Create and conduct customer loyalty surveys

Customer loyalty (NPS) surveys measure how likely your customers are to recommend your company to other people. Customers rate your company on a scale of 0 to 10, then answer a follow-up question based on their score. Send this type of survey through email, or display it on any web page that has the HubSpot tracking code installed.

For example, Sprocket Supply Co., an eCommerce company selling sustainable office supplies, emails a loyalty survey to customers 30 days after their first order. When a customer gives a score of 6 or lower, a workflow creates a task for the support team to follow up. When a customer gives a score of 9 or higher, a workflow sends an email asking for a product review.

To measure how satisfied customers are with a specific interaction instead, learn how to create customer satisfaction surveys.

Create a customer loyalty survey

1. In your HubSpot account, click More, then navigate to Service > Feedback Surveys. If More doesn't appear in your account, navigate to Service > Feedback Surveys directly.
2. In the upper right, click Create survey.
3. In the left sidebar, click Customer loyalty, then click Next.
4. Select a delivery method:
   • Email: send the survey to your contacts by email. Contacts don't need to be set as marketing contacts to receive an email survey.
   • Web page: display the survey on your site where customers regularly visit. The HubSpot tracking code must be installed.
5. In the upper right, click Create.

Customize survey settings and appearance

The settings on the Survey tab depend on your delivery method. Email surveys include sender, subject line, and greeting settings, while web page surveys include a position on the page. Both include language, company name, and theme settings.

Customize an email survey

1. On the Survey tab, in the sidebar editor, click the Survey language dropdown menu and select a language.
2. To show your company name in the survey question, enter the company name in the Company name field.
3. To set your company's website, enter the URL in the Company URL field.
4. To choose who the survey comes from, click the From name dropdown menu and select a name, then click the From address dropdown menu and select an email address. Any user's name and email address in your account is available.
5. To write the email subject, enter text in the Subject line field. To add a personalization token, click Personalization token. For example, replace the default subject line, Hey, how are we doing?, with How'd we do on your order, [First name]?
6. To set the office address in the email footer, click the Advanced settings section, then click the dropdown menu and select an address.
7. To change the text at the top of the survey, click to the Email body section, then enter text in the Greeting field.
8. To style the survey, click to expand the Theme section:
   • To add an image, toggle the Featured image switch on.
   • To set the theme color, select a default color, enter a hexadecimal value, or click the color picker.
9. In the preview on the right, review the survey, then click the Feedback tab to continue customizing the survey.

Customize a web page survey

1. On the Survey tab, in the sidebar editor, click the Survey language dropdown menu and select a language.
2. To show your company name in the survey question, enter the company name in the Company name field.
3. To choose where the survey appears on the page, click the Position section, then select an option (e.g., Slide-in callout left). For example, Sprocket Supply Co. selects Slide-in box right so the survey doesn't cover the order summary on the left side of its page.
4. To set the theme color, click the Theme section, then select a default color, enter a hexadecimal value, or click the color picker.
5. In the preview on the right, review the survey, then click the Feedback tab to continue customizing the survey.

Customize feedback questions

Customize the feedback questions displayed after customers select a score. Each score range has its own feedback question:

• 0 - 6 Detractors: customers who are unlikely to recommend your company.
• 7 - 8 Passive: customers who are neutral.
• 9 - 10 Promoters: customers who are likely to recommend your company.

To customize the feedback questions:

1. On the Feedback tab, in the sidebar editor, click a score range tab (e.g., 0–6 Detractors).
2. To change the feedback question, update the question text. For example, Sprocket Supply Co. asks detractors, What could we improve about your order or our products?
3. Repeat the steps for the other score ranges.
4. In the preview on the right, review the feedback question for each score range, then click the Thank you tab.

Customize the thank you message

Customize the message displayed to customers after they submit their score. Each score range (0–6 Detractors, 7–8 Passive, and 9–10 Promoters) has its own response message.

To customize the thank you message:

1. On the Thank you tab, in the sidebar editor, click a score range tab (e.g., 9–10 Promoters).
2. To add an image to the message, toggle the Featured image switch on. To replace the image, click Replace.
3. To describe the image, enter text in the Alt text field.
4. To change the heading above the message, enter text in the Header text field.
5. To set the thank you message, enter text in the Body text field. For example, Sprocket Supply Co. thanks promoters and asks them to leave a product review.
6. Repeat the steps for the other score ranges.
7. In the preview on the right, review each thank you message, then click the Recipients tab for an email survey, or the Targeting tab for a web page survey.

