Struggling to really get what your customers are thinking? You’re not alone! Many businesses feel like they’re playing a guessing game when it comes to customer loyalty and satisfaction. That’s why into something like the HubSpot NPS tool can be a must. It’s a super effective way to actually measure how your customers feel, understand what’s working, what isn’t, and then turn those insights into real improvements for your business. Think of it as your secret weapon for making customers so happy they become your biggest fans, naturally leading to better retention and growth. This guide is all about showing you how to unlock the full power of the HubSpot NPS tool, from setting up your first survey to turning feedback into actionable strategies that boost customer loyalty and propel your business forward. Let’s get to it!

Table of Contents

What is NPS and Why It’s a Big Deal for Your Business

first things first: let’s talk about the Net Promoter Score, or NPS. You’ve probably seen it before, maybe even answered one of these surveys yourself. It’s a simple, yet incredibly powerful metric that helps businesses measure customer loyalty and satisfaction. Instead of asking a bunch of questions, NPS boils it down to one core question:

“On a scale of 0 to 10, how likely are you to recommend our company/product/service to a friend or colleague?”

Based on their answer, your customers fall into one of three buckets:

Promoters Scores 9-10: These are your loyal enthusiasts! They love what you do, will keep buying from you, and are super likely to tell others about you. Think of them as your brand evangelists.
Passives Scores 7-8: They’re satisfied, but not really thrilled. They might stick around, but they’re also open to checking out competitors if something better comes along. They’re kind of neutral.
Detractors Scores 0-6: Uh oh. These customers are unhappy. They’re at risk of leaving, and even worse, they might share their negative experiences with others, which can really hurt your reputation.

How We Crunch the Numbers for NPS

Calculating your NPS score is pretty straightforward once you have your responses. You just subtract the percentage of Detractors from the percentage of Promoters.

NPS Score = % Promoters – % Detractors N8n HubSpot Connection: Your Ultimate Guide to Seamless Automation

The score can range anywhere from -100 if everyone’s a Detractor to +100 if everyone’s a Promoter. What’s considered a “good” NPS score can vary by industry, but generally:

+50 or higher is excellent, showing really high customer satisfaction.
+30 to +50 is good, meaning customers are happy, but there’s still room to improve.
0 to +30 is decent, but you might have a lot of neutral customers, so it’s a good idea to look into improving their experience.
0 or below is a red flag, indicating a significant number of unhappy customers.

So, why is this so important? Well, your NPS score is a strong indicator of customer loyalty and can even predict business growth. Happy, loyal customers aren’t just repeat buyers. they also bring in new business through word-of-mouth. Knowing your NPS helps you spot issues early and focus your efforts on turning those Detractors and Passives into Promoters, which is crucial for lasting success.

HubSpot’s NPS Tool: Your Customer Feedback Superpower

Now, let’s talk about how HubSpot makes all of this incredibly easy with its built-in NPS tool. If you’re already using HubSpot, you’ll love how seamlessly it integrates with your existing CRM data. This isn’t just a standalone survey tool. it’s a customer feedback superpower that’s connected directly to your customer records.

One of the biggest advantages is that all your customer data is in one place. Imagine knowing a customer’s entire history – their purchases, support tickets, and now, their loyalty score – all on their contact record. This means you can personalize interactions and respond to feedback in a truly meaningful way. Why HubSpot for Newsletters?

Key Features and Benefits I’m really keen on:

Integrated with CRM: This is huge! You can see each contact’s NPS score and feedback right in their HubSpot record. This allows you to easily filter and segment your contacts based on their loyalty, which is super powerful for targeted marketing and service efforts.
Automation Capabilities: This is where HubSpot truly shines. You can set up automated workflows that trigger specific actions based on a customer’s NPS score. Think sending a personalized “thank you” to Promoters, or immediately creating a task for a customer service rep to reach out to a Detractor. This automation saves you a ton of time and ensures you’re acting on feedback promptly.
Easy Survey Creation: HubSpot provides a user-friendly interface with templates that make setting up NPS surveys simple, even if you’re not a tech wizard.
Flexible Delivery Methods: You can send surveys via email or embed them directly on your website, giving you options to reach your customers where they are.
Built-in Reporting: HubSpot’s reporting dashboards give you a clear overview of your NPS trends over time, helping you spot patterns and measure the impact of your improvements.

