Surveys

Receiving buyer and sales rep feedback through surveys is a cost-effective method to receive valuable win-loss data. This documentation provides insight into the steps to set up sequences for buyer, sales rep, and churn surveys, as well as, provide insight into best practices for your win-loss program.

This article contains the following sections: 

• Introduction to Surveys
• Interviews vs. Surveys
• Building Buyer Survey Email Sequences
• Building Sales Rep Survey Email Sequences
• Sending Buyer Survey Invitations
• Sending Buyer Invitations
• Churn??

Related Article: 

• Buyer Surveys

Introduction to Surveys

Buyer Surveys

Buyer surveys are the most cost-effective way to gather win-loss feedback from a broader audience. If you have a large pipeline or many smaller deals, incorporating buyer surveys into your win-loss program will help you track high-level trends and fully understand your pipeline.

Clozd’s Buyer Survey functionality allows buyers to communicate why you won or lost their business in a format that aligns with win-loss interview data. In the survey, the buyer will identify factors that drove their decision and write associated comments. The Clozd Platform recognizes these as Decision Drivers and Quotes the same as we track win-loss interviews. This allows you to analyze interviews and surveys side-by-side within the Clozd Platform.

Sales Rep Surveys

Sales Rep Surveys allow you to capture critical win-loss feedback from across your entire sales pipeline that will complement your win-loss data from buyer interviews.

Once you have a deal imported into the Clozd Platform that you want to receive sales rep feedback on, you can either reach out to the participant for an interview or fill out a survey. Clozd’s new Sales Rep Survey functionality lets your sales reps tell you why you won or lost business in a format that aligns with your Buyer Interview data. This means that you can analyze sales rep and buyer data side-by-side within the Clozd Platform.

Interviews vs. Surveys

To determine the right mix of interviews and surveys for your business, consider the makeup of your sales pipeline. Companies with large deal sizes, low deal volume, and/or complex transactions should rely more heavily on interviews. In contrast, companies with small deal sizes, high deal volume, and/or simpler transactions can rely more heavily on surveys. In these latter cases, surveys are more cost-effective, provide sufficient depth of insight, and enable broader pipeline coverage. If there are discrepancies between sales rep feedback and buyer feedback, prioritize buyer feedback. During the sales process, buyer perception is reality. If your solution excels in a certain area, but buyers don’t perceive it, then you will know there is still improvement to be made.

The following chart illustrates this general concept:

Building Buyer Survey Email Sequences

To send out buyer surveys, you will have to build a sequence. Sequences refer to the invitation emails we send. This includes the content of the emails, the timing of when they will be sent out, etc. Follow the steps below to create your custom email sequences.

1. Navigate to the Configurations tab on the left-hand side of the page. Select the Feedback Collection drop-down and select Sequences, also located on the left-hand side of the page. Once on this page, click + Create New located on the top right-hand side of the page.

2. Name the sequence with the appropriate name. Then, select the Feedback Type in the drop-down menu. In this case, select Buyer Surveys.

3. Select the Survey Type, either Win/ Loss or churn.

4. Then choose the corresponding Global Message Sequence. For example, if you selected Win/ Loss for the survey type, you would select Buyer Survey Win-Loss as the Global Message Sequence. This will populate a recommended template that you can adjust and customize as needed.

5. Fill out the Client and Sales Rep fields with the appropriate information.

6. Once you click Create Sequence you can customize the sequence. The populated template should do most of the work for you but there are a few customizations we recommend: 

• Upload your company logo to make the survey look more credible
• Select the "Require decision driver text response" checkbox to require that participants write at least 20 characters worth of feedback. If you leave this box unchecked, participants can select decision drivers and submit the survey without leaving any associated comments.

In addition to these recommended customizations, you can also edit other aspects of the sequence to meet your needs. For instance, you can edit the content of each email, add or remove emails from the sequence, and change the timing of the emails. For more best practice insight please see: (Link to best practice stuff)

When you are done, make sure you click Save and Close to avoid losing your changes. Once you are satisfied with the sequence, you can preview the survey or send a test email to yourself using the buttons highlighted below. 

Sending Buyer Survey Invitations

Once you have created the sequence, you can now choose who to send the survey to. Each batch of email invitations you send is referred to as a distribution. Follow these steps to send a buyer survey distribution:

1. Navigate to the Configurations tab and select Deals.

2. Select the deals you want to receive feedback on, click Request Feedback, then choose Buyer Survey. If you click "Request Feedback" without selecting any specific deals, the Clozd Platform will send to all deals that meet the filter criteria.

Tip: Instead of manually selecting each deal you want to invite, use filters to specify the segment you want to survey. The Quick Filters are found at the top-center of the page and the Custom Filters are found in the top right corner.

3. Name the distribution and then select the newly created sequence or any other previously made sequences.

4. The next module will show you how many participants will be included in the distribution. By default, any email addresses that were sent in the last month will be excluded but you can use the checkbox to override that default. Any participants that have opted out previously or have already given feedback will not be contacted again even if you check the "include participants that have been contacted in the past month" checkbox.

5. Select a date to send the first email.

6. Review the preview and click Send.

Questions?

If you have any additional questions, please reach out to support@clozd.com