Feedback Surveys

Create and conduct customer satisfaction surveys

Last updated: July 15, 2020

Applies to:

Service Hub  Professional, Enterprise

A Customer Satisfaction (CSAT) score tells you how satisfied a customer is with a product, service, or experience. It measures how a customer feels about a brand interaction. Use customer satisfaction surveys to ask contacts for feedback on their experiences or interactions with your business. You can send this type of survey through email, or display it on any webpage that has your HubSpot tracking code installed.

  • In your HubSpot account, navigate to Service > Customer Feedback.
  • Create, clone, or edit a survey:
    • To create a new survey, click Create survey in the upper right. In the next page, hover over the Customer Satisfaction card and click Create survey.
    • 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.


    actions-in-customer-experience
  • Click the edit pencil icon  at the top to give your survey a unique name.
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Delivery

  • To select the delivery method for your customer satisfaction survey by clicking Email or Web page.
  • To continue, click the Survey or Position (for web page surveys) tab.

Position (Web page surveys only)

  • In the left panel, select a location for your web page survey: Slide-in box left, Slide-in box right, Slide-in callout left, Slide-in callout right, or Dropdown banner. The right panel will show a preview for each option.

customer-satisfaction-survey-position

  • To continue, click the Survey tab it.

Survey

Email Delivery

  • In the Email settings section, click the Survey language dropdown menu and select the language you want the survey to be in.
  • Set the From name and From address for your survey. You can select the name and address of any user in your account.
  • Enter your subject line. To insert a personalization token in the subject, click contacts Personalization token, click the Add contact token dropdown menu and select a token, enter a Default value and click Insert.

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  • In the Email body section, enter a Greeting, Introduction and Survey question for your survey email. Click contacts Personalization token to include a personalization token.

    customer-satisfaction-email-body
  • In the Theme section, to upload an image for the email survey, click to toggle the Featured image switch on and click Replace. In the right panel, select an image or click Add image to upload a new image.

    customer-satisfaction-theme
  • Select one of the default color options, or set a custom color by entering a hex color value or clicking the color picker to the right.
  • In the right panel, preview how the question looks.
  • To continue, click the Feedback tab.

Web page Delivery

  • Click the Survey language dropdown menu and select the language you want to display the survey in.
  • If opted to use a callout in the Position tab for your survey, select the checkbox and enter the callout text that is displayed when the callout is closed.
  • Customize the Survey question in your survey.
  • Select one of the default color options, or set a custom color by entering a hex value or clicking the color picker to the right.
webpage-survey
  • In the right panel, preview how the question looks.
  • To continue, click the Feedback tab.

Please note: if the visitor is unknown, an optional email collection field will display when the visitor fills out your web survey. If the visitor doesn't submit an email address, their response will display as unknown contact.

Feedback

Customize your feedback questions to learn more about the customer's response:

  • Click Unhappy to enter a Follow-up question for customers who were unhappy with their experience.
  • Click Neutral to enter a Follow-up question for customers who felt neutral about their experience.
  • Click Happy to enter a Follow-up question for customers who were happy with their experience.
  • To continue, click the Thank you tab.

Thank you

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

  • Click the Unhappy, Neutral, and Happy tabs to customize the thank you message for each type of response. In each tab:
      • To include a default image at the top of your thank you message, click to toggle the Show image switch on. Click Replace to change the image.

survey-thank-you-message

  • In the right panel, preview the thank you messages.
  • To continue, click the Recipients or Audience tab.

Recipients

  • By default, a survey will be sent to a contact if they became a customer more than 30 days ago. You can select Start from scratch to create your own criteria using contact, company, deal, and ticket properties or select Static lists to select a static list you have created.
  • To change the current filter, click Edit criteria. If you’re starting from scratch, select a property type and click Create criteria.