It’s important to note that to use HubSpot’s native NPS tool, you’ll need a Service Hub Professional or higher subscription. But honestly, if you’re serious about customer loyalty, the features it unlocks are well worth it.

Setting Up Your First HubSpot NPS Survey: A Step-by-Step Walkthrough

Alright, let’s roll up our sleeves and get your first NPS survey live in HubSpot! It’s actually pretty straightforward, and I’ll walk you through it.

Step 1: Getting Started in HubSpot

Log in to your HubSpot account. You’ll want to be in the right place.
Navigate to ‘Service’ > ‘Feedback Surveys’. You’ll find this in the main navigation menu.
Click the big orange ‘Create Survey’ button in the top right corner.
Choose ‘Customer Loyalty’ that’s the NPS survey template and then click ‘Next’.

Step 2: Choosing Your Delivery Method

HubSpot gives you two main ways to send your NPS survey: What Exactly is Email Marketing Automation in HubSpot?

Email Survey: This is often recommended because you can send it directly to specific contact lists in your CRM. It’s great for targeted outreach.
Web Page Survey: This option allows you to embed the survey on your website, maybe after a purchase or on a specific customer dashboard.

For this walkthrough, let’s assume we’re going with an Email Survey, as it’s the most common. Select ‘Email’ and click ‘Next’.

Step 3: Customizing Your Survey’s Look and Feel

This is where you make the survey feel like your brand!

Email Settings:
- Survey Language: Pick the language for your survey.
- Company Name & URL: Make sure your company name and website URL are correct.
- From Name & From Address: Choose who the email will appear to be from. You can use any user in your account.
- Subject Line: Craft a compelling subject line. You can even use personalization tokens here, which is super cool for making it feel tailored. Something like, “We’d love your quick feedback, !”
Email Body: You’re a bit limited in changing the standard NPS question itself – it’s an industry standard, after all. However, you can definitely update the greeting and add personalization tokens to make it more human.
Theme: Upload your logo, choose your brand colors, and add a featured image if you like. This keeps everything consistent with your brand identity.
Feedback Questions: This is where you can get really specific! After a customer gives their score, you can ask a follow-up question that’s tailored to their response category Detractor, Passive, or Promoter.
- Detractors 0-6: You might ask, “We’re sorry we missed the mark. Could you tell us more about your experience so we can improve?”
- Passives 7-8: Try something like, “Thanks for your feedback! What could we do to make your experience even better?”
- Promoters 9-10: A great question here could be, “That’s fantastic to hear! What did you enjoy most about your experience?” This helps you gather those glowing testimonials!
Thank You Page: Customize the message your customers see after submitting their feedback. You can even personalize these messages based on their score, too. For Promoters, you might thank them and gently suggest leaving a review or testimonial!

Step 4: Defining Your Audience and Timing

This part is crucial to get meaningful feedback.

Recipients: Who should get this survey?
- You can choose to send it to a static list you’ve already created.
- Or, use contact property criteria to dynamically select recipients. For example, “Became a customer more than 30 days ago”. This helps ensure new customers have had enough time to form an opinion. You can even use custom properties you’ve created in HubSpot to narrow down your audience, like only sending to specific roles within a company.
- Make sure to exclude internal contacts your own team! so your data stays clean.
When to Send:
- You can send it when certain criteria are met e.g., after a purchase, after a customer support interaction, or after using your product for a certain period.
- You can also set a delay, like sending it one day after an engagement has ended while the experience is still fresh in their mind.
How Often:
- One-off: If it’s a specific transactional survey.
- Recurring: For ongoing loyalty measurement, HubSpot often recommends every 3 months, but many businesses find every 6-12 months works well to avoid over-surveying. The goal is regular feedback without bombarding people. You can turn on re-enrollment so customers receive it again after a certain period if they meet the criteria.

Step 5: Automating Follow-Up Actions

This is where the magic happens and you truly close the feedback loop! HubSpot allows you to set up automated actions based on survey responses, which is one of the biggest benefits of using the HubSpot NPS tool.

Internal Notifications: Set it up so your team gets notified when a new response comes in, especially for Detractors. This allows for quick, proactive action.
Follow-Up Emails:
- Promoters: Automatically send a thank-you email, perhaps with a link to leave a public review, a referral program, or a case study request.
- Passives: Send an email offering additional resources or inviting them to share more specific feedback in a different format.
- Detractors: This is critical. You can automatically create a task for their account manager or a customer service rep to reach out personally and address their concerns. This shows you care and are committed to resolving issues.
Update Contact Properties: Automatically update a custom property on their contact record with their NPS score or sentiment. This helps with segmentation and future personalization.

