Salesforce Surveys: Feedback Management & Surveys for Salesforce

chapter 2

What are Salesforce Surveys?

Salesforce customer surveys are a critical tool for Salesforce users to collect feedback from customers in order to understand their perception of your business, improve experiences, and build customer loyalty. With the help of reliable Salesforce survey tools, you can create intelligent forms that can be triggered at multiple touchpoints to collect feedback on different aspects of a business like the product, customer service, etc.

Understanding Zonka Feedback Salesforce Surveys

Zonka Feedback eliminates the time and effort that goes into collecting and managing feedback on different platforms; after a one-time survey setup, you can automate surveys. Moreover, you can view customer analytics, build reports, get a single view of the customer experience feedback, etc., without having to exit the Salesforce environment. 

Here are the key benefits that you can enjoy with the integration of Salesforce and Zonka Feedback:

1. Single View

Zonka Feedback allows businesses to have a single view of their entire customer base as well as leads on a single platform where different stakeholders can access data to improve customer experiences. Let’s understand this with an example.

In a healthcare organization, patients’ feedback can be segmented into many categories, as per the location of the facility, diagnosis, treatment availed, care quality, healthcare professionals and doctors’ knowledge and willingness to help, etc.

Not only can you collect feedback across multiple aspects of healthcare, you can store all the patient data in Salesforce with a single-view access.

For example, feedback collected at different locations or healthcare centers can be viewed on the same dashboard. This is because when the survey responses come in, they can be filtered out location wise through the geo-tagging feature of Zonka Feedback surveys.

Similarly, if you wish you to specifically view in-patient or outpatient feedback, you can use filters to pull the useful data out and get actionable insights. If you wish to see a detractor report to discover the root cause of poor retention, you can sort out the feedback with 'Detractors' as a filter in your NPS report. And all of this can be done on a single platform.

2. Feedback at Multiple Touchpoints Across Lifecycles

Salesforce gives you a view of how customers move through different touchpoints in your business. Now, to understand how their experience at each touchpoint impacts their perception of your brand, you can use Zonka Feedback to send Salesforce surveys multiple times throughout the journey. Let’s continue with the example of a healthcare facility to understand this.

Patient experience begins from the moment they make a booking. So, in a healthcare facility, Salesforce surveys can be sent at multiple touchpoints.

1. Consultation Booking Feedback on Website: Patients who book a consultation online can be asked to share their appointment-making experience on the website using website surveys
2. Facility Feedback: When patients walk in for their consultations, they can be asked to share feedback on the facility’s cleanliness, hygiene standards, wait time, staff’s knowledge and assistance, etc. Standard facility feedback use cases include cafeteria feedback, washroom feedback, kiosk feedback in waiting rooms, etc.
3. Out-Patient Feedback after Consultation: Outpatients can share feedback on the consulting specialist’s or doctor’s knowledge, communication, diagnosis, etc.
   In-Patient feedback: Patients can share feedback post discharge on aspects like doctors’ and staff’s communication with the patient, quality of rooms, treatment, food, cleanliness & hygiene, payment and insurance related assistance, etc.
4. Doctor and Staff Feedback: Exact ratings of your facility’s healthcare professionals, specialists and other staff members can be collected using CES surveys to measure how well they did in terms of knowledge, communication, availability, willingness to help, etc.

The idea behind this is to capture feedback after all interactions that affect the brand's growth and customer retention.

3. Feedback Across Multiple Channels

With Zonka Feedback, you can leverage your single Salesforce database to survey your customers across different channels. Let’s understand this with the same example we used above.

In a healthcare facility, patients can be surveyed using SMS or email surveys as soon as they are done with their consultations. On the healthcare websites, feedback can be collected via website surveys. Similarly, patient feedback can be collected on premises as well at various touchpoints. For example, you can set up a tablet device in the washroom to collect washroom feedback. Washroom feedback surveys can be designed around aspects like reporting leaky faucets, availability of staff for cleaning, tissue paper availability, infrastructure issues, etc.

Similarly, cafeteria feedback can be collected around aspects like food quality, health and hygiene standards, seat availability, etc., through kiosk or mobile surveys. Moreover, you can also print feedback QR codes that patients can scan at different touchpoints in the facility so that patients can scan the code using their smartphones and share feedback right away.

4. Feedback Across Primary CX Metrics

Zonka Feedback integration eliminates any Salesforce survey limitations. With a dedicated survey tool, you can measure feedback across all the key metrics, including the NPS, CSAT, and CES. We will again take the example of healthcare feedback to explain this.

