Gathering meaningful feedback is vital for any organization aiming to enhance customer experience and improve internal processes. HubSpot offers a powerful toolset for creating, automating, and managing different types of feedback surveys, allowing you to capture insights directly from your customers and clients. In this comprehensive guide, we’ll walk you through how to master feedback surveys in HubSpot—covering the four main survey types, automation best practices, and how to leverage responses for impactful organizational growth.
Introduction to HubSpot Feedback Surveys
HubSpot’s feedback surveys are embedded within the Service Hub (Pro level and above), providing a seamless way to solicit customer opinions without needing third-party tools. You can manage surveys, view responses, and categorize feedback all within your HubSpot portal, making it easier to understand how your organization is performing and where improvements can be made.
Within the survey tool, you’ll encounter three main tabs:
- Manage: View and edit all surveys created.
- Responses: See all the feedback submitted by your contacts.
- Response Tags: Organize and categorize feedback for targeted follow-ups.
To create a new survey, you simply select “Create Survey” and choose among four key types tailored to different feedback needs.
The Four Key Types of Feedback Surveys in HubSpot
HubSpot offers three industry-standard surveys plus a customizable option. Each serves a different purpose to collect specific insights:
1. Customer Effort Score (CES) — Customer Support Feedback
- Purpose: Measures how easy it was for the customer to get their issue resolved.
- Best Use: After a support ticket closes, to assess the support experience at that moment.
- Survey Setup: Automatically send an email linked to a ticket, asking customers to rate how easy it was to handle their issue on a scale from 1 to 7.
- Customization: You can tailor the email subject, greeting, introduction, and theme to match your branding. Keep it simple to encourage quick responses.
- Automation Tips: Use delays to avoid sending the survey immediately after ticket closure—this increases response rates. Automate workflows to follow up on positive feedback with review requests or escalate negative feedback internally (via text or Slack notifications) for swift resolution.
2. Customer Satisfaction (CSAT)
- Purpose: Measures general satisfaction with your business or service over time.
- Best Use: Periodically (monthly, quarterly, or at project completion) to track satisfaction trends.
- Survey Format: Uses simple happy, neutral, or sad face options for quick feedback.
- Delivery Options: Send via email, embed on a webpage, or post-chat surveys.
- Automation: Flexible timing with workflows lets you specify criteria, such as waiting 30 or 60 days before sending another survey, helping avoid survey fatigue.
3. Net Promoter Score (NPS) — Customer Loyalty
- Purpose: Gauges how likely customers are to recommend your business to others.
- Best Use: Ideal for understanding overall loyalty and advocacy.
- Survey Scale: Typically a 0 to 10 rating scale on likelihood to recommend.
- Delivery Channels: Email or webpage surveys, sometimes integrated within logged-in SaaS platforms for accuracy.
- Notes: While NPS is widely used and accepted as an industry standard, response rates tend to be lower than simpler surveys; consider your audience before deploying.
4. Custom Surveys
- Purpose: Allows you to ask specific questions tailored to your organization’s unique feedback needs.
- Flexibility: Full control over question types, wording, survey logic, and branding.
- Best Use: When standardized surveys don’t capture the nuances you need or when running specialized feedback campaigns.
- Advantage: Provides the richest insights and is great for driving continuous improvement and recognizing team successes.
Automating and Optimizing Your Feedback Process in HubSpot
Sending Surveys Automatically
For surveys linked to support tickets (CES), you can set triggers like ticket closure. It’s often recommended to apply a short delay before sending to increase the chance customers are prepared to respond.
Workflow Integration
HubSpot workflows enable tailored automation based on survey responses:
- Positive Feedback: Follow up with review requests (Google Reviews, for example) or nurture campaigns.
- Neutral/Negative Feedback: Immediate notifications to managers or team leads via SMS or Slack help address issues quickly, showing customers you value their input.
Response Management and Action
HubSpot provides tools to review feedback centrally, categorize it with tags, and track trends over time. This allows teams to identify recurring problems or highlight outstanding performers.
Best Practices for Creating Effective Surveys
- Keep It Simple: Short, easy-to-answer surveys have higher completion rates.
- Branding Matters: Customize emails and surveys with your company logos and color schemes.
- Timing Is Key: Avoid overwhelming customers by spacing out surveys and using appropriate triggers.
- Act on Feedback: Close the loop by reaching out to dissatisfied customers and recognizing positive feedback internally.
- Use Multiple Channels: Combine email, chat, and web page surveys to capture feedback at different customer touchpoints.
Conclusion
HubSpot’s feedback survey tools, when used effectively, provide invaluable insights into customer experience and organizational performance. Whether you’re following up on support tickets with CES surveys, tracking overall satisfaction with CSAT, measuring loyalty through NPS, or designing custom surveys to target specific areas, HubSpot offers a versatile platform to collect and act on feedback.
By leveraging automation, personalizing your surveys, and responding promptly to feedback, you can foster a culture of continuous improvement and create stronger relationships with your customers. With these insights from Neighbourhood, you’re well-equipped to master feedback surveys in HubSpot and drive your business forward.
Ready to enhance your customer feedback process with HubSpot? Start experimenting with these survey types today to see how actionable feedback can transform your organization.
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