Tracking Customer Satisfaction with Market + Sell

No matter what type of business you’re in, success ultimately comes down to your relationship with your customers. Customer satisfaction drives both sustained and increased revenue. Without it, your business will eventually fail.

Most organizations have specific customer satisfaction goals, but some may struggle to track customer satisfaction. How does your team measure this in the following areas?

  • Organization as a whole
  • Specific products or services
  • Departmental functions and processes (e.g., support, implementation)

By using the power of the SugarCRM platform, organizations can easily track customer satisfaction across a wide range of areas and use cases. Here are a few examples of how you can measure how your customers feel about your product, company, or specific department functions.

Keep Track of Customers in Real-Time with the SugarCRM Timeline Feature

By taking advantage of SugarCRM’s Timeline feature, which integrates data across the entire customer journey, sellers can get a good idea about how much (or how little) a prospect has been engaging with your brand and what content is most interesting to them. See marketing events like emails, form fills, meetings, and more in one easy-to-access spot in Sugar Sell. Then, engage with prospects based on what you’ve learned by integrating tailored messaging into your sales and marketing strategy.

Engage Customers with In-Platform Survey Capabilities

Did you know that you can create and send surveys directly in Sugar Market? For example, you could send existing customers surveys to determine how they would rate your onboarding and implementation processes, push out product feedback surveys to customers, and reach out to prospects to find out what kind of information they’re most interested in.

Gather this data through the in-platform Market survey tool, then use workflows to assign sales team members follow-up actions in Sell. Perhaps you see that one of your customers has rated you a 10/10 for an onboarding survey that you sent out via Market. You could then create a “next best action” task in Sell for sales or account management to reach out to the customer, thank them for their rating, and ask them if they would be interested in providing a testimonial quote or participating in a case study over the next few months. This way you not only get valuable customer feedback—you can put it to beneficial use, too.

Create Raving Fans

There are many other ways to take advantage of confirmed customer satisfaction using Market and Sell. For example, once you’ve gauged customer satisfaction with surveys, automation, and tracking, you can create email or social campaigns aimed at satisfied customers and encourage them to review and share the business on 3rd party rating sites. Or you could simply encourage happy customers to participate more in your organization’s online community in the same way you’re currently interacting in SugarClub!

However you choose to measure customer satisfaction, pairing Market and Sell can help you meet your goals. Add Sugar Serve to the mix and bring in valuable customer service team data for an even more robust view of customer satisfaction.

  • Great article! 

    I am curious about creating surveys in Market: I know the form builder is very easy to use, but AFAIK any submission is stored on a lead or contact, so every time a contact submits a survey response, this will overwrite the score for instance. Or am I missing something? 

    Damien Pochon

    CRM & Digital consultant @ ITS4U Group

  • Hi ,

    You're definitely right, our form builder is incredibly easy to use. Sunglasses

    There's a lot of options for form submissions on how it's stored. For each question you may choose to map it to a Contact or Lead field and furthermore you may choose if you would like to overwrite the value entered in on the form to that submitters Contact/Lead record.

    In addition, all form submissions are captured within a historical table linked to that Form called Individual Form Results. This is regardless if you decide to map the questions to the Contact/Lead or overwrite. So you will always have the data that was entered in and submitted on the form.

    What we typically see is for some basic/core information like Name, Address, Email, and a few custom fields that clients choose to map those to the Contact/Lead. However, for longer or more 'survey' oriented questions our clients typically do not map those to a Contact/Lead field since it's individualized to that particular form's goal and not necessary to store unneeded data directly on the Contact or Lead table. This is especially true when you have several forms, it's best to keep those types of questions stored only within the form.

    From there, you can report on that data via the Individual Form Results link mentioned above or you can view not only view that in the records Market Journey but also within SugarCRM via the Journey Iframe, or even push it up into one of our custom modules (Landing Page Module) that's related to the contact and view it in SugarCRM. The Timeline Dashlet is a good place to also view it in SugarCRM.

    So you have a lot of flexibility to store or not store the data directly on a Contact or Lead, but will still have access to the data in varies ways however you decide to set it up.

    I hope this helps answer your question!


    Michael North

    Sr. Manager, Technical Support

  • I am finally getting a chance to read through this as it is a very interesting topic for me.

    I have a couple of questions

    • Is the Timeline feature only available as a dashlet?
    • Is the Timeline any different than wActivities/wHistory? We use that now and it is a little easier to use in a subpanel, plus it allows very rich searching of history.
  • Hi, John- yes, Timeline is only available as a dashlet. I see there is a great post about it here with more info for you: It's different than wActivities in that it can (when using both Sel//Enterprise and Sugar Market) bring in additional marketing activities outside of meetings, emails, calls, such as landing page clicks, social media information, and more. Hope this helps! 

  • I am probably missing something, but if you track/archive emails (who doesn't?), it gets really, really crowded. Especially if they are long emails. If there was a way to collapse things to only see each activity as one line, and expand it if I want to, sort of like the preview (eyeball) in subpanels, it would be more useful/easier to use.

  • Thank you for your feedback, John. We are looking to improve the look and feel of this buyer journey tracking (Timeline and other places) as a part of our future roadmap, so it's good to hear what's important to you. Tagging    for visibility here, as well. 

  • Hi John- that is interesting feedback  - 

    Also - just in the event you didn't notice - you can Filter the timeline & exclude email if that helps.

    in the Upper Left of the timeline view there is a down arrow called (Related)

    Notice it is set to (ALL) by default - Hope that helps a bit for now

    Erik Tavenner

    Sr. Solutions Consultant

  • Thank you. I saw that, but to see the real 360, it is nice to see everything. This is why wHistory is so useful.

    Not only can I see a complete history (I am not sure what Timeline has that wHistory doesn't), but I can quickly search through History, and if I need to view an item in more detail, I simply click on the eyeball.

    Since this came from wSystems, like , maybe he has some better insight into how one is better than the other.

    For now, History is much better for us, especially since it is a subpanel, and has the search capability.

  • We are looking into doing a Customer Satisfaction Survey as a benchmark in combination with Sugar Sell. One of the key requirements is to have the results/score on an Account/Contact level visible in Sugar Sell. 

    Is that possible? How would that look? 

    What are the options for conducting the survey if you only have SugarSell?