CSAT: Patient satisfaction survey questions in a CSAT survey help measure significant patient experiences like a doctor's consultation, out-patient treatment completion, in-patient discharge, etc. 

Here’s a post-visit outpatient satisfaction survey template for example:

If you wish to learn more about patient experience surveys, you can read our article: Patient Satisfaction Survey Examples. 

NPS: The Net Promoter Score is the measure of your customers’ likeliness of recommending your business to others. Therefore, an NPS survey should ideally be sent after the transaction is over or at fixed intervals in your brand’s relationship with the customer.

NPS is measured on a scale of 0-10. Here’s an NPS survey question for example:

Based on your overall experience with our healthcare facility, how likely are you to recommend us to our friends and colleagues?

CES: CES or the Customer Effort Score is the measure of effort customers had to make to do business with you. It helps gauge customer service standards and measure agent performance. In the case of healthcare feedback, as in our previous example, the patient experience managers can send CES Salesforce surveys to patients who seek assistance or support. The feedback can be around anything like rescheduling consultation, expediting reports, assistance with medical insurance usage, etc.

Here’s a CES survey question:

Did our hospital staff and support team make it easy for you to seek effective treatment from us?

The feedback across all CX metrics can be mapped back to Salesforce where you can have a single view of all the survey answers from different customers.

chapter 4

Types of Feedback Using Salesforce Surveys

Zonka Feedback and Salesforce integration allows you to create omnichannel feedback strategies where you can collect feedback on every platform that the customers or audiences engage with your business. This means that you can survey people in different ways based on their customer lifecycle or journey with the brand. For example, if a customer usually sends emails to get in touch with you, you can send email surveys after a service interaction. Similarly, if you are an eCommerce brand or have a website, you can collect real-time feedback right on the website. The options are limitless! 

Based on your audiences’ preferred mode of engagement, you can select from these Salesforce feedback types:

Email Survey Feedback

Email surveys can be sent in different ways: you can insert a survey link in your email, use an embedded email survey in the email body, or use an in-signature survey to send the survey question as a part of the email signature. Read our detailed article to learn more about in-signature surveys vs. email-embedded surveys. 

Moreover, surveys can be sent at various instances or touchpoints in the customer journey, for example, to capture detailed lead information, to collect feedback after a visit, to collect post-transaction or post-event feedback, etc.

What’s interesting is that you can automate Salesforce surveys so that they are sent to all the right people at just the right time without any manual intervention required. All you need to do is set survey triggers after you’re done designing event-specific surveys.

Continuing with the example of healthcare feedback, let’s understand email survey automation in Salesforce:

Salesforce surveys can be triggered when pre-specified healthcare events happen, for example, after completion of a treatment course, after consultation, facility visit, etc.

Let’s say you wish to collect patients’ feedback on the diagnosis and examination lab services, you can set email surveys to be triggered automatically once the patient’s information is recorded in the Salesforce database. Similarly, healthcare surveys can be triggered on other events like patient discharge, out-patient consultation, etc.

This reduces the manual effort and makes collecting feedback from every patient possible.

SMS Survey Feedback

Just like email surveys, SMS surveys can be personalized and triggered automatically. To send Salesforce surveys email automatically, you can set survey triggers and add the respective survey link to the SMSs to be sent out. For example, if you want to trigger a survey after a customer talks to a customer service representative at your company, you can set the SMS feedback survey to be triggered right after the service rep offers a resolution and hangs up the call. In this case, the email would consist of a CES survey to let customers rate agent performance.

On-site Customer Feedback

You can use mobile, email, or kiosk surveys to collect customer feedback on physical locations such as retail stores, hotels, hospitals, education centers, etc. where customers interact directly with your staff and do business. This enables you to survey customers while they are on your premises, which can positively impact the response rate and feedback quality.

All you have to do is download the Zonka Feedback app on your mobile survey device and start collecting feedback on sites. A one-time integration, survey, and automation set-up are required after which you can survey customers and sync scores and responses back to Salesforce object fields or contacts. You can always go back and change your survey and feedback settings.

Website Feedback

There are approximately 2 billion digital buyers. And for most of your customers, your website may be the first and most important point of contact and business. So, to strengthen your Salesforce database, you can also sync back to Salesforce your customers’ feedback on website.

