How do you create a feedback loop between your CRM and marketing teams?

1 Define your feedback goals

Before you start collecting and sharing feedback, you need to have a clear idea of what you want to achieve with it. What are the main pain points, challenges, or opportunities that you want to address with feedback? How will you measure the impact of feedback on your customer retention metrics? How will you prioritize and act on feedback? Having a feedback strategy will help you align your CRM and marketing teams around common objectives and expectations.

2 Choose your feedback channels

There are many ways to gather feedback from your customers, such as surveys, reviews, testimonials, social media, support tickets, or interviews. You need to choose the channels that suit your feedback goals, your customer segments, and your resources. You also need to balance the frequency and timing of your feedback requests, so that you don't overwhelm or annoy your customers. Make sure you ask relevant and specific questions that elicit actionable insights.

3 Integrate your feedback tools

Once you have your feedback channels, you need to integrate them with your CRM and marketing tools, so that you can store, analyze, and share feedback data easily. For example, you can use Zapier, Integromat, or other automation platforms to connect your survey tool with your CRM, or your review platform with your email marketing software. This way, you can create workflows that trigger actions based on feedback, such as sending a thank-you email, creating a follow-up task, or segmenting a contact.

4 Communicate your feedback insights

The next step is to communicate your feedback insights to your CRM and marketing teams, as well as other stakeholders in your organization. You can use dashboards, reports, newsletters, or meetings to share feedback trends, patterns, and themes, as well as customer stories, quotes, and ratings. You can also use feedback to create personas, journey maps, or value propositions that reflect your customers' needs and preferences. The goal is to make feedback visible and accessible, so that everyone can learn from it and act on it.

5 Test and optimize your feedback loop

Finally, you need to test and optimize your feedback loop to make sure it's working well and delivering value. You can use A/B testing, experiments, or pilot projects to try out different feedback methods, channels, or questions, and see how they affect your customer retention outcomes. You can also ask for feedback on your feedback process, and see how your customers feel about it. You should monitor and measure your feedback loop performance regularly, and make adjustments as needed.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?