Step 6: Test and Activate!

Before you send it to everyone, do a quick test. Send it to yourself or a few colleagues to make sure everything looks good and the automation triggers correctly. Once you’re happy, hit ‘Save & Activate’, and you’re ready to start collecting valuable insights! Digital Marketing HubSpot Blog: Your Ultimate Guide to Online Growth

Understanding Your NPS Results in HubSpot: Beyond the Number

So, you’ve launched your HubSpot NPS survey, and the responses are rolling in. That’s awesome! But simply having a score isn’t enough. The real power comes from understanding what those numbers mean and, more importantly, why customers gave the scores they did. HubSpot’s reporting and analytics features are designed to help you drill down into this data.

Viewing Your NPS Dashboard

HubSpot gives you a dedicated dashboard where you can see your overall NPS score and how it’s trending over time. You’ll usually find this under ‘Service’ > ‘Feedback Surveys’ and then navigating to the specific survey’s performance dashboard.

Here, you’ll see a breakdown of your customer categories:

Percentage of Promoters: Your loyal fans.
Percentage of Passives: Your neutral customers.
Percentage of Detractors: Your unhappy customers.

This visual overview is super helpful for getting a quick pulse check on your customer loyalty. You want to see that Promoter percentage going up and Detractor percentage going down! Crafting a Winning Digital Marketing Plan with HubSpot: Your Ultimate Guide

Diving Deeper with Analytics

Beyond the main score, HubSpot allows you to leverage its robust CRM to analyze your NPS data in more detail.

Filter and Segment: Since NPS scores and feedback are tied to individual contact records, you can use HubSpot’s filtering tools to segment your responses. For example, you can look at NPS scores by:
- Customer Lifecycle Stage: Are your new customers happier than long-term ones?
- Product or Service Used: Which specific offerings are generating the most love or frustration?
- Location or Industry: Do customers in different regions or industries have different sentiment?
- Account Age or Spend: Are your highest-spending customers also your most loyal?
This kind of segmentation helps you pinpoint exactly where your strengths and weaknesses lie. You could even create custom reports in HubSpot by filtering feedback submissions for ‘Customer Loyalty Survey’ and then analyzing the average rating over your preferred timeframe.
Read the Open-Ended Feedback: This is often where the gold is! While the score gives you what customers think, the open-ended comments tell you why. HubSpot collects these comments, so make sure to actually read them. Look for common themes, recurring issues, or consistent praise. This qualitative data is invaluable for understanding the context behind the scores.
Track Trends Over Time: Don’t just look at a single NPS score. The trend is often more important than the absolute number. Are your scores improving after you launched a new product feature or revamped your customer service process? HubSpot’s reporting makes it easy to track these changes, so you can see if your efforts are actually making a difference. Digital Marketing Manager with HubSpot: Your Ultimate Career Guide

By connecting the dots between scores, segments, and comments, you can move from just “having an NPS score” to truly “understanding customer sentiment” and identifying clear areas for improvement.

Turning Insights into Action: Strategies for Improvement

Getting your NPS score is just the beginning. The real value comes from actually doing something with that feedback. Ignoring it is worse than not surveying at all, because it shows your customers you don’t truly value their input. HubSpot makes it easier to turn those insights into actionable steps.

Strategies for Detractors Scores 0-6

These are your most at-risk customers, but they also represent a huge opportunity for improvement.

Swift Follow-Up: As we talked about with automation, ensure a customer service rep or account manager reaches out to Detractors immediately. Personal outreach shows you’re serious about resolving their issues. Studies show that responding quickly to negative feedback can sometimes turn a Detractor into a Promoter!
Listen Actively and Empathize: When you connect with them, genuinely listen to their concerns. Apologize for their bad experience and ask open-ended questions to understand exactly what went wrong. Avoid getting defensive.
Solve the Problem if possible: Can you offer a solution, a refund, or a dedicated troubleshooting session? Focus on resolving their core pain point.
Document and Learn: Make sure to log their feedback in HubSpot and categorize common issues. This data is critical for identifying systemic problems in your product or service that need to be addressed. Remember, if one person is complaining, many others might be silently unhappy.

