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Feedback Surveys

Customer feedback | Frequently Asked Questions

Last updated: June 17, 2021

Applies to:

Service Hub Professional

Find answers and general information quickly about the customer feedback tool in HubSpot.

Is customer feedback like a survey from SurveyMonkey?

No. Customer feedback is much more limited in the types of surveys you can create and the customization available. It's designed to help you better understand your customers and how you can improve their customer experience. In order to do that, you can use three initial survey types (customer loyalty, customer support, and customer satisfaction) to gather information on your customers and how they interact with your business. At this time, you cannot customize these survey questions. 

What is NPS?

NPS* surveys are focused on better understanding your customer’s relationship with your brand and product overall, not just their experience with one particular transaction. The 11-point scale allows for tracking more granular changes in responses over time. 

An NPS score is calculated by subtracting the percentage of Detractors from the percentage of Promoters.

How often should I send an NPS survey?

You should send NPS to your customers at regular intervals, typically every quarter, every 6 months, or every 12 months. You should typically trigger this after your customers have used your product for some time so they can provide meaningful feedback.

Can I create multiple NPS surveys?

Yes, you can create multiple NPS surveys in your account.

Can I customize the NPS question?

No, NPS is an industry standard. You can only customize the company name.

What response rate can I expect?

Depending on your industry and how often you communicate with your customers, you could see anywhere from a 5 - 15% response rate. 

Can I send reminders to people who don’t respond?

No, it is not possible to automate reminder emails in the customer feedback tool. Instead, consider customizing the from name and subject of your surveys to increase the response rate. 

Can I create workflows based on responses?

Yes, you can use the NPS activity properties in workflows to trigger your workflow based on contacts' NPS responses. The properties include:

  • Last NPS survey comment
  • Last NPS survey date
  • Last NPS survey rating
Alternatively, to set up actions based on a specific survey you can use the Automation tab in the survey editor.

What is CES (Customer Effort Score)?

Data shows that CES outperforms both the NPS and the Customer Satisfaction Score (CSAT) at predicting future spending behavior. It predicts which customers are likely to defect, with 81% of customers reporting high effort saying they would speak negatively about the company to others.

It’s also highly specific and actionable, allowing you to pinpoint weaknesses in different interactions throughout your business.

Set this up to send shortly after ticket resolution. If you typically resolve customer issues quickly and after their first contact, you should send this out an hour or two after ticket resolution. If your customers typically have repeat issues and you take longer to respond to customers, you might want to expand this.

CES is calculated by dividing the sum of all individual customer effort scores by the total number of respondents.

Can I add more questions?

No. Customer feedback aligns the way businesses craft the customer experience with the way modern consumers prefer to engage with those businesses. On average, for every additional question you add to a survey, you decrease your overall response rate by 30 – 50%. Keep it short and simple for both businesses and end-customers.

Will this tool support non-English languages?

To send surveys in non-English languages you will need to create a new survey for each language and insert the translated text in the fields.  

Can I send survey emails from my own domain?

Yes, if you have connected your email sending domain, your survey emails will be sent on your domain.

Can I store responses as contact properties?

Yes, this is automatically done for you. All submissions are stored in the Last NPS survey rating property in HubSpot.

When will contacts see my web delivery surveys?

When someone visits your website, HubSpot determines if they are one of your known contacts based on their browser cookies. If the visitor is a known contact who meets the segmentation criteria you've set for your web delivery survey, the survey will appear. If a contact visits your website, but does not have a cookie to link them to their contact record, they will not be shown your survey.

Do contacts need to be set as marketing contacts to receive a survey via email? 

No, contacts do not need to be set as marketing to receive an email survey. 

Can I change the subscription type for feedback survey emails?

No, you can not change the subscription type for survey emails. By default, contacts who receive email surveys will have the subscription type Feedback Emails.

* Net Promoter, Net Promoter System, Net Promoter Score, NPS and the NPS-related emoticons are registered trademarks of Bain & Company, Inc., Fred Reichheld and Satmetrix Systems, Inc.