I built a Make.com × Qualtrics automation for an Australian-based non-profit that saved 500 hours of manual work, eliminated a 2-week data wait, and turned the CRM into a single source of truth for 120k+ yearly contacts.
Manual work time saved
500 hrs
Freed up capacity for more impactful work.
Data wait time eliminated
2 wks
Weekly batch cycles replaced by instant, bidirectional integration.
Yearly contacts unified
120k+
Managed through one centralized single source of truth.
An Australian-based non-profit needed its CRM and Qualtrics XM to talk to each other. New contacts had to receive surveys, and survey responses had to make it back onto the contact record — but the only bridge between the two systems was a manual process repeated once a week: export new CRM contacts to a spreadsheet, import the file into the Qualtrics XM directory, send the survey, export the responses to another spreadsheet, and manually update each CRM record.
That weekly cycle created three problems:
I replaced the weekly manual cycle with a fully automated, instant, bidirectional integration built on Make.com automation scenarios and a Qualtrics Webservice workflow. Here is how it works:
What used to repeat once a week now happens instantly, in both directions, with no manual work required.
The automation saved 500 hours of manual work time, freeing the team's capacity for more impactful work. Instant data integration across systems eliminated the two-week wait — one week to send surveys, one week to update records — that the old manual process imposed on contact data.
Just as importantly, the CRM became a centralized single source of truth for the organization's 120k+ yearly contacts, with every survey response landing on the right record automatically. That unified contact base enhanced analytics and improved contact management across the organization, and removing manual exports and updates removed the data quality risk that came with them.
Through API connections and Qualtrics workflows. When a contact is created, the CRM sends the unique lead data to Make.com via API, and Make.com forwards it to Qualtrics via API. Qualtrics workflows then create the XM Directory contact and distribute the survey, and a Qualtrics Webservice workflow pushes the survey response data back into the CRM via API — closing the loop with no files or manual steps in between.
A single system — here, the CRM — that holds the complete, current record for every contact. Because survey responses flow back into the CRM automatically, contact records are always up to date in one place instead of scattered across spreadsheet exports and survey platforms. For this nonprofit, that meant 120k+ yearly contacts managed centrally, with better analytics on top.
The automation saved 500 hours of manual work time. The old process consumed up to 10 hours every week on exports, imports, and manual contact updates; the new system is fully automated and requires no manual work, with built-in error handling and notifications to keep it running smoothly.
Yes. The pattern is CRM-agnostic: any CRM that exposes an API — Salesforce, HubSpot, Dynamics, and most modern platforms — can send new-contact data to Make.com and receive survey response data back. Make.com sits in the middle as the orchestration layer, so the same architecture transfers across CRM stacks.