Engaging Promoters Scores 9-10

These are your most valuable customers, and you want to nurture that relationship and encourage them to spread the word! Supercharge Your Business: Unlocking the Power of HubSpot Marketplace Apps

Thank Them and Mean It!: Send a heartfelt thank you. Automation is great for this.
Encourage Advocacy: This is where you leverage their enthusiasm. HubSpot workflows can automatically prompt Promoters to:
- Leave a review on platforms like Google, Capterra, or specific industry sites.
- Provide a testimonial or participate in a case study.
- Refer new business through a referral program.
- Share on social media about their positive experience.
Offer Exclusive Content or Early Access: Make them feel special. Give them a peek at upcoming features or exclusive content.
Integrate with Marketing: Use their positive feedback in your marketing materials. “See what our happiest customers are saying!” is a powerful message.

Learning from Passives Scores 7-8

Passives are often overlooked, but they’re sitting on the fence. Small improvements can push them into the Promoter category.

Seek More Specific Feedback: Since their initial comment might be generic, reach out and ask for more details. “What would it take to make your experience a ‘9’ or ’10’?”
Address Minor Frustrations: Their feedback often highlights areas where your service or product is “just okay.” Focus on these small improvements – a smoother onboarding, better documentation, a quicker response time – to elevate their experience.
Nurture with Value: Keep them engaged with helpful content, tips, and updates that demonstrate how you’re continually improving and adding value.

Integrating Feedback Across Teams

NPS data shouldn’t live in a silo. HubSpot’s integration with your CRM means you can easily share these insights across your entire organization.

Sales Team: Knowing a prospect’s company NPS if available or existing customer’s NPS can help sales tailor their approach.
Product Development: Aggregated feedback from Detractors and Passives is invaluable for prioritizing product roadmap improvements. What features are missing? What’s clunky?
Customer Service: Direct feedback helps agents understand common pain points and improve their service delivery.
Marketing Team: Positive feedback and testimonials are prime marketing material.

By systematically addressing feedback from each group and sharing insights across your company, you’re not just collecting data. you’re building a truly customer-centric business.

Best Practices for Maximizing Your HubSpot NPS

To really get the most out of your HubSpot NPS tool, it’s not just about setting it up and letting it run. A few best practices can supercharge your efforts and ensure you’re getting valuable, actionable feedback. Mastering HubSpot Marketplace Templates: Your Ultimate Guide

1. Timing is Everything But Don’t Overdo It!

Send at Key Touchpoints: Think about when a customer has just experienced your product or service. This could be after a recent purchase, once they’ve used your product for a specific period e.g., 30-90 days, or after a significant support interaction. The feedback will be fresh and relevant.
Regular, but Not Annoying: While you want regular feedback, avoid bombarding your customers. Many experts suggest sending relational NPS surveys measuring overall loyalty every 6-12 months. Transactional NPS surveys after a specific interaction can be more frequent, but still, be mindful of customer fatigue. You can enable re-enrollment in HubSpot so customers get the survey again after a set period.

2. Segment Your Audience Wisely

Target Specific Groups: Don’t send the same survey to everyone at once. Use HubSpot’s powerful segmentation tools to target specific customer groups. For example, you might want to survey customers who have recently completed onboarding, or those who have been with you for over a year. This helps you get more targeted and meaningful insights.
Exclude Irrelevant Contacts: Make sure to exclude your own employees, inactive contacts, or very new customers who haven’t had enough experience to form an opinion.

3. Craft Those Follow-Up Questions They’re Gold!

Customize for Each Category: We touched on this, but it’s worth repeating. The open-ended follow-up questions for Detractors, Passives, and Promoters are where you gather the why behind the score. Make sure these questions are specific and encourage detailed responses. For example, for a Detractor, ask “What specifically led to your score and how can we improve?”
Keep it Simple: Even with follow-up questions, keep them concise and easy to answer. Long, complicated questions will deter people from providing detailed feedback.

4. Leverage HubSpot Automation Seriously, Use It!

Automate Notifications: Set up internal notifications to instantly alert the relevant team members e.g., sales, support, customer success when a Detractor or even a Passive responds. This enables rapid response and proactive problem-solving.
Workflow-Driven Actions: Build workflows to automate follow-up actions. For Promoters, this could be an email asking for a review. For Detractors, it might create a task for a rep to call them within 24 hours. This ensures no feedback falls through the cracks and you’re consistently closing the loop.
Update CRM Properties: Automatically update contact properties with their latest NPS score and sentiment. This enriches your CRM data and allows for even more sophisticated segmentation and personalization in future communications.

