HubSpot is all about growing better, and there's nothing more powerful in fueling this growth than feedback. While gathering feedback from customers is one step in the right direction, effectively analyzing and acting on this data is what promotes real growth.

Feedback surveys are one of HubSpot's most important tools for measuring the customer experience. Understanding which type of survey can generate what information is key to creating focused business goals. 

Access Your Customer Feedback Tool in HubSpot


Types of Feedback Surveys

For Service Hub Professional and Enterprise users, there are three types of feedback surveys available in HubSpot:

  1. Customer support surveys
  2. Customer satisfaction surveys
  3. Customer loyalty surveys

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Customer support surveys

Find out how easy it is for customers to get help from your business when they need it. Customer support surveys are designed to provide a Customer Effort Score (CES) that measures how satisfied a customer is with their support experience

In this survey, customers are provided with a simple statement: "[Name of company] made it easy to handle my issue" and are then presented with a scale from one to seven to rate how strongly they agree or disagree with that statement. The survey then provides a feedback section for the customer to elaborate on their score. These surveys are sent after a ticket closes.


Customer satisfaction surveys

Capture overall user experience data with the customer satisfaction survey. This survey provides a Customer Satisfaction Score (CSAT) that measures how satisfied a customer is with a product, service, or experience.

Display the survey on a website page (similar to a pop-up form) for all contacts to see or place in it an email to send to a targeted group of contacts. This survey is designed to measure the satisfaction of contacts in the lifecycle stage customer, so it's recommended to target these contacts specifically. 


Customer loyalty surveys

Understand how many customers are likely to partake in word-of-mouth marketing. Customer loyalty surveys generate a Net Promoter Score (NPS) that allows you to track how likely customers are to recommend your company to other people. Just as the name sounds, how loyal are your customers to your business? 

The survey asks, "How likely is it that you would recommend [Name of company] to a friend or colleague?" and then allows contacts to respond with a rating from one to 10. Although simple, this survey is an effective way to measure the overall loyalty customers have to your business. 

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Analyzing Survey Data

While collecting data is part of the process of improving customer experience and relationships, what you do with that data is what matters the most. Learn how to extract valuable information from feedback and use this to create actionable business goals.


Combine what you do know with what you don't

Take survey data collected about contacts and compare this with data already known in the responses and analyze tabs of the customer support survey. Filter on specific contact properties to identify patterns or trends in customer experience. Examples of potential findings include:

  • Do contacts with a lifecycle stage of lead have a lower CES than contacts that are customers
  • Is NPS higher/lower for contacts in a certain country or region?

Analyzing the data in combination with what is already known about your contacts can help in forming actionable strategies for your services team that work to target a specific group of contacts.

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Follow up — and use automation to do it

Customers want to feel heard, and the most effective way to do this is by following up on feedback.

When creating a feedback survey, the automation tab can be used to create workflows that respond to contacts based on the score they gave. For negative feedback, consider following up with the contact via email and asking how the situation can best be remedied. For positive feedback, perhaps send the contact an offer or discount that thanks them for their loyalty. 

This engagement will encourage contacts to continue submitting feedback on their experiences and promote a sense of empathy in the user experience. 


Monitor both negative and positive feedback

There are a few properties that are used to display a contact's most recent survey feedback on their associated object records. These properties can be filtered on anywhere in the CRM, including in lists, workflows, and reports. 

  • Last NPS/CES survey comment
  • Last NPS/CES survey date
  • Last NPS/CES survey rating

Please note: NPS properties are contact properties, while CES properties are ticket properties. 

Consider creating an active list of contacts with an NPS rating below 6 or a custom report that shows ticket CES above 5 by ticket owner. As much as the impact of negative feedback is felt, positive feedback is just as important. Recognize what customers like about the user experience and determine how these positive elements could be used in the more negative experiences reported. 

HubSpot's very own CEO, Brian Halligan, puts it best: "Feedback is the breakfast of champions."  Understanding customers' user experience with feedback data is key to growing your company even better. Read more on creating a customer feedback strategy here

Want to connect with others on HubSpot tips, tricks, and updates? Head over to the HubSpot Community to join a conversation or start one of your own.

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Originally published Sep 18, 2019 10:00:00 AM, updated September 13 2019