Create and conduct customer loyalty surveys

Customer loyalty (NPS) surveys track how likely your customers are to recommend your company to other people. You can send this type of survey through email, or display it on any webpage that has your HubSpot tracking code installed.

Please note: in accounts created on or after March 5, 2024, users must have an assigned Service seat to create feedback surveys. Learn more about HubSpot's new seats-based pricing.

To set up a customer loyalty survey:

• In your HubSpot account, navigate to Automations > Surveys.
• Create, clone, or edit a survey: 
  • To create a new survey, click Create survey in the upper right.
  • To clone an existing survey, hover over the survey and click the More dropdown menu, then select Clone.
  • To edit an existing survey, hover over the survey and click Edit. 

• When creating a new survey, in the left panel, click Customer loyalty then click Next in the upper right.

Delivery

Customer loyalty surveys can be sent via email, or accessed on a web page with the HubSpot tracking code installed. Contacts do not need to be set as marketing contacts in order to receive a survey via email.

Please note: to send an email survey, users must have Marketing access permissions, including Publish access to the Email tool.

• Choose whether to deliver your survey by Email or display it on a Web page. 

• Click Create to continue. 

Survey

Depending on which type of survey you’re creating, follow the instructions to customize the web page survey or email survey.

Web page surveys

• In the Survey section: 

• • Click the Survey language dropdown menu and select the language you want the survey to be in.
  • Enter your Company name.
• Click to expand the Position section:
  • Select a location for your web page survey: Slide-in callout left, Slide-in callout right, Slide-in box left, Slide-in box right, or Dropdown banner.

  • 

    In the right panel, preview how the survey will be displayed, then click the Customizetab to continue.

• To customize your theme color, click to expand the Theme section, then, select a default color, enter a hex value or click the color picker on the right.
• In the right panel, preview the website survey, then click the Feedback tab to continue.

Email surveys

• In the Email settings section:
  • Click the Survey language dropdown menu and select the language you want the survey to be in.
  • Enter your Company name and select the From name and From address that your survey will be sent from. You can select the name and email address of any user in your account.

• • Write a Subject line for your survey email. To include a personalization token, click contacts Contact token.
  • Click to expand the Advanced settings section, then use the dropdown menu to select the office address that will display on the footer of the email.

• Click to expand the Email body section: 
  • In the Greeting field, customize the text that appears at the top of your survey.
• Click to expand the Theme section:
  • To include an image in the email survey, click to toggle the Featured image switch on.
  • To customize your theme color, select a default color, enter a hex value or click the color picker on the right.
• To customize the domain that is used in the footer of your email, edit your logo link in your CMS Settings.
• In the right panel, preview the email survey, then click the Feedback tab to continue.

Feedback

Customize your follow-up questions to learn more about your why your customers responded with a detractor, passive, or promoter score.

• To customize a follow-up question for a low score, click the 0 - 6 Detractors tab. 
• To customize a follow-up question for a neutral score, click the 7 - 8 Passive tab. 
• To customize a follow-up question for a high score, click the 9 - 10 Promoters
  tab. 

• In the right panel, preview the follow up question, then click the Thank you tab to continue.
  
  

Thank you

Customize the thank you message a customer will see after submitting the survey:

• Navigate the response tabs to customize the image and text that appears:
  • To include an image on the thank you message, click to toggle the Featured image switch on. To select a different image, click Replace. Edit the image alt text in the Alt text field. 
  • In the Header text field, edit the copy that appears above the message text. 
  • In the Body text field, enter a message to appear after a customer submits their score. 

• In the right panel, preview the thank you messages, then click the Recipients or Targeting tab to continue.

Recipients (Email survey only)

Choose the recipients of the survey:

• By default, the survey will be sent to contacts who became a customer more than 30 days ago. To change the default recipient criteria, click Edit criteria to make changes.

• On the Criteria tab, customize the filters by clicking the AND or OR buttons. You can set criteria based on any contact, company, deal, and ticket properties.
  
  
• By default, contacts who already meet the selected criteria will not receive the survey. To conduct this survey with existing contacts who meet the criteria, click the Options tab, then click to toggle the Enroll existing contacts switch on.
• Once you're done with setting up the filters, in the bottom left, click Apply.
• To continue, click the Settings tab.

Settings (Email only)

• Select if the survey will be Recurring or a One off.

• By default, the survey will be sent when a recipient meets the criteria. To add a delay click Add delay radio button. If you set a delay, the contact must meet the recipient criteria after the delay is completed for the survey to send. 
• To continue, click the Automation tab.

Targeting (Web page only)

To display on one of your web pages, the HubSpot tracking code must be installed on that page.

• In the Who section, select the criteria your contacts have to meet to receive a survey:
  

• • Became a customer date: the survey will be sent to contacts who became a customer more than 30 days ago. To change the date range, click Edit criteria.
  • Start from scratch: the survey will be sent to the contacts who meet the criteria that you set using contact, company, deal, and ticket properties. Click Create criteria to select filters.
  • Static lists: the survey will be sent to the contacts on one of your static lists. Click the Send to dropdown menu and select one of your static lists.
• In the Where section, select the website URL or query parameters to use to target where the survey will appear. In order for a survey to display on one of your web pages, the HubSpot tracking code must be installed on that page.

• • To add multiple targeting rules, click Add rule.
  • To exclude pages or query parameters that you don’t want the survey to display on, click Add exclusion rule.
  • To include all pages that begin with your target URL (e.g., hubspot.com and hubspot.com/blog), enter /* after your target URL.
  • To remove the survey from a specific website page, click the delete trash icon next to the website page URL.
  • To turn on the survey for mobile devices, select the Show survey on small screen sizes checkbox.
    
    
• In the When section, enter the number of seconds that must pass before the survey is shown to a visitor. You can also select the On 50% page scroll option.
• In the Frequency section, select Recurring or One off. If you select Recurring, click the dropdown menu and select how often the survey will be sent.

• To continue, click the Automation tab.

Automation

Web page survey

• Click the Add users or teams dropdown menu and select the users and teams to notify.
• To only send notifications for survey responses that include comments, select the checkbox.

Email Survey

• Click the Add users or teams dropdown menu, and select users and/or teams to receive submission notifications via email.

• To remind customers to complete the survey, click the Send survey reminder email dropdown menu and select how many days after the initial survey is sent to send a reminder email, then click to toggle the switch on. You can click Preview reminder email to see a preview of the email your customers will receive.
• To set up follow-up actions based on survey responses, click Create workflow below the Detractors, Passives, and/or Promoters sections. In the right panel, select the actions to automate or click See more to see other actions. Learn more about using workflows actions.

Please note: customer loyalty survey workflows will not appear in the workflows tool (Automation > Workflows) and can only be edited from this tab of the survey setup.

Summary

• To preview how your survey will appear on desktop, tablet, and mobile, click the Actions dropdown menu and select Preview.
• To send yourself a version of an email survey or view the survey on a test web page, click the Actions dropdown menu and select Test survey
• When you're done, click Review and Publish.
• Click Publish to take your survey live.