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Import Customer Feedback into Your CRM

Working with customer feedback isn’t just about collecting data — it’s about turning that data into action. In Brilliant’s platform, you gain smart insights, clear dashboards, and an action tool that supports Close-the-loop processes, helping you understand and systematically follow up on customer feedback. But we also know that the value grows even further when these insights become part of the bigger picture in your CRM system — where all customer data comes together.

In this article, we’ll walk you through how you can import feedback data into your CRM.

Export from Brilliant – The First Step

Before importing data into your CRM, you first need to export it from Brilliant.
Within the platform, you can download raw data for each respondent — including answers, scores, demographic variables, or other attributes collected in your survey. This file can be opened and prepared in Excel or similar tools before import.

How Manual Import to a CRM Works

Most CRM systems — such as HubSpot, Dynamics, and Salesforce — allow you to import data via CSV or Excel files. Here’s how it typically works:

  1. Export the data from Brilliant.

  2. Review the file and make sure that the column headers (field names) match the fields in your CRM (e.g., customer ID, email address, survey score, comments).

  3. Adjust the file as needed (rename headers, merge columns, or create calculated fields).

  4. Upload the file into your CRM: use the import tool and map the columns to the correct fields.

  5. Verify that the import worked correctly — it’s often best to test with a small batch first.

This approach is especially valuable when you want to integrate feedback data into campaigns, segmentation, or dashboards within your CRM.

Automation – API and Future Integrations

Manual imports work well when you’re dealing with less frequent surveys, such as relationship surveys, or when flexibility is important.
As we prepare our platform for more frequent survey types, we are developing an API that will enable data to flow automatically from Brilliant to your CRM — in real time or at regular intervals. Once the API is available, you will be able to:

  • Create real-time integrations with HubSpot, Salesforce, or other CRM platforms

  • Minimize manual work and reduce the risk of formatting errors

  • Automatically enrich your CRM data with the latest customer feedback

Recommendations for Getting the Most Out of Feedback in Your CRM

To ensure your feedback data truly drives business value, we recommend that you:

  • Link feedback to specific customer contacts, accounts, or opportunities

  • Use feedback as a trigger for automated workflows (e.g., send follow-up emails or create cases)

  • Segment customers based on their responses and combine with CRM data (e.g., buying patterns, customer value)

  • Build dashboards and reports in your CRM that track customer feedback trends over time

  • Follow up and adjust processes based on insights — feedback is only valuable if you act on it

By doing this, your customers’ voices become more than just data points — they become an integrated part of your daily customer work and decision-making.