
  2. Leading Questions: Avoid asking questions that influence respondents’ answers. Keep questions neutral and unbiased.
  3. Lack of Actionable Questions: Ensure that each question has a clear purpose and will lead to actionable insights.
  4. Neglecting Mobile Optimisation: Given the prevalence of mobile users, make sure your surveys are mobile-friendly for broader participation.
  5. Oh there’s more… : Your survey looked like a lot of work to complete.
  6. The form looked dull.
  7. Was sent at the wrong time.
  8. Asked questions in the wrong way (not clear, complicated, etc).
  9. The survey asked the wrong questions.
  10. The sample pool was too small for any statistical validity.
  11. You surveyed just once!

What to do instead?

CloudAnalysts’ best practices for surveys

(They work with SurveyMonkey, CustomerThermometer, Pardot, FormAssembly, Salesforce Surveys, ao.)

To maximise the impact of surveys, follow these best practices:

  1. CREATE A SURVEY STRATEGY: what are you going to do: why, where, when, how, and what follows? Maybe all you’ll need is 3 faces: happy, sad and meh, so that customers can click on one of these images at the end of a customer service email response. Or chat response. Very simple. Then, of course you should have a follow up based on customer responses…..
  2. PLAN AHEAD: Start with the end in mind – what do you want to know (liked product/survey features) and/or what do you want to achieve? Be sure to construct your survey so you’ll get the answers you’ll need.
  3. SET CLEAR GOALS: Define what you aim to achieve with each survey, whether it’s measuring customer satisfaction, gathering product feedback, or market research. Set other objectives: like more accounts, less churn, more revenue, or raising customer satisfaction? Nothing vague. Define.
  4. KISS: Keep your surveys simple & clear.
  5. SEGMENT AUDIENCES: Tailor surveys to specific customer segments to obtain more relevant insights. – optional
  6. DESIGN Design reliable, well-structured and pleasing looking surveys. Offer examples & add humor if appropriate.
  7. AUTOMATE: Leverage Salesforce automation and emailing tools to send surveys at the right time to the right customers. Use ‘Send time optimisation’ or automate triggers.
  8. INCENTIFY: Encourage participation by offering incentives, such as discounts or exclusive content. You have to be careful with this and not be seen so as to bribe a client. – optional
  9. ANALYSE, SPOTTING ISSUES & TRENDS: Regularly review survey results and implement changes based on the feedback received. Look at data over time.
  10. ASK FEEDBACK SYSTEMATICALLY: This allows you to add automations on the back of survey answers. It allows you to spot trends. And, it allows you to build an integrated survey strategy.

Survey tools

There is a wide range of survey tools available. One of our clients was ‘Customer Thermometer’. I love their tools. So simple. Of course, comes with a free trial. Once you understand how that works, you could get some of these benefits also by configuring your email templates in Salesforce and Pardot and setting up some triggered automations.

Beyond such ‘Are you happy’-feedback survey tools for customer-service, we have helped member organisations with annual surveys. These tend to be long surveys with many nested questions. They are more or less the same, year after year, so member organisations can track results over time. The sort of thing we do is not just set surveys up from scratch; a good chunk of our work comes from troubleshooting what doesn’t work for clients. Many have integration issues. Others like help with choosing new software vendors. We do both.

Salesforce surveys: pricing and cost

We have also evaluated and configured Salesforce surveys for our clients (and ourselves).

You might recall that a few years back, Salesforce surveys were freely included for up to 300 responses. There was always the cost of implementation, storage, of course. It appears that even today Salesforce surveys allows any authorised user to create as many surveys as needed.

But, here’s the caveat in Salesforce survey pricing: you pay for Survey Responses after the first 300. The limit is per org for the length of your contract. (* Health Cloud has unlimited “assessment” surveys included, but health cloud itself is not exactly free).

Today, Salesforce Surveys licenses are now part of ‘Feedback Management’.


  • Survey Response Pack: $ 300 (1,000 survey responses i.e. after your first 300 it’s $300 per 1000).
  • Feedback Management – Starter: $ 12,000 / org / mth, if billed annually (100,000 responses)
  • Feedback Management – Growth: $ 42,000 / org / mth, if billed annually (Unlimited responses).

While affordable by multinationals, those prices are prohibitive for SME’s and could be challenging for the average enterprise too. For them, we recommend SurveyMonkey, Pardot functionality, Salesforce email templates with clever automations, FormAssembly, and perhaps even Google Surveys, depending on the survey benefits sought. Tell us your objective, and we’ll work with you to select the right toolkit.

SurveyMonkey pricing

SurveyMonkey is more cost-effective. Its toolsets are dedicated to running surveys, and include industry-based benchmarks for NetPromoterScores, as well as statistical tools.

  • Team advantage: £900+ (£25/ user / mth; min 3 users;) billed annually (50,000 responses/year)
  • Team Premier: £2,700+ (£75/ user / month; min 3 users;) billed annually (100,000 responses/year)
  • Enterprise package, with really sophisticated survey management tools (Cross tabs; Skip logic, Click map data visualisation; Sentiment analysis; HIPAA-compliant features; Single sign-on (SSO); etc etc): by quote only. (unlimited responses).

There is an additional charge for integrating SurveyMonkey with Salesforce via a connector. CloudAnalysts have integrated SurveyMonkey with Salesforce in multiple ways over the years.

Looking at the two main software options here, SurveyMonkey is likely cheaper than Salesforce Surveys, unless you only need < 3000 responses per contract term.

Over to you

In conclusion, the salesforce surveys benefits are bountiful. Surveys are a powerful tool for leaders who are looking to enhance customer satisfaction and drive business growth.

By understanding the benefits, avoiding common survey design mistakes, and implementing best practices, you can gain valuable insights and make data-driven decisions.

Embrace the feedback loop, and you’ll be well on your way to becoming a customer-centric organisation that excels in today’s competitive market.

And our final tip: the key to success is not just in collecting data but in acting upon it to continually improve your products and services and, ultimately, your bottom line.

If you’re interested in exploring how surveys could be applied to your business, get in touch. One of our experts will help you design a strategy that works for your goals. Whether to use Customer Thermometer, Salesforce Surveys, SurveyMonkey or FormAssembly, or other form or survey tools, depends on your use case. Again, we would be happy to advise you.

Interested to learn more?

We would be very happy to help you.

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