Every touchpoint, one platform
Transactional and relationship surveys across email, SMS, web and phone — triggered by the events that matter, with sentiment and topics applied as responses land.
Trusted where customer outcomes matter
CustomerSure vs Salesforce
Salesforce can collect survey responses inside the CRM. That is useful if your goal is to attach a score to a contact, case or account. But a Voice of the Customer programme has a bigger job: finding themes, routing issues, closing the loop and proving what changed. The real decision is where Salesforce should stay the system of record, and where a dedicated VoC layer should do the feedback work alongside it.
Survey responses can map straight onto records you already hold, alongside your customer, case and account history. The real question is whether your feedback programme should become another Salesforce build. Once feedback spans multiple teams, services or regions, you need it routed to the right people, themes visible across the organisation, and board-ready evidence of what changed, without every survey, report and workflow becoming an admin ticket.
Where Salesforce surveys are strong, where they start to strain, and what a dedicated VoC layer adds on top.
| CustomerSure | Salesforce | |
|---|---|---|
| Best for | Teams who want feedback that drives action | Organisations that want feedback held natively in Salesforce, and have the admin capacity to build around it |
| What it is | A dedicated Voice-of-the-Customer platform, with expertise included | Survey tooling added onto a CRM (Platform Surveys / Feedback Management) |
| Pricing to scale | Predictable £2,000-£7,500 per month, expertise included | Can move into enterprise-style pricing as usage and capability needs grow |
| Sentiment & text analytics | Built in — every comment tagged for sentiment and topic | Depends on Salesforce licensing, add-ons and configuration |
| Closing the loop / service recovery | A workflow to route, own, respond and evidence — by design | Build-your-own with flows, plus admin time to run it |
| Implementation | Most clients live in 4-8 weeks | Admin/developer- or services-led configuration |
| VoC expertise | Direct access to specialists who review surveys and lift response rates | Your own admins, or paid implementation partners |
| Works with Salesforce | Yes — bidirectional sync keeps a single customer view in Salesforce | Native, but you own the build and the upkeep |
| Who maintains it | We do — maintained by the team that builds the platform, changes included | Your admins or developers, or paid partners — you own the build forever |
| Feedback in one place | Surveys, complaints and contact-centre feedback unified and analysed together | Separate objects and flows you design, build and maintain yourself |
| Regulatory reporting (UK) | Consumer Duty, TSM, CQC, Ofwat and Ofgem reporting built in | Configurable; usually a build or services project |
Salesforce pricing is quote-based and changes over time. Confirm current numbers, licensing and add-on requirements with Salesforce.
The buy-vs-build question
Running surveys, the integration and the follow-up flows inside Salesforce is a build, and a build has an owner. Every new survey, every change to a question, every report a regulator asks for becomes an admin ticket, a developer task, or a paid services engagement. The compliance side never stands still either — Consumer Duty evidence, TSM reporting and vulnerable-customer audit trails all have to be kept current.
Every internal project eventually faces the same question: what happens when the person who built it moves on? A custom setup only one admin understands is a single point of failure. With CustomerSure the platform is maintained by the people who build it, changes are included rather than billed, and regulatory reporting is kept current for you — so your programme does not hinge on one person's knowledge staying in the building.
Salesforce stays your single view of the customer. CustomerSure becomes the single home for what customers actually tell you — surveys, complaints and calls in one place, analysed together and synced back to Salesforce. No separate objects and flows to build and maintain for each one.
Transactional and relationship surveys across email, SMS, web and phone — triggered by the events that matter, with sentiment and topics applied as responses land.
Complaints and dissatisfaction are flagged, routed to an owner and tracked to resolution — with the audit trail a board or regulator expects.
Feedback from calls and contact-centre interactions sits alongside everything else, so you see the whole picture in one report — not scattered across systems.
The result is one managed home for customer feedback, live in a matter of weeks — without the complicated setup and long-term maintenance of building it all yourself.
Many of our clients run Salesforce. These are real comments, anonymised, from teams weighing up whether their feedback programme belonged inside the CRM.
The technical side wanted everything native to Salesforce. The CX team kept saying "hang on a second" — it started to feel like the tail wagging the dog.
CX leader, housing association — on a Salesforce-first mandate
Salesforce is the system of record, no question. But it was a long, costly journey, and we still needed something built for voice of the customer sitting on top of it.
CX director, national care provider
We run Salesforce across several regions. CustomerSure is our feedback layer — the data flows both ways, so we keep one view of the customer.
Insight lead, global manufacturer
We did not have the in-house resource to build and run all of it ourselves. The value for money was actually better with a partner who does this for a living.
Customer experience lead, housing association
You are not ripping anything out. CustomerSure layers on top and syncs both ways.
We look at your Salesforce setup, where the survey tooling stops, and what you actually need from a VoC programme. No generic deck.
We map the bidirectional sync so responses land against the right Salesforce records and the data flows both ways.
We build your surveys, sentiment and topic analysis, the closing-the-loop workflow, and board and regulator reporting.
Feedback flows back into Salesforce, so your team keeps one customer view — CustomerSure does the voice-of-customer heavy lifting.
We review your surveys, lift response rates and advise on the programme — included in the licence, not billed as services.
Yes. Salesforce can collect survey responses and map them onto your existing records. For simple score tracking inside the CRM, that can cover the basics. The limits show up as you need to analyse comments, route follow-up, report across teams and evidence what changed — that is where a dedicated VoC platform comes in.
Salesforce pricing is quote-based and depends on your licensing, survey usage, add-ons and implementation needs. The important comparison is not just licence cost; it is the total cost of building, changing and maintaining the feedback workflows inside Salesforce. CustomerSure, by comparison, is a predictable £2,000-£7,500 per month with VoC expertise included.
It depends on your Salesforce licensing, add-ons and configuration. With CustomerSure, every comment is tagged for sentiment and topic out of the box, so themes surface without anyone reading responses one by one.
Not always — if you send modest volumes and only need scores against records, the CRM can cover the basics. You benefit from a dedicated platform when feedback volumes grow, when you need sentiment and theme analysis, when you want a workflow for closing the loop on unhappy customers, and when you need audit-ready reporting for a board or regulator.
It works with Salesforce. CustomerSure integrates bidirectionally, so survey data flows back onto your Salesforce records and Salesforce stays your single customer view. You add a VoC layer on top rather than replacing your CRM.
CustomerSure supports audit-ready outcome reporting, vulnerable customer identification and tracking, and practical regulatory guidance from our team — across financial services, social housing, care, energy and utilities.
We work with organisations where customer outcomes have to be visible, evidenced and improved — including regulated teams in financial services, social housing, care, energy and utilities. You get direct access to people who understand VoC design, response rates, service recovery and reporting, not just software support. CustomerSure can sit alongside Salesforce, so your CRM remains the system of record while we help you run the feedback programme properly.
Bring your Salesforce setup, your survey volumes and what you need to prove to your board or regulator. We will give you a straight view of what should stay in Salesforce and where a dedicated VoC layer pays for itself.
