121 CRM feature · Customer surveys

Ask focused questions that lead to a decision, not data collection for its own sake.

Collect structured feedback at an appropriate moment and turn it into accountable service improvement. The capability is described from official product evidence; its availability, configuration and any usage charges for a particular 121 account still need to be confirmed before reliance.

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Customer Thread

Customer surveys in a working customer journey

Illustrative example

Service completed
Survey offered
Response received
Owner reviews

Service completed
Jules attends the fictional workshop.
Survey offered
A short feedback link is sent once.
Response received
The score and comments are attached appropriately.
Human decision
Owner reviews
A service concern becomes a human-owned follow-up.

Illustrative workflow — names, organisations and activity are fictional.

Fictional product demonstration

See customer surveys in the context of real customer work.

This coded interface uses realistic fictional data to explain the operating pattern; it is not a screenshot of a live customer account.

121

Northstar Joinery

Fictional

See feedback and respond thoughtfully

OverviewRequestsReputationResponsesReporting

See feedback and respond thoughtfully

Bring feedback, response ownership and the request journey into one view.

Average rating

4.7

Illustrative only

New this month

Across example sources

Response due

Owned by Amina

Morgan Lee

Oakfield Homes

Responded

“Clear communication from the first visit to the final check.”

Priya Shah

Marlow Works

Response due

“The team kept us informed when the drawings changed.”

Jamie Clarke

Bramble Studio

New

“Thoughtful advice and a very tidy installation.”

Fair request policy: ask at an appropriate point, give every eligible customer the same route, and never hide negative feedback.

Illustrative 121 interfaceAll people, organisations, dates and activity are fictional. Any figures are illustrative. Controls demonstrate interaction patterns, not enabled account features.

How it helps

See how the feature supports the work.

Each part has a clear job. It becomes useful when it fits the way customers already move through the business and your team knows when to step in.

Capability 01

Surveys

Collects multi-step responses with supported logic, styling and submission analysis.

How it works: Publishes or collects information through a configured visitor-facing page, form or content experience.
Why use it: Gathers more detailed requirements while keeping answers tied to the customer journey.
Plan for: Generated or templated content is not automatically accurate, accessible, compliant or ready to publish.
Your team owns: A person must review content, test the journey and explicitly publish or change live assets.

Capability 02

Contacts

Stores a person or lead with contact details, activity, ownership and related records.

How it works: Stores or organises supported business data under configured fields, permissions and record rules.
Why use it: Gives a team one place to understand who a customer is and what has happened.
Plan for: The platform does not make imported, duplicated or incomplete data accurate without review.
Your team owns: A data owner must define the record model and resolve quality, ownership and access exceptions.

Capability 03

Triggers

Starts a workflow after configured contact, event, appointment, opportunity, course or other supported activity.

How it works: Runs an ordered sequence only after its configured trigger and conditions are met.
Why use it: Lets follow-up begin from a business event instead of waiting for someone to remember.
Plan for: Automation follows its configuration; it cannot repair poor data, unclear rules or an unavailable external service.
Your team owns: A process owner must approve, test, monitor and pause or correct faulty automation.

Capability 04

Custom fields

Adds structured fields to supported record types so a business can capture information it actually needs.

How it works: Stores or organises supported business data under configured fields, permissions and record rules.
Why use it: Replaces important notes and spreadsheet columns with searchable, reusable data.
Plan for: The platform does not make imported, duplicated or incomplete data accurate without review.
Your team owns: A data owner must define the record model and resolve quality, ownership and access exceptions.

Use it with purpose

What good customer surveys looks like

A fictional training provider asks three post-course questions and routes low satisfaction responses to a named service owner. The useful outcome is a record that another person can understand and continue, not simply another automated event.

Choose a decision

Start with what the team will review or change because of the answer.

Keep questions proportionate

Ask only what is useful and explain how responses will be handled.

Close the loop

Review trends and individual concerns without treating a score as the whole story.

Configuration decisions

Decide the operating rules before switching customer surveys on

A credible setup begins with ownership, eligibility and exception decisions. Those choices should be written in plain English and tested with realistic fictional data.

Set audience and timing

Decide who should be asked, once, and at which point in the customer journey.

Plan data handling

Define whether responses identify the person and who may view sensitive free text.

Human review point

Agree escalation

Create a human route for complaints, safeguarding or urgent feedback.

From configuration to daily use

Keep the rule, the owner and the exception visible

The second view shows how the capability connects to work a person can review and continue.

121 CRM · Workflow sequence

Enquiry received

Capture source and customer

Acknowledgement

Set a clear response expectation

Human review

Check fit, consent and exceptions

Owner assigned

Name the person responsible

Follow-up due

Remind the owner, not the customer blindly

Illustrative exampleA conceptual workflow. Triggers, messages, delays and exceptions need configuration and testing.

Practical example

Follow one example from signal to next action

A fictional training provider asks three post-course questions and routes low satisfaction responses to a named service owner. The example shows the role of the CRM while keeping the consequential decision with a person.

Service completed

Jules attends the fictional workshop.

Survey offered

A short feedback link is sent once.

Human judgement

Response received

The score and comments are attached appropriately.

Owner reviews

A service concern becomes a human-owned follow-up.

Boundaries and checks

Plan for the limits of customer surveys

Product capability is only one part of a dependable process. Data quality, provider configuration, consent, permissions and staff cover still matter.

Data and context

Response rates and samples may not represent every customer.

Account and provider setup

A numeric score does not explain the reason without context.

Keep a person accountable

Human responsibility

Survey use must respect privacy, consent and retention decisions.

Questions about this page

Useful answers, without the sales fog.

1. Is customer surveys confirmed as included in every 121 CRM account?

No. The underlying capability is evidenced in official product documentation, but 121 plan entitlement, sub-account configuration, connected providers and usage charges have not been assumed. Confirm the intended setup before relying on it.

2. What should we decide before configuring customer surveys?

Start with three decisions: set audience and timing, plan data handling, agree escalation. Then test ordinary, missing-data and exception cases with fictional records.

3. What is a practical way to measure whether customer surveys is helping?

Measure whether the intended customer work becomes visible and owned. For this page, review choose a decision, keep questions proportionate, close the loop rather than treating clicks, sends or record counts as proof of business value.

4. Can customer surveys be fully automated?

No. Survey use must respect privacy, consent and retention decisions. Automation can coordinate repeatable steps, while people remain responsible for judgement, exceptions, consent and correcting the record.

Read all CRM questions

Continue the journey

Reviews and reputation Quizzes and qualification Review request

Delegate the work. Keep the human.

Ready to organise the customer journey?

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