Choose recipients and targeting

Choose which contacts receive the survey, when and where it's delivered, and how often. For email surveys, click the Recipients tab. For web page surveys, click the Targeting tab.

Choose who receives the survey

1. On the Recipients tab (email) or the Targeting tab (web page), in the Choose who you want to survey section, select which contacts receive the survey:
   • Became a customer date: contacts who became a customer more than 30 days ago. This is the default filter.
   • Contact criteria: contacts who meet filter criteria based on contact, company, deal, ticket, and survey response properties.
   • Static contact segments: contacts in a static segment.
2. If you selected Contact criteria, click Create criteria, then set up the criteria:
   • To choose which contacts receive the survey, on the Criteria tab, click Add filter, then add contact properties or associated object properties. For example, Sprocket Supply Co. adds a filter for contacts whose Recent deal close date is Last week.
   • To survey contacts who already meet the criteria in an email survey, click the Options tab, then toggle the Do you want to include existing contacts? switch on.
   • To send another email survey to contacts who were already surveyed, toggle the Do you want to resurvey contacts? switch on, then select the conditions that trigger a resurvey.
   • In the bottom left, click Apply.
3. If you selected Static contact segments, click the Send to dropdown menu and select a segment. For example, Sprocket Supply Co. selects a segment of wholesale customers.

4. To confirm how many contacts the survey will reach, review the Estimated recipients count for email surveys or the Estimated audience count for web page surveys.

Choose when to send an email survey

On the Recipients tab, in the When section, select when to send the survey:

• When the recipient meets the criteria: send the survey as soon as a contact meets the criteria.
• Add delay: wait before sending the survey once a contact meets the criteria. For example, Sprocket Supply Co. adds a delay so customers receive the survey after their order arrives.

Choose where and when a web page survey appears

1. On the Targeting tab, in the Where section, click the Website URL dropdown menu and select a website URL or query parameter, then click the is all pages dropdown menu and select a condition. For example, Sprocket Supply Co. targets its order confirmation page.
   • To target more pages, click Add rule.
   • To exclude pages or query parameters, click Add exclusion rule.
   • To show the survey on mobile devices, select the Show survey on small screen sizes checkbox.
2. To choose when the survey appears, in the When section, select an option:
   • [#] seconds after the web page loads: enter the number of seconds to wait after the page loads. A minimum of 2 seconds is recommended.
   • On 50% page scroll: show the survey after a visitor scrolls halfway down the page.

Set how often the survey is sent or shown

1. On the Recipients tab (email) or the Targeting tab (web page), in the Frequency section, select an option:
   • Recurring: send or show the survey again after a set period. Click the dropdown menu and select how often.
   • One off: send or show the survey once.

2. To continue, click the Automation tab.

Set up survey automation

Choose who is notified about survey responses, send reminders, and set up follow-up actions.

Set up notifications and campaigns

1. On the Automation tab, in the Who gets notified about new survey responses? section, click the Add users or teams dropdown menu and select the users and teams to receive email and in-app notifications for new responses.
2. To only send notifications for responses that include comments, select the Only send notifications for survey responses that contain comments checkbox.
3. To track the survey in a marketing campaign, in the Campaigns section, click the Select campaigns dropdown menu and select one or more campaigns.

Send a reminder for an email survey

1. On the Automation tab, to remind customers to complete the survey, toggle the Send survey reminder email switch on.
2. Click the Schedule a reminder dropdown menu and select how many days after the survey is sent to resend it.

Please note: if you turn on the reminder after you publish a survey, the reminder only applies to newly enrolled contacts. Contacts who already received the survey don't receive the reminder.

Automate follow-up actions

1. On the Automation tab, in the Automate your follow-up actions section, click Create workflow in the column for the score range you want to automate: 0–6 Detractors, 7–8 Passives, or 9-10 Promoters.
2. Select the actions to automate, or click See more to view other actions. For example, Sprocket Supply Co. creates a workflow for 0–6 Detractors that creates a task for the support team, and a workflow for 9–10 Promoters that sends an email asking for a product review. Learn more about workflow actions.

Please note: customer loyalty survey workflows don't appear in the workflows tool (Automation > Workflows). Edit these workflows only from the Automation tab of the survey.

Preview and publish the survey

Preview and test the survey before you publish it. After you publish, the survey is live.

Preview and test the survey

1. To see how the survey appears on desktop, tablet, and mobile, in the upper right, click the Actions dropdown menu and select Preview.
2. To send yourself an email survey or view a web page survey on a test page, click the Actions dropdown menu and select Test survey.

Publish the survey

1. In the upper right, click Review and Publish.
2. To take the survey live, click Publish.