Struggling to really understand what your customers think? The HubSpot NPS calculator is your secret weapon, helping you figure out who loves you, who’s just “meh,” and who might be about to jump ship. Using this powerful tool isn’t just about getting a number. it’s about unlocking insights to make your business better, build stronger relationships, and ultimately, grow. We’re going to break down everything you need to know, from setting up your very first Net Promoter Score survey to turning those raw numbers into actionable steps that transform your customer experience. By the end of this guide, you’ll feel confident using the HubSpot NPS tool to pinpoint exactly where you shine and where you need to improve, ensuring your customers stick around and even bring their friends along.

Table of Contents

What’s the Big Deal with NPS, Anyway?

Before we jump into HubSpot, let’s chat about what NPS actually is and why it’s such a big deal for any business. NPS stands for Net Promoter Score, and it’s basically a super simple way to measure customer loyalty and satisfaction. Forget those super long, boring surveys that nobody ever finishes. NPS boils it down to one powerful question: “On a scale of 0 to 10, how likely are you to recommend our company/product/service to a friend or colleague?”

Why does this matter so much? Because people trust recommendations from friends and family way more than any advertisement. A high NPS means you’ve got a bunch of enthusiastic customers who are basically doing your marketing for you by spreading positive word-of-mouth. On the flip side, a low NPS is a big red flag, showing you might have unhappy customers who could actually damage your brand’s reputation.

This score isn’t just a vanity metric. it’s often tied directly to business growth. Loyal customers tend to buy more, stay longer, and cost less to serve. Plus, attracting new customers through referrals is often more cost-effective than traditional advertising. So, understanding your Net Promoter Score gives you a clear picture of your customer base’s health and helps you spot opportunities to keep them happy and grow your business.

Demystifying the HubSpot NPS Tool

Now, let’s talk about how HubSpot makes all this super easy. If you’re using HubSpot Service Hub, especially the Professional or Enterprise versions, you’ve got a fantastic HubSpot NPS tool built right in. This isn’t just a standalone calculator. it’s an integrated part of your CRM that helps you: Taming Your Inbox: How to Turn Off HubSpot Email Notifications (and All Those Other Pings!)

Create and send surveys effortlessly. No need for a separate tool!
Automatically track responses and calculate your NPS score.
Segment