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Salesforce Surveys: Introduction, Feedback & Management, Survey Reports, and Use Cases

Sep 30, 2023 | Recent Posts Featured

Salesforce surveys are an excellent tool for business organizations. They help get real-life answers and opinions from the people that matter most to their business.

With Salesforce surveys, you will have feedback stored in your Salesforce CRM and linked to the other available information you have on a contact.

You can use Salesforce for surveys by either investing in Feedback Management (add-on license) or Salesforce Surveys or by integrating web forms with your Salesforce CRM. However, Salesforce Surveys offer many more advantages to the integrated web-form approach.

This all-in-one article will delve into Salesforce surveys and feedback management in Salesforce. We will also discuss some popular use cases of Salesforce and provide professional tips to make the most out of your Salesforce Surveys.

So, keep reading to enhance your knowledge about Salesforce surveys.

Introduction to Salesforce

Is your business going through tough times and not making many sales? Or your customers are not satisfied with your current products or services. We understand this can be frustrating. But Salesforce has the solution for you.

Salesforce is the No. #1 customer relationship management platform used worldwide. It unites all your sales, marketing, commerce, customer service, and IT teams under one platform with Customer 360 – this is irrespective of the location of your teams.

Customer 360 is Salesforce’s integrated platform that includes the entire portfolio of their tools and services. With Customer 360, your team members can focus on what is currently the most important for your business – to provide your customers with an exceptional experience so they keep on returning.

What Are Salesforce Surveys?

Salesforce surveys are the survey forms that businesses or organizations send to their customers. Using these forms, organizations can obtain feedback or data about their products and services.

This data is then stored and analyzed by professionally trained groups to make the products or services better.

To create a survey form, you will need to enable “survey” in your Salesforce org and give necessary permissions to profile and other important things. After this, you can get started on creating survey forms. Below are the steps to follow:

  • Go to the quick find box and search survey. Click survey settings and configure its options for users.
  • Go to the launcher and enter “survey” – this will redirect you to the “record” page, where you can survey records. Click new, name your survey form, and continue.
  • The interface will show the “Survey Builder.” Here, you can build your survey form. The survey form has three pages: build page, send page, and analyze page.
  • On the ‘build’ page, you create your actual survey form. On the ‘send’ page, you generate survey invitations for your customers. On the ‘analyze’ page, organizations can analyze the survey data, which helps businesses to make smart decisions.

Feedback Management in Salesforce

Feedback management is a crucial part of the VoC (Voice of the Customer) program. It provides you with insights into what your customers feel about your products – this allows you to refine your customer feedback strategy.

Salesforce offers three feedback management services to its users:

  • Survey response pack license.
  • Feedback management starter license.
  • Feedback management growth license.

The survey response pack license enables you to create standard surveys, apply branching logic, and send survey invitations to leads, contacts, and your Salesforce users. It also allows you to configure the language preferences of the participants.

The growth license is the most premium feedback management license. Yet, the feedback management starter license also offers ample benefits – yet not as much as the growth license.

Below are some common benefits the starter and growth licenses offer.

  • Participants can add attachments, such as screenshots, documents, or sheets.
  • Participants can select answers from the same set of choices for multiple questions.
  • They allow you to add Merge fields in surveys so participants won’t have to re-enter the information already present in your Salesforce org. You can also create new or update existing records in your Salesforce org based on participant responses.
  • With these licenses, post-chat feedback can also be collected. The starter license offers it for experienced cloud sites only, while the growth license offers it for all sites.
  • With these licenses, you can get insights into the sentiment or emotion behind text-based survey responses. It can be achieved with either a data map or a flow template.

Have you purchased a license and now want to know how to set up Salesforce Feedback management? We have also prepared a guide on how to get started with Salesforce feedback management.

  • Configure your survey settings and allow your users to create surveys.
  • Assign the specific permissions your users need to create, send, respond to, and translate surveys.
  • Customize the record detail pages for objects so that users can easily send survey invitations and receive their responses.
  • Protect sensitive participant data with Shield encryption and remain compliant with regulations.
  • Use ‘package’ to transfer your survey records from one Salesforce account to another.
  • Create custom survey reports and see the usage of survey responses in the user-based entitlements list.

What Are Survey Reports?

A survey report is a document that contains all the essential information about the survey in an objective, clear, and precise way.

Survey reports generally define the following:

  • The objective of your survey.
  • The number of questions.
  • Number of respondents who filled out this survey.
  • Starting and ending dates of the survey.
  • The demographics of the respondents (gender, age, area, marital status, etc.)
  • Your findings from the collected data.

All this data is presented in the form of graphs, charts, and tables since they make the data easy to read and understand.

Survey reports contribute a lot to the success of a business. Below are some compelling reasons indicating why one should write survey reports.

  • Survey reports make a powerful impact since they reveal the hard facts and figures regarding particular scenarios.
  • Since large data is categorized into graphics, you can have the required information just by skimming your document – this will save you time and assist in smart decision-making.
  • With Survey reports, you can track the current and evolving market trends. This way, you can get an insight into what the future holds for your business.