Here are the types of website surveys that you can use:

• Feedback Button: A static or dynamic button that opens up a survey inside a pop-up when clicked
• Slide-Out Survey: A side tab survey that slides out from the side tab without taking up the entire screen
• Popup Survey: Automatic popup surveys that trigger pre-specified events, for example, purchase, sign-up, subscription, etc.
• Embedded Survey: Survey embedded directly into the website to collect page-specific feedback, for example, feedback on blog posts, the order confirmation page, etc.
• Chatbot and Live Chat Survey – Sales surveys can be pinned to chatbots or sent manually in the live chat for measuring CES in intercom or other communication tools integrated with your website

In-App Feedback

Zonka Feedback is one of the most reliable in-product or in-app feedback tools that allow adding surveys to your mobile app at various touchpoints. The types of in-app surveys are the same as website survey types, and you can embed them into various pages or use the feedback widget.

For example, in a food delivery app, feedback can be collected post food delivery with a home delivery feedback survey to measure of the quality, the quantity of food, restaurant rating, delivery partner’s rating, agent rating in case of support required, and resolution feedback in self-service chatbots.

Similarly, in a healthcare mobile app that may allow booking consultations, viewing medical records, following up with a healthcare expert, etc., patients can share feedback on each feature as they use the mobile app. Let’s say a customer books a consultation; on the confirmation page, patients can simply rate their experience of booking consultations via the mobile app.

Similarly, they can access diet charts or medical records on the app and share with a thumbs-up thumbs-down survey if the information was helpful.

Software and SaaS Product Feedback

Salesforce surveys can be used to collect SaaS product feedback using product surveys. You can place your product customer satisfaction surveys alongside features that you wish to collect feedback on. For example, in Zonka Feedback, users can share feedback right on the page they are through a side tab survey or embedded survey.

Feature-specific surveys are placed on particular pages like the survey automation page where users can report errors. Similarly, surveys can be sent via chatbot or live chat feature in your SaaS product.

Offline Feedback

Offline customer feedback surveys are used to collect feedback in remote locations or locations where the internet is not available or the connectivity is poor. What this does is collect the feedback, store the survey responses in the survey device itself, and sync the feedback to your Salesforce database as soon as it is connected to the internet.

The benefit of this is that you can use Salesforce surveys even in remote locations like rural hospitals, schools, NGOs, etc. The survey form is automatically located for each participant to answer without the need for the internet.

chapter 6

Industry-Specific Use Cases of Salesforce Surveys

In this guide, we took an example of healthcare feedback to help you understand how you can make the most of Salesforce surveys at different touchpoints. Let’s understand how other industries can leverage Salesforce feedback forms.

Let’s read a little about the use of Salesforce surveys in industries that are avid Salesforce users.

Software and SaaS

Most Software and SaaS companies use Salesforce to store data. And Salesforce surveys using Zonka Feedback are just the perfect addition since the surveys can be added directly to the product.

For example, if you want feedback on a new feature, you can set a popup survey to be triggered every time the specified feature is used in a session by your users.

You can also get generic feedback on what your users would like to improve and even get suggestions to enhance your app, both in terms of design and functionality. Similarly, agent feedback can also be captured right within the product using live chat Salesforce surveys.

Websites and eCommerce

eCommerce brands or brands offering services via their website usually prefer Salesforce because of the easy and efficient storage and access of data. With Salesforce surveys on the website, capturing feedback on every aspect of the website is super easy and gives brands huge amounts of insightful data that they may not get simply by using Google analytics.

For example, if a certain page on your website has a high bounce rate, you can use Salesforce surveys to directly ask your visitors the reason for the same. This is done through an exit intent survey that pops up when the visitor is about to exit the website and prompts them to share why they chose to exit the page without making a transaction.

Salesforce surveys can contribute dramatically to your eCommerce brand or website success with other similar surveys like a cart abandonment survey, post-transaction survey, product page survey, etc.

Hospitality and Tourism

Hotels, restaurants, hostels, BnBs, etc. usually use Salesforce because of the high volumes of data that they store and access. Salesforce surveys using Zonka Feedback make complete sense when it comes to feedback collection since the feedback can be collected both online and offline. This means that feedback can be collected from guests on the property through mobile, tablet, and kiosk surveys. Similarly, guest feedback can also be collected on the website, via email or SMS, on your app, and on the guest portal,.

For example, in a restaurant, a QR code consisting of a survey link can be printed on menus, tent cards, bills, etc., so that guests can scan the code and instantly share feedback. Similarly, in the case of a hotel stay, Salesforce surveys can be triggered automatically via mobile or SMS as soon as a pre-specified event, like booking, check-in, restaurant dine-in, etc. takes place. And the feedback data from all different channels syncs seamlessly with the Salesforce database.

