How to Manage Multiple Surveys with Salesforce

There are two main ways to approach managing multiple surveys within Salesforce, and we’ll look at specific use cases that illustrate each one.


Kimberly Powell

April 26, 2016

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If you’re using GetFeedback to integrate your survey data with Salesforce, you may have at one time or another asked yourself, “What happens if I’m running multiple surveys at one time?”

There are two main ways to approach managing multiple surveys within Salesforce, and we’ll look at specific use cases that illustrate how simple it is to keep your data organized and easily accessible.

We talked before about why it’s so important for your feedback data to live in your CRM–and now you’ll see what this looks like in action.

Managing Multiple Surveys with Salesforce

Before we look at the three approaches to managing survey data, we need to understand why being organized is so crucial within Salesforce.

If you’re already a user, you know that Salesforce has many different objects, records, and fields–and the data stored within it can build quickly. In order to properly manage all of that data (like customer information, lead funneling, survey data, etc.) you need to stay organized and keep the information user-friendly.

Rather than dumping in all kinds of different info into the mix that muddies up your customer data, you need to focus on making it easy for users to quickly access and report on the data they need.

So how do you stay organized? Custom objects are your best friend. Use them, and you’ll avoid having a mixed up jumble of data floating around in places it shouldn’t be. They’ll make it easy to keep your standard objects clear of unnecessary fields, and it will give you a go-to spot to view all of your survey data.

Bonus: There is no limit on the number of custom objects you can create in Salesforce.

Manage multiple related surveys

The first way you can organize survey data is by grouping related surveys under a single custom object. Custom objects allow you to share information that’s unique to your organization and are defined as either an Enterprise Application object or a Light Application object, depending on your Salesforce account.

These will typically be surveys that you will send frequently with different variations, so you should give your custom object a name that is reflective of this like customer satisfaction surveys, or NPS® surveys. The fields on your custom object will basically be universally applicable to all the present and future versions of this survey you plan to send out. NPS, for example, might have a set of fields like Contact Name, Survey Name, NPS, Notes. By including a Survey Name field, you can easily group batches of surveys together. You would want to do this is you send an NPS every month, or to a specific group of customers, like enterprise vs SMB.

As your results come in, you can quickly and easily run a Salesforce report to discover trends and changes over time. This makes it very simple to report key findings back to your team.

So, for example: If you were conducting multiple NPS surveys at one time, feeding this data into your custom object in Salesforce would allow you to study the results collected for each survey individually, track the trends over time from, or view the roll-up of all NPS surveys.

Manage multiple unrelated surveys

The second way you can manage survey data in Salesforce is to separate unrelated survey data into two or three different custom objects. In doing this, you’ll be able to keep your data more organized, and it will be much easier to generate reports that are unclouded by a mix of unnecessary fields and unrelated survey data.

For example: Say you have multiple surveys that aren’t related–one for customer satisfaction, and one for internal HR (think employee satisfaction surveys.) Since the data here is completely unrelated and could also possibly be sensitive, you would want to create two different custom objects that the survey data feeds into in Salesforce. One object would be for your CSAT survey, and one would be for your HR survey. Each would have its own set of specific fields, and GetFeedback would map the corresponding survey into each customer object accordingly.

You can also use Salesforce’s native permission capabilities to restrict access to one or more of the custom objects if they contain sensitive information, or are not relevant to all users. This keeps your data safe, and your user experience clean of unnecessary information.

Then, when you need to report on your survey data, you can easily create the right report to display only the data you need.

Manage multiple surveys by department

The last option is to manage your surveys by functional department, where each department (HR, Marketing, Customer Success, Support, etc) has their own custom object for surveys. Each object would have a set of standard fields like Contact Name, Survey Name, and Notes, but would have a lot of different sections for the various questions included in the multiple surveys the department runs.If you can stay organized, and use a lot of open-ended questions (which can be mapped to the Notes field), you will be fine. The problem with this method comes when you ask a lot of different questions and create question sprawl.

When this happens, the object becomes inundated with fields making it hard to quickly view and understand what is going on due to lots of scrolling and having to hunt for the information you are looking. It also can make reporting difficult, for the same reasons: having to know all the field names, and find them in your reports. So just be careful.

This is actually a great way to organize your survey objects if you can stay organized and concise. And remember, if you do have a long form survey you send out, like a ‘State of the Customer’ or something that would require a lot of fields, you can always create a custom object specifically for that survey and keep those responses separate from your department’s custom objects.

Reporting on surveys

For each custom object you make, you will also need to create a corresponding custom report type. This allows Salesforce native reporting capabilities to access the object and the data you are mapping in from your survey.

It’s best to create the custom report type after you have added all the fields to your custom object. If you add fields to your object after the custom report type is created, you will need to go back into your custom report type and add the new fields.


You can use any or all of these methods to ensure all of your survey data stays organized in Salesforce and is easy to report on for your team. The key is to be strategic. Always ask yourself if you really need that additional field or custom object, or if it would be possible to use one that already exists. Adding additional fields and objects to Salesforce is always the easiest short-term solution to the problem of, “where do I put my data?”. But these decisions add up over time and become very problematic and hard to undo. So be critical of what you are adding, and really try to evaluate if you need to make the additions.

Staying organization and strategic about how your survey data maps into Salesforce is the key to making your data as valuable and easy to use as possible. If you are successful, your organization will truly see the value of the feedback you’re receiving and it will quickly become a core element in how to manage and report on your customer, employee and partner relationships.

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