Maximizing Customer Surveys on Shopify for CRM & Advertising — The StoreHero Approach to Customer Survey Utilization

Customer understanding is essential for sustained growth. In this article, we explain how to implement customer surveys on Shopify and how to combine customer survey data with CRM and advertising strategies.

Key Apps for Collecting Customer Surveys on Shopify

Here we introduce survey apps available on the Shopify App Store. While there are many survey apps to choose from, we highlight the ones with standout features.

Grapevine Post Purchase Survey

One of its most notable features is native support for Shopify POS as well as e-commerce sites, enabling survey collection at physical retail locations (App Store).

Lantern

This app can be used as a survey tool, but it also enables product recommendation quizzes. It integrates with Klaviyo to send product recommendations via email (App Store).

Fairing Post Purchase Surveys

This app focuses on running surveys on post-purchase thank-you pages and order status pages. It offers high functionality, including the ability to display different surveys based on various conditions and integrations with Klaviyo, Google Sheets, Shopify Flow, Elevar, Triple Whale, and more (App Store).

PersonalizeHero

This app enables surveys and quizzes directly on your Shopify storefront. Since it is free, it is easy to get started (App Store).

Using Customer Survey Data for CRM

By integrating insights gathered from customer surveys with your CRM system, you can deepen customer relationships and improve LTV (lifetime value) as well as CRM-driven revenue.

Understanding Insights

Combine data such as interests, demographic information, and purchase motivations obtained from customer surveys with data on purchased products and LTV to uncover actionable insights.

Identifying segments with different purchased products or LTV makes it easier to develop action plans. For example, if you find that repeat-purchased products differ by age group or reason for purchase, you can reflect this in your CRM scenarios.

Implementing Scenario Emails and Segment Emails

Once you have designed your scenarios based on insights from surveys, use a CRM app such as Klaviyo to implement those scenarios.

At StoreHero, we reflect popular products by customer segment into Klaviyo product feeds and customer custom properties, enabling efficient delivery of personalized emails.

For recurring segment emails sent monthly or weekly, we create templates for each customer segment to enable automated operations. Products and content within emails are implemented to update dynamically using feeds and custom properties.

Using Customer Survey Data for Advertising

We explain how insights derived from customer surveys can sharpen advertising strategy and help improve return on ad spend.

Clarifying Target Audiences and Improving Creatives

Survey responses to questions such as "Where did you first hear about this product/brand?" and "What was your reason for purchasing?" can be used to identify effective marketing channels and improve ad creatives.

When product purchase tendencies differ based on purchase motivation or discovery channel, ads themselves are also differentiated accordingly. If using product feeds, classify Google Ads listing groups and Meta ads product sets using custom labels and similar tools.

Audiences

Customer segments built from survey data can also be used as audiences for platforms such as Google Ads and Meta Ads.

When purchased products differ based on purchase motivation, age, gender, and other factors, create customer segments in Shopify or Klaviyo and sync them with Google, Meta, and TikTok ads to improve targeting precision.

Partnership Ads

If customer surveys reveal that specific social media accounts (influencers, ambassadors, store staff, etc.) are mentioned as discovery channels, consider leveraging Meta's Partnership Ads, YouTube channel targeting in Google Ads, and follower targeting on X.

For Meta, a Creator Marketplace is provided to help find advertising partners. You can search for creators, manage lists, and contact them directly — a very convenient feature.

When targeting the followers of specific social media accounts through advertising, it is effective to implement ambassador/influencer introduction pages or staff coordinate pages on your site. This content helps visitors who arrive via ads engage with the brand naturally and consider purchasing.

Summary

In this article, we explained how to maximize the use of customer surveys in your Shopify store — gathering customer insights from both your e-commerce site and Shopify POS — to drive business growth.

The Shopify App Store offers a diverse range of tools, including apps that support survey collection for both e-commerce and POS, apps specialized in product recommendations, and apps with strong integrations with other marketing tools. By utilizing these apps appropriately, you can efficiently and comprehensively collect customer feedback from multiple angles.

The customer survey data you collect enhances targeting precision and messaging accuracy in both CRM and advertising, ultimately improving the return on investment of your channel operations. Leverage customer surveys, place the voice of your customers at the center of your business, and establish sustainable growth and competitive advantage for your Shopify store.