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What are the advantages of a CRM coupled with an emailing and questionnaire solution?

6/13/2022

Julie Nguyen

CRM, Marketing

title The use of a CRM is used to better know its customers. Having a 360° view of their habits and needs should make it possible to understand their expectations and respond to them more effectively. Sending emails remains a good way to inform your customer base about your dedicated solutions and your news. This remains a passive channel for the client. He reads and clicks on the links and cannot transmit his opinion or answer your questions.

Coupling an emailing to a questionnaire module makes it possible to create a two-way exchange. This questionnaire is other than a landing page, which usually asks for contact details. Here the contact is known and recognized. It can respond to a qualification, a market study, create an opportunity and effectively enrich your CRM.

Of course, if you choose a CRM solution, then another for emailing, a last for the questionnaire, the integrations will be long, tedious and the data copied in the 3 applications.

It is advisable to use a completely integrated solution which allows you to send your emailing from your CRM, to see all the interactions of the customer from this CRM, and to see all the questionnaires completed by this customer from the same solution.

AtemisCloud is a fully integrated solution that allows you to use the different modules from the same database. Questionnaire after questionnaire, you will cross the different answers of the customer and you will release a profile and precise expectations.

Pack CRM + Marketing Tools

A traditional emailing tool will give you the vertical statistics for this mailing (open rate, clicks, bounce back, file downloads, etc.). A CRM tool integrated into an emailing tool will allow you to have horizontal statistics, to understand which emailings have been opened by this client, what clicks has he made, what subjects interest him or not, so determine his profile and the next emailings to send him.

A traditional questionnaire tool will give you vertical statistics related to this questionnaire, without giving you a horizontal view of all the questionnaires answered by these same customers.

I remember a call campaign carried out by a large household appliance group. After analyzing the responses for the questionnaire dedicated to a fridge sale, all the responses were deleted and a new campaign was scheduled for an oven sale 6 months later. No capitalization had been carried out and even desired on the responses provided during this campaign by those responsible for this campaign. Ex: “I have just bought a fridge and I will be looking to buy an oven in a few months. Indeed they saw the unique interest of their "fridge" department, not that of the "oven" department and especially not that of the group.

The company could have capitalized on the responses provided by customers to the first questionnaire to improve sales for the second. There is no point in offering an oven when we know that the customer bought one 6 months before. Conversely, it is interesting to offer an oven to those who preferred to buy an oven more than a fridge on this date.

CRM is indeed a valid strategy for the company as a whole, and not department by department. Up sellings, cross sellings can be made within all departments. Stop at the baronies. It is crucial to share information among all departments to take advantage of synergies and avoid duplicating costs unnecessarily.

The CRM must therefore include the history of sending emailing activities, the contact's interactions for these emailings and the list of questionnaires he has completed with all the answers.

Here are 3 examples of using AtemisCloud 3 in 1 Pack for 3 different sectors:

Pharmaceutical group.

The objective was to launch a pharma product in a completely digital way to new doctors. It was necessary to create a database of prospects, to prepare emailings coupled with questionnaires, to quickly carry out a market study, to watch a video presentation of the drug and to fill out a form to receive a sample. After using the sample and collecting positive results, the doctor could order and prescribe the drug to his patients.

Training Group

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The objective was to collect the needs of online prospects with a simple questionnaire. To launch the campaign, it was necessary to create the content of an emailing with a button that points to the questionnaire. From the CRM, emailing is sent to inform prospects and allow them to respond to the questionnaire immediately. As soon as the responses are received, the CRM provides access to the questionnaires filled out directly and an alert is sent to a salesperson to contact the prospect concerned. In one click 5,000 emailings are sent. The opening rate of 45% and the response rate of 3%. The ROI is made to the first customer acquired.

Private hospital.

The objective was to contact all current customers to estimate their care needs, obtain their agreement to use a customer extranet and share their data online. The same logic, creation of the target from the CRM, creation of the questionnaire, then creation of the emailing pointing to the questionnaire. The preparation of the campaign takes a few days, the sending a few seconds and in a few hours 95% of the customers will open the emailing and the online questionnaire is completed at 45%.

Everything can be very fast and efficient. So you have to have the right strategy. As we often repeat to our clients, the success of a project comes 30% from the software, 30% from the training and support, and 40% from the strategy.
A CRM solution that includes marketing, emailing and questionnaire modules is an extremely effective weapon to make quick campaigns, win new customers and increase sales.

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