Talking about tourism, guest feedback can be collected on tourism websites or mobile apps. For example, if a traveler books flight tickets through a third-party booking app, they can share their feedback on the booking experience right within the mobile app. Similarly, an email or SMS survey can also be set to be triggered automatically as soon as a booking or specified action is performed on the app or portal.

Healthcare

You can use email, SMS, mobile, kiosk, website, and QR code surveys to capture healthcare feedback at different touchpoints. For example, you can send email surveys to capture post-consultation feedback or use on-site surveys to capture facility feedback like washroom feedback or cafeteria feedback.

Similarly, you can capture specific feedback like nurse rating, doctor rating, insurance support feedback, etc. through your patients’ preferred communication mode. Most importantly, you can automate surveys to be triggered based on where patients are in the customer journey and then sync feedback automatically back to Salesforce.

Education

In schools, colleges, universities, and other education centers, Salesforce surveys can be used for both on-site as well as email, SMS, and website feedback. Depending on the touchpoints you capture feedback at, you can get all-around feedback in terms of curriculum, course material, faculty performance, facility, etc.

For example, you can print a QR code with a survey link at various places across the campus. Students can scan the QR code and share feedback instantly anytime they experience something negative. You can read our detailed guide to QR code feedback to learn more about this survey method.

Similarly, particular feedback can be collected through automated email and SMS surveys on events like when a new curriculum roll-out, when a new faculty member is appointed, when the stud material is distributed, etc.

Airline or Airport Feedback

Airports and airlines can collect feedback using Salesforce surveys on different aspects, such as boarding, staff behavior, food quality, internet availability, etc. Feedback on all these aspects can be collected on the airport via stationary kiosk devices, mobiles or tablets. This helps capture insightful data from fresh experiences while the passengers are still on the premises.

You can also send passengers an email or SMS survey a couple of hours after the flight lands. In-flight feedback can be captured using offline surveys as well. And then, all the online and offline data can be mapped to Salesforce objects when the survey device connects back to the internet. 

Retail

In retail, feedback can be collected using Salesforce surveys to capture transaction-specific feedback as well as to conduct market research. For example, all the customers visiting a retail store can share feedback across parameters like staff’s helpfulness, availability of products, waiting time, etc. through QR codes at various touchpoints like the billing counter, exit gate, etc. After the transaction or purchase, they can share feedback on their purchase experience via an automated post-purchase email survey.

Similarly, Salesforce surveys in retail stores are super reliable for market research as well. Whether you wish to collect feedback on a mobile app, a website, or on the physical site of the business, you can survey your audiences or customers to learn their preferences and to understand whether a new feature or product would be a good market fit.

The intelligent reports with features like trend tracking, geo-location tagging, etc. enable you to make the right decision. For example, an apparel brand looking to add a children’s clothing line to its retail store may make a discovery that it is in demand in a store at a certain location but not at other locations. This can save the brand a significant amount of time, effort, and cost.

Facility Management

Various facilities like public locations, historical monuments, public washrooms, entertainment facilities, etc. require feedback from visitors in order to create structure and functionalities in the most efficient way. With Salesforce surveys, facility feedback can help improve visitor management, infrastructure, facility features, etc.

Offline surveys are very popular in this industry since several public facilities or private facilities (because of remote location) may not have access to the internet. Offline survey devices can temporarily store the feedback data on site and then allow syncing it back to Salesforce when the connectivity is back.

Another important thing to mention is the use of anonymous Salesforce surveys at the site since visitors usually do not prefer sharing their contact details. You can configure anonymous surveys on the preferred device for on-site feedback like a mobile, tablet, or kiosk device. Surveys would be completed on the site without the participants needing to share their phone numbers or email addresses, hence increasing the participation rate.

B2B

Most business-to-business product or service brands use Salesforce for data management and integrate survey tools with Salesforce for feedback collection and management. Let’s take the example of a car parts manufacturing brand. The parts manufacturer can collect feedback through automated email surveys configured to be triggered on events like shipment delivery, payment completion, sample usage, etc. Similarly, customer service and agent performance feedback can also be collected using Salesforce surveys.

Salesforce integration with Zonka Feedback takes feedback management notches higher since you can create custom reports to understand complaint trends, branch performance, the customer effort score, and much more.

Financial Services

Businesses offering financial services like accounting, audits, etc., or financial government bodies can use Salesforce surveys to collect feedback to improve facilities as well as operations. For example, on-site feedback in a bank can be collected using a mobile, tablet, kiosk device, or QR code. Inside net-banking apps or other financial service apps, users can share feedback on the app usage, design, functionality, as well as overall satisfaction with the financial service brand.