Use Cases of Salesforce Surveys

There are several use cases for business organizations to create Salesforce surveys. Keep reading below as we explore the most common use cases of Salesforce Surveys.

Customer Satisfaction Surveys

Every business is looking forward to collecting feedback by creating a customer satisfaction survey. Here are our recommended customer satisfaction survey questions to get you started:

  • Please rate on a scale of one to ten how satisfied you are with the product or service you recently bought from us.
  • Can you rate on a scale from “not likely at all to very likely” if you would ever recommend our product or service to a family member, friend, or colleague?
  • Please respond with “yes or no” to whether our products and services are up to your expectations.

Product Feedback and Development

A product or service feedback survey comprises questions that can help your organization learn more about what your customers think and feel about your products or services. The data collected by these surveys can then be used to improve the products or services you sell.

Most of the time, this data provides suggestions and feedback regarding product features and how useful these features are for them.

Market Research and Trend Analysis

Are you wondering how to analyze market trends with Salesforce surveys? The first step would be knowing your target audience, any competitors, and the trends that exist in the market.

These topic-focused surveys will help you obtain valuable market research data from your target audience. This way, they will assist in future decisions for your business.

Below are a few questions you can use in your market-related salesforce surveys.

  • How old are you, and where do you live?
  • How long have you been our customer?
  • Have you ever considered any of our competitors? Who and Why?
  • What do you feel about our brand?
  • Can you rate your most recent purchase experience with us on a scale of one to ten?
  • What was the most confusing about our products or services?

Brand Recognition and Awareness

Want to be a successful business? It’s crucial to pay attention to your brand’s reputation in the market. Maintaining a positive brand image offers several benefits, including customer loyalty, repeated and increased sales of your products, and a competitive edge as well.

Salesforce surveys can be used to obtain feedback from customers to make intelligent decisions when it comes to managing brand recognition.

Employee Feedback Survey

You can improve your team’s performance and help them nourish skills with an employee feedback survey. With a Salesforce Survey, you can ask your team members how they feel about their responsibilities and roles.

This information can help you understand your team members better. You can also set up a pulse program to distribute surveys on a weekly or monthly basis.

By running a pulse program, you can always know your employees’ sentiments and evaluate whether your plans are put in place to improve your business productivity.

Net Promoter Score (NPS) Surveys

Are you interested in using NPS surveys? With NPS surveys, you can ask customers if they will refer your business to others. Customer feedback responses are analyzed and given scores that are divided into three categories: promoters, passives, and detractors.

Highly satisfied customers fall into promoters, while unsatisfied customers are detractors. Passives are satisfied but not overly happy.

To get a Net Promoter Score for your business organization, simply subtract the percentage of detractors from that of promoters. In technical terms, its formula is:

NPS = % Promotors − % Detractors

Your Net Promoter Score can be anywhere between −100 and 100. A positive NPS implies that your organization is fortunate enough to have more promoters than detractors.

Unfortunately, obtaining a negative NPS means your business is lacking something, and you will have to make painstaking efforts to improve your customer satisfaction levels.

Customer Journey Mapping

Many organizations use customer journey mappings to keep track of a customer’s journey as they interact with products or services offered.

Salesforce surveys can be used to obtain feedback from customers at any point in their journey – this way, you will get their opinions and be able to identify what areas of your business need improvement.

Customer Onboarding and Training

Have you got a new customer in your business? You should take your relationship forward with a lead. A customer onboarding process can assist you with these interactions.

Below is a simple customer onboarding and training process that could be modified per your sales strategy.

  • Send your new customers a welcome email after they have bought something from your website.
  • Politely request your customer to fill out and submit a Salesforce survey with concise information about their needs and preferences so you can understand them better.
  • Guide your customers to blogs or training webinars to educate them on the positive aspects of your products and services.
  • You may offer them direct training that includes configuration of their software or product installation (if applicable).

Product Usage and Adoption

What do you get by the term “product usage?” It sets out how your customers use your products or services. Product usage can be analyzed in depth with many tools, but obtaining feedback from your customers using a Salesforce survey is the best idea.

Without a doubt, customer responses and comments will provide information on how they consume your products. They can also unveil usage ideas you had not intended for your specific product or service.

This new information will spark your creativity to improve your product and add capabilities that can benefit even a wider audience.

The term “product adoption” comes in when you upgrade your products. It indicates how acceptable your new product is by a target audience and whether they appreciate it.

Suppose you have previously obtained feedback from customers on product usage. In that case, you can revamp your product in a specific way relating to their needs and wants – this way, your upgraded product will have a higher chance of being adopted in its launch phase.

Website and User Experience

Want to enhance your user experience (UX) on your eCommerce website? Use Salesforce surveys to obtain feedback on your UX interface and functionality.

Based on this feedback, different strategies can then be devised to keep your online visitors longer on your website. This way, they will know more about your products and services.

And in case your website also has a checkout page, they might be persuaded to buy something from your website.

Salesforce Surveys (Professional Tips)

Now that everything is crystal clear, here are some professional tips for how to make the most of your Salesforce surveys.