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  • On the Criteria tab, customize your criteria. You can click AND or OR to further customize the filters. You can set filters based on any contact, company, deal, and ticket properties.

edit-criteri-customer-satisfaction-survey

  • By default, contacts who already meet the selected criteria will receive the survey. To conduct this survey without existing contacts who meet the criteria, click the Options tab, then click to toggle the Do you want to include existing contacts? switch off.
  • By default, contacts who have already completed the survey will not receive the survey. To survey with contacts who have already completed the survey, click the Options tab, then click to toggle the Do you want to resurvey contacts? switch on.

survey-options

  • In the right panel, the survey recipients will display. You can search through this list using the search bar in the upper right.
  • Once you've set up the filters, click Apply in the bottom left.
  • To continue, click the Settings tab.

Audience (Web page surveys only)

Web page delivery

  • Select the criteria your contacts have to meet to receive a survey:
    • All visitors: select All visitors to show the survey to all visitors.
    • Became a customer date: the default filter Became a customer is more than 30 days ago will be used.
    • Start from scratch: create your own criteria using contact, company, deal, and ticket properties.
    • Static lists: select one of your static lists. 
  • To change the current filter, click Edit criteria.

recipeints-feedback-survey

  • In the Triggers tab, customize the filters by clicking the AND or OR buttons. You can set filters based on any contact, company, deal, and ticket properties.

edit-criteri-customer-satisfaction-survey

  • By default, contacts who already meet the selected criteria will receive the survey. To conduct this survey without existing contacts who meet the criteria, click the Options tab, then click to toggle the Do you want to include existing contacts? switch off.
  • By default, contacts who have already completed the survey will not receive the survey. To survey with contacts who have already completed the survey, click the Options tab, then click to toggle the Do you want to resurvey contacts? switch on.

survey-options

  • In the right panel, the recipients of the survey will display. You can search through this list using the search bar in the top right.
  • Once you're done setting up the filters, in the bottom right, click Apply.

Please note: the web page survey will only show for contacts who are tracked by the cookies in their browser.

  • Click Settings tab to continue.

Settings

Email delivery settings

  • To add a delay between the survey email send and when a contact meets the criteria you've set, select the Add delay option. Click the dropdown menu to select days or hours for the delay and enter a number.
  • To select users and/or teams to receive survey response notifications, click the Add users or teams dropdown menu and select a user or team.

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  • To continue, click the Automation tab.

Please note: the web page survey will only show for contacts who are tracked by the cookies in their browser.

Web page delivery settings

  • In the Specify which website pages the survey should appear on section, select whether to show your survey on All pages or Only pages that match these URLsIf you select Only pages that match these URLs:
    • Enter a URL or search for an existing page by name.
    • To add multiple pages, click Add another page.
    • Click the trash icon delete on the right of a URL to remove the survey from it.
  • In the When do you want the survey to appear? section, enter the number of seconds before the survey is shown to a visitor. You can also select on 50% page scroll. 
  • In the Can visitors take the survey more than once? section, select Yes or No.
  • To enable the survey for mobile devices, click the Show survey on small screen sizes checkbox.
  • To select users and/or teams to receive survey response notifications, click the Add users or teams dropdown menu and select a user or team.

options-for-web-page

  • To continue, click the Automation tab.

Please note: the web page survey will only show for contacts who are tracked by the cookies in their browser.

Automation

  • To set up follow-up actions based on survey responses, click Create workflow in the Unhappy, Neutral, and/or Happy sections.
  • In the right panel, select the actions to automate or click See more to see other actions. Learn about using workflows actions.

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

Review and publish

Review your survey settings to ensure that the settings in previous steps have been set up correctly.

  • To see how the survey will appear on desktop, mobile, and tablet, click Preview.
  • To send yourself a version of the survey, click Test survey in the upper right. If doing an email survey, you can preview the email as a specific contact by clicking the Receive email as specific contact dropdown menu and then selecting a contact.
  • To review your settings, click Review and publish in the upper right.
  • When you're done, click Publish to take your survey live.
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