Comparing CRM Integrated Surveys: #1 Click Dimensions


If you are planning to run customer surveys and have these results reported in CRM this series of posts is just for you!

There are many survey tools available, and the past year or so has seen the emergence of several that integrate with Microsoft Dynamics.

In this series we will look at 3 options and compare their capabilities.

Later we will cover dotmailer and Voice of the Customer surveys but in this initial post we'll start with a look at Click Dimensions.

Before we dive in, let's consider why an CRM integrated survey is so important.

All survey tools include reporting to understand satisfaction levels, perceptions and views of clients. 

But how valuable is this data if it sits in a silo disconnected from your customer management system? 

And, how much time is wasted if you have to export CRM data to a spread-sheet?

By plugging survey data into CRM, organisations are better informed and more responsive.

Here are just a few examples to demonstrate the possibilities that this integration offers:

  • Empowering account managers and service teams with survey and relationship detail in one interface.
  • Enriching CRM with more data enabling more personalised customer messages.
  • Triggering timely, automated CRM actions based on survey outcomes.
  • Gathering feedback at key moments in the client lifecycle. For example, trigger a survey upon ordering, or on resolving a service case.
  • Combining survey and other relationship detail with Power BI reporting to discover new insights.
  • Grading the health of each relationship using survey and other customer data.

Click Dimensions

For many years, Click Dimensions has led the way in providing integrated surveys for Microsoft Dynamics.

Aside from its entry level 'Base' subscription, all its main plans include survey capabilities. 

Surveys are available alongside Click Dimensions other features including email marketing and web forms.

With Click Dimensions deployed, Survey Forms and Posted Surveys are immediately accessible within the Dynamics user interface.

As a result, the process for designing, distributing and reporting surveys is done entirely in Dynamics.

Question Types

Numerous questions are available. These include star ratings, tick boxes, radio buttons as well as text fields. 

With Click Dimensions, questions are defined separately from an individual survey campaign. As a result, once you've created a question it can be easily applied to many forms.

Although there is a good choice of question types, at the time of writing there isn't a question type for happy / sad face smiley questions. 

Of course, appropriate images for Happy and Sad faces can still be added to an email and clicking these directs people to a positive or negative survey form.

One of the question types is star rating. This grades responses from 1-10 but there isn't any option to base this on a smaller banding of say 1-5. Also, the star graphics cannot be customised at the current time.


Skip Logic

Rather than respondents all having the same experience Click Dimension can adapt surveys based on the answers given.

Using skip / branching logic forms can route people down a path with questions that reflect their answers by skipping to specific pages and questions.

Survey Designer

Drag and drop tools enable each page and question order to be easily defined.

Once the questions have been set these just need to dropped into the form by choosing which question should appear in the survey.

The result is an intuitive interface to create surveys forms across single or multiple pages. 


Survey Automation

One of my favourite features of Click Dimensions is its survey automation options.

Immediately when a survey form is posted a series of automated processes can be carried out.

By doing this it removes manual intervention and enables organisations to be increasingly responsive.

This can include sending the client an auto-responder using a Click Dimension email. Another option is to add contacts to a marketing list in Dynamics (see below).

More examples include, scheduling an activity, creating campaign responses or sending an internal email notification.


Publishing Surveys

Forms can be published as Click Dimensions landing pages.

These unique URLs are used in emails and web pages to direct people to the relevant survey.

As well as formatting the appropriate questions these pages also need to be customised to reflect individual company branding.

A popular alternative is to embed the survey form within an organisation's website. This can be done as an IFRAME or Widget where the code is pasted in the appropriate page.

As a result, this shows the form within the branding of a corporate site. Extended branding control is available by applying CSS to keep survey typefaces, fonts and colours consistent.

Distributing Surveys

The best method to distribute a survey is using a Click Dimensions email template.

These can be sent at a scheduled time making this ideal for bulk surveys which also enables options to split test elements of the message.

Individual survey invitations can also be manually sent from contact records as a quick send.

Another option is to send a Click Dimension email containing survey invitations as part of an event driven CRM workflow. For example, this could be triggered when a Dynamics service case is closed.

Alternatively, email invitations can be sent through another means such as Outlook that include a link to the survey URL.

Survey Results

By default, Survey Results associate with an existing Lead or Contact record in Dynamics based on the email address entered. A new Lead/Contact record is only created when the email address submitted does not already exist in Dynamics CRM. 

When emails are distributed using a Click Dimension template these are associated with a lead / contact so the email address will be pre-populated on these survey forms.

Each survey response is shown as a posted survey. Each response can be seen in a listed as survey answer in Dynamics. Using standard functionality this can be filtered using an advanced find to show responses to a specific question. 

CRM charts can be added to visualise the survey results but for more detailed analysis and perhaps trend movements and comparisons to earlier survey added insights this data can also be viewed in Power BI.


Visit Click Dimensions for more detail about how to create Survey Forms.

Conclusion

Click Dimensions is a proven tool enabling marketing and other teams to very easily create surveys without requiring any technical assistance.

Native integration with Microsoft Dynamics and an intuitive interface means that surveys can be quickly distributed. With the responses immediately captured in CRM, next best actions can be swiftly applied.  

As noted above, some of the question types and survey controls are somewhat basic and a smiley face grading would be a welcome addition.

As part of the Click Dimension suite of marketing automation features this is a highly competitive option for organisations that require email marketing, marketing automation and survey capabilities as part of a single subscription service.

In the next post in this series we look at the CRM integrated survey capabilities of dotmailer.