Survey startup GetFeedback rolls out platform upgrades

Co-founded by a former Salesforce executive, GetFeedback attempts to one-up the competition with its CRM-like focus and a bevy of customization features.

The online and mobile survey platform released Wednesday the next generation of its CRM-focused survey product.

GetFeedback's claim to fame is the ultra-visual and highly customizable interface that Kraig Swensrud, former Salesforce CMO and founder of GetFeedback, said makes the platform seem like "night and day" in comparison to the throng of online survey products on the market — including legacy systems and the ubiquitous SurveyMonkey. The platform is designed and optimized for the mobile consumer, with the goal of simplifying mobile survey taking. 

"We take our CRM background and show that surveys are a critical piece of the customer strategy," Swensrud said in a recent interview. "What we've done is really taken a lot of time to deliver very advanced customization and personalization. Literally companies can do anything within this framework." 

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The San Francisco startup exited its beta test last December with an array of customers including Facebook, LinkedIn and Amazon, and with Wednesday's news adds ESPN and to the already lengthy list.

Key upgrades of the new version include custom integration with Salesforce that allows for survey responses to be saved directly into the cloud giant's CRM, with the option to create new records in both production and sandbox instances of Salesforce. 

The "custom" theme just continues from there. Title pages, URLs, API integration and languages are among the list of new features that can be tailored to and by the business using the survey platform.

Accoring to Swensrud, the new GetFeeback "takes the capabilities in enterprise software and brings those to the world of online surveys — one that classically was never personalized or branded or fun."

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