5. Continuously Monitor and Act

Regularly Review Dashboards: Don’t just set it and forget it! Check your NPS dashboard regularly to monitor trends and identify shifts in customer sentiment.
Share Insights Across Teams: Make sure the insights from your NPS surveys are shared with relevant departments. This feedback is for everyone to learn from and act upon, not just customer service.
Iterate and Improve: Use the feedback to drive tangible changes in your product, service, or customer experience. Then, measure your NPS again to see if those changes had a positive impact. NPS should be part of an ongoing process of continuous improvement.

By following these best practices, you won’t just be collecting data. you’ll be building a powerful, customer-centric feedback loop that fuels your business growth.

Frequently Asked Questions

What is the HubSpot NPS tool?

The HubSpot NPS tool is a feature within HubSpot’s Service Hub Professional or Enterprise plans that allows businesses to create, send, manage, and analyze Net Promoter Score NPS surveys. It’s fully integrated with the HubSpot CRM, meaning customer loyalty data is linked directly to individual contact records, enabling powerful segmentation, automation, and personalized follow-up actions.

Why is measuring NPS important for my business?

Measuring NPS is crucial because it provides a simple yet powerful gauge of customer loyalty and satisfaction. A high NPS indicates that customers are likely to recommend your business, leading to organic growth through word-of-mouth. It also helps you identify unhappy customers Detractors so you can proactively address their concerns, reduce churn, and improve your overall customer experience, which directly impacts your business’s long-term success. Turbocharging Your Website with HubSpot Marketplace Modules

How do I set up an NPS survey in HubSpot?

To set up an NPS survey in HubSpot, you’ll navigate to ‘Service’ > ‘Feedback Surveys’ in your HubSpot account. From there, you click ‘Create Survey’, choose ‘Customer Loyalty’ the NPS template, and then select your delivery method email or web page. You can customize the survey’s appearance, set up unique follow-up questions for Promoters, Passives, and Detractors, define your target audience, schedule the sending frequency, and configure automated follow-up actions based on responses.

Can I customize the NPS survey questions in HubSpot?

While the core NPS question “On a scale of 0-10, how likely are you to recommend us to a friend or colleague?” is standardized and cannot be changed, HubSpot allows you to customize the introduction text, the thank you message, and, most importantly, the follow-up questions based on how a customer scores. This tailored feedback is incredibly valuable for understanding the ‘why’ behind the score and gathering specific insights from Detractors, Passives, and Promoters.

How can I use HubSpot’s automation with NPS results?

HubSpot’s automation capabilities are a huge benefit for NPS. You can create workflows that trigger specific actions based on a customer’s NPS score. For example, you can:

Automatically create a task for a customer success manager to reach out to a Detractor.
Send a personalized thank-you email to a Promoter, perhaps including a link to leave a review or a referral program.
Enroll Passives into a nurture sequence to gather more specific feedback or highlight additional value.
Update a contact property in their CRM record with their latest NPS score and sentiment for better segmentation and future communications.

What is considered a good NPS score in HubSpot?

A “good” NPS score can vary widely by industry, but generally, a score of +50 or higher is considered excellent and signifies high customer satisfaction. Scores between +30 and +50 are good, while 0 to +30 is considered decent but suggests room for improvement. A score of 0 or below is typically a cause for concern, indicating a significant number of unhappy customers. The trend of your score over time is often more important than a single absolute number, showing whether your efforts to improve customer experience are working.

What other types of customer feedback surveys can HubSpot offer besides NPS?

Beyond NPS, HubSpot’s Service Hub also allows you to create and manage other important customer feedback surveys, including: Marketing director hubspot

Customer Satisfaction CSAT Surveys: These measure how satisfied customers are with a specific interaction or aspect of your product/service, often using a simple 1-5 rating scale or “satisfied/dissatisfied” question.
Customer Effort Score CES Surveys: These measure how easy or difficult it was for a customer to complete a specific task or interaction e.g., resolve an issue, make a purchase, typically on a scale of “very easy” to “very difficult”.
These surveys complement NPS by providing more granular feedback on specific touchpoints.

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