7 Ways to Level Up Your Customer Feedback Program

Customer surveys make a major statement about your brand. Here are 7 clever ways to turn your customer feedback program into an insight gold mine.


Jana Barrett

November 23, 2016

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Gone are the days of 30-question, mind-numbing surveys. Progressive companies have begun applying the same brand guidelines to their customer feedback program that they do to the rest of their messaging. They’ve recognized that, like email marketing, customer surveys make a major statement about their brand.

But beautiful, branded surveys are just the tip of the iceberg. Did you know you can personalize questions with the recipient’s details, or embed a customer satisfaction survey on your website?

Below we’ll cover 7 clever ways to turn your customer feedback program into an insight gold mine.

1. Embed the first survey question into an HTML email.

Email marketing is the most effective channel for awareness, conversion, and customer retention. That’s one of many reasons it’s the most popular survey distribution method today.

You’ve probably received survey links via email in the past, but there’s an even better way to boost survey response rates: embedding the first question into an email.

There are a couple reasons this feature works wonders:

  1. It minimizes the effort to respond. The recipient can answer the first question directly from their inbox.

  2. It’s more visually pleasing than a URL. You can customize the design to deliver an engaging looks that gets more clicks.

When the respondent clicks on an answer, the survey will launch in their browser, starting on question two.

customer feedback program - embedded HTML email survey

Learn more about embedding surveys in HTML emails.

2. Add a web survey to your site.

Email may not be the right channel for your online survey though. Maybe you’re trying to measure user experience on your blog or get feedback from web visitors. Web surveys are a highly effective way to gather input on the spot.

There are two ways to do them:

  1. Embed a survey on your web page: This option is pretty straightforward—just follow the instructions in the article to create your unique embed code, then add it to a web page or blog post. We use this method to include survey examples in our blog posts (like the one below) and on our site pages.

  2. Create a pop-up web survey: Under Distribute > Embed on your site you can design a customized, pop-up web survey. This is an awesome solution that can serve a variety of purposes. Many businesses use these web surveys with Salesforce to generate sales leads or provide web support.

3. Email surveys directly from the builder.

Email takes up about 28% of an employee’s time each day. If you’re sending survey links manually, that can tack on even more email time.

Instead, try sending surveys directly from the survey builder. Thanks to GetFeedback’s parent company, Campaign Monitor, you can email your surveys without leaving your account. Just click the Distribute > Send an email to get started.

customer feedback program - email survey from builder

Learn more about emailing surveys from GetFeedback.

4. Integrate surveys with Salesforce and create workflows.

With its more than 5 million users, Salesforce is an essential integration for any customer tool, but it’s particularly valuable to marry CRM data with customer feedback. When you map survey results to Salesforce, you can analyze feedback alongside customer records and automate follow-up actions.

Consider the most basic customer survey use case: the case closed customer satisfaction survey.

With Salesforce-aware surveys, the process would look like this:

  1. A customer contacts your customer service team. A case is created.

  2. The customer service team resolves the issue. The case is closed, and a CSAT survey is automatically triggered.

  3. The customer receives the survey and responds to the survey with a negative rating. Their response is mapped onto the customer record.

  4. That negative rating triggers an email alert, which tells the customer support manager to look into the issue.

This workflow is just the start. You can design sophisticated Salesforce workflows to account for nearly any situation. The bottom line: pairing customer surveys with Salesforce advances your customer feedback program, making it simple to take profound action.

customer feedback program - salesforce mapping

Learn more about customer experience surveys for Salesforce.

5. View survey results in real time.

Sharing survey results on the spot is a cool way to engage an audience. Try incorporating a survey into your next live presentation by sharing the unique survey link with and asking for audience feedback.

Next, load the summary report on-screen to watch their responses come in. You don’t even need to refresh your browser. The summary report will update and refresh automatically, displaying new results as they come in.

brand perception - survey summary report

Learn more about survey summary reports.

6. Create survey analytics dashboards.

When it comes time to analyze your results, you have a few options.

As seen above, summary reports deliver responses in a clear, digestible format. The Responses tab gives you raw response data; you can view individual respondents’ answers and export survey data from here.

But most recently, on GetFeedback Enterprise and GetFeedback for Salesforce, customers can create GetFeedback Analytics dashboards to view key results from multiple surveys in one place.

Design a dashboard for a team. Build one for a specific project or initiative. Or just create a personal dashboard to house your most important data.

Like the Summary and Responses tabs, your Analytics dashboards will update in real time. You can also apply filters to parse down results and hone in on specific answers or respondents.

customer feedback program - analytics dashboard

Learn more about survey analytics dashboards.

7. Personalize survey questions and answers.

Customer experience is the next frontier for business, and personalization is its hallmark. Consumers want a custom experience that speaks to their individual needs and preferences. It’s one reason personalized email campaigns rake in 6 times more sales.

Just like email campaigns, you can personalize surveys using merge fields—for example, the recipient’s name or the product they purchased. So, instead of How was your recent purchase? your question would look more like Hey Sarah, how is your new ultralight jacket?

You can take survey personalization further too. Survey logic lets you to customize the question flow based on respondents’ answers. (For example, if I say “Yes” to question 5, I’ll be skipped ahead to question 7.)

And survey piping gets even more granular; it personalizes question 2’s available answers based on the response to question 1. (For example, if I select “skiwear,” the next question could be Are you interested in receiving new skiwear promotions by email?)

These personalization features make the survey experience far more engaging. Plus, they up the integrity of your survey results by providing more context. Instead of vague questions, respondents are prompted with specific details that jog their memory and encourage sincere answers.

customer feedback program - survey logic


Customer feedback is important, and so is the way you ask for it. Your customer surveys should not only uphold your brand standards—they should make it simple to analyze and act on the data you collect.

These 7 features help you survey smarter and accomplish bigger goals. Through personalization, engaging survey design, and advanced integrations, your customer surveys can become results-drivers that kick your customer feedback program into overdrive.

If you’re interested in advancing your customer feedback program, let’s talk. Contact us for a demo.

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