●    Make Feedback Sharing Easy for Customers

To be honest, there is hardly anyone who is naturally inclined to take surveys. However, as a business, what you can do is make feedback sharing easy for your customers.

You can use prefill surveys, which will automatically add readily available customer details, like name, contact and address information, and other available credentials, so they don’t have to re-enter them.

Not only will such Salesforce surveys save customers’ time, but they will also make feedback requests more personal and be more relevant to what feedback is exactly needed.

This will improve the feedback-sharing experience and increase customers’ likeliness of taking the feedback survey.

●    Receive the Most Specific Feedback with Screenshot Surveys

Screenshot surveys can be an excellent option if you are looking forward to receiving specific feedback on a website or mobile app.

It means that your Salesforce feedback survey will allow users to capture a screenshot and enter their feedback specifically without leaving the website.

Screenshot surveys will make feedback sharing even more effortless since your customers won’t have to pick up their mobile phones to resolve an issue or write an email with screenshot attachments and other information to share feedback.

For instance, if the customer is unable to see an item in the cart of your e-commerce website despite adding it repeatedly, they can capture a screenshot, write the issue they are going through, and submit it – all on your website.

Screenshot surveys can also be conducted during the testing phase of a website/app or for beta testing purposes for an online product.

●    Use Automated Surveys to Get Continuous Feedback

Are you dealing with customers on a large scale? In such a case, it is impossible to survey every customer manually at every touchpoint. To counter this, you can automate surveys, which will automatically be triggered every time a pre-defined condition is met.

However, timing your surveys correctly to get the most specific and helpful feedback is crucial. For instance, if a customer satisfaction survey is immediately sent after they have received a product, they will not be able to share feedback so soon.

So, what you can do is set the product feedback to be collected ten days after the product’s delivery. This way, you will receive the most genuine feedback.

Automated surveys reduce the need for manual work and collect feedback at all crucial touchpoints – it means they will reach all ideal survey candidates.

●    Sync Data Back to Your CRM Both Manually and Automatically

With a good survey tool, you can easily sync feedback responses from your customer surveys back to Salesforce CRM. It can be achieved through two ways: custom mapping and managed mapping.

Custom mapping requires manual mapping of Salesforce objects with survey data response fields so that the feedback can be stored in specific Salesforce objects.

On the other hand, managed mapping is a much easier substitute. It will automatically sync feedback data back to Salesforce contacts. That means you can sync responses without mapping fields and objects based on parameters like email, contact number, or new contact.

Here’s another tip for you: add logic to your mappings to define actions or create tasks while mapping feedback with your Salesforce CRM.

Logical mapping will ensure the information does not just stay there but is instead actionable and helps close the feedback loop with customers.

●    Create A Centralized View of Customer Feedback

Survey tool integration allows you to create a custom object comprising all the feedback results. This way, you can have a centralized data view, share access with different team members, and support different operations within the organization.

You can create customized reports to understand the general sentiments of your customers and also view other survey nights, such as day, location, and time.

You can also view actionable survey reports like customer service performance reports that also include individual scores.

CRM data centralization allows for efficient management of data using such reports and aids in smart decision-making. You can identify complaint trends and flag an ongoing issue to be resolved on a priority basis.

For instance, if a customer has given a low score in a Salesforce NPS (Net Promoter Score) survey, they should not be contacted for subscription renewal.

Instead, you should retain the customer with follow-ups and not send irrelevant marketing emails and renewal reminders.

Additionally, create a single custom object for the mapping of all customer data. You can tie this object back to the account, contacts, or any other objects you may have set in your CRM environment.

●    Analyze Survey Insights to Improve Your Team Performance

Evaluation of team performance is crucial to improving your team performance. With Salesforce survey Integration, you get access to a unified dashboard where you can assess all survey reports, including customer support performance and NPS reports.

What we suggest is to utilize the Customer Effort Score survey to measure your teams’ performance and also gather feedback on necessary aspects like communication, knowledge, friendliness, resolution, etc.

It will also help you make much-needed decisions about improving your service standards. For instance, a business organization uses NPS and CSAT to measure the overall brand loyalty and customers’ satisfaction with the support they receive.

Based on individual team members’ scores, the organization can then identify top performers and those representatives as well who need training following the performance analysis.

●    Use Geo-tagging to Receive Feedback from All Touchpoints

Do you know about geo-tagging? Geo-tagging is a survey technique that allows you to receive feedback at different locations, even from suburban and rural areas.

Along with multilingual surveys, it enables effective data management since you are collecting feedback from different locations using a single account.

In our opinion, geo-tagging is an excellent resource to measure the location-wise performance of a specific product or the brand overall. This way, you can make intelligent business-wide decisions to nurture your business.


In whatever way you look at Salesforce surveys, it would be a smart decision to integrate your survey forms with Salesforce – not only will this improve the customer experience, but also streamline the internal business processes.

In this article, you have learned about Salesforce, Salesforce surveys, feedback management, and survey reports in general.

We also elaborated on the use cases of Salesforce surveys and provided some professional tips to enhance your data collection and analysis procedures with Salesforce surveys. Try our tips mentioned above to make your Salesforce surveys – you will see the difference yourself.

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