Why You Need a System for Customer Feedback
Customer feedback is one of the most powerful tools at your disposal. It’s a leading indicator of your customers' loyalty and can forecast churn, upsells, and overall satisfaction. But most companies still treat surveys like a box to check—something they send out once in a while when they remember.
In this post, we’ll walk through how to automate Net Promoter Score (NPS) surveys using HubSpot and how to immediately act on the feedback so it becomes a core part of your customer experience strategy—not just another report collecting dust.
Setting Up an NPS Survey in HubSpot
1. Navigate to the HubSpot Surveys Tool
Go to Automation → Surveys. Select “Create Survey” and choose NPS (Net Promoter Score) as the survey type. HubSpot lets you choose between email and web page delivery formats—we recommend starting with email.
2. Customize the Survey
NPS surveys follow a standardized structure. You won’t be able to change the core questions or answer scale, but you can:
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Add a custom intro message
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Customize the logo and brand colors
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Set follow-up questions based on the score
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Configure landing pages based on response type (detractor, passive, promoter)
Pro Tip: Use the follow-up comment box to collect testimonials from promoters automatically.
Automating the Survey Delivery
To systematize NPS feedback:
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Set Criteria for Recipients
Use HubSpot filters to send the survey only to clients who’ve been active for a specific time (e.g., “client lifecycle stage is more than 90 days ago”).
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Choose Frequency
HubSpot recommends sending surveys every 3 months, but every 6 months is often sufficient for most businesses.
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Set it to Recurring
Once configured, surveys are sent out automatically—no manual reminders needed.
Use Case: This setup ensures you're gathering feedback consistently without needing a team member to remember to send it.
Automating Your Follow-Up Based on Responses
Gathering feedback is only the first step. Here’s how to take immediate action on each type of response:
1. Detractors (0–6)
These users are at risk of churning or leaving negative reviews.
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Create a Support Ticket automatically assigned to the account rep.
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Send internal notifications to CSMs or managers.
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Update the company record with a red RAG (Red-Amber-Green) status.
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Optionally: Send an email to the client thanking them and promising to follow up.
Pro Tip: Stamp high-alert properties like “High Alert Reason” and “High Alert Date” for better reporting.
2. Passives (7–8)
They’re neutral—not harmful, but not advocates either.
3. Promoters (9–10)
These are your advocates and your best marketing assets.
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Set RAG status to Green
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Send internal alerts if a comment is left, flagging a potential testimonial.
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Mark 10s as “Evangelists”
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Launch workflows to:
Use Case: If a client scores a 10 and leaves a glowing comment, you can immediately route that to your team to turn it into a case study or testimonial.
Capture More Feedback with Website Popups
Some customers ignore survey emails. That’s where web popups come in.
You can configure a survey popup to appear only when:
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A visitor is a known client (e.g., 90+ days into the lifecycle)
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They haven’t completed the NPS email survey yet
Popup surveys help you cast a wider net and increase your response rate.
Beyond the Survey: Reporting and Optimization
Once the system is running:
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Monitor built-in HubSpot survey analytics
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Build custom dashboards to report on sentiment trends, churn risks, and more
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Use “High Alert” properties to flag and escalate accounts
Future posts will cover in detail how to set up churn risk reporting and advanced analytics.
Final Thoughts
In just a few hours, you can implement an automated, repeatable system for gathering, analyzing, and acting on customer feedback in HubSpot. When done right, NPS surveys become a proactive retention and growth tool—not a reactive task you remember once a year.
If you're serious about customer loyalty, don’t just send surveys—build a system that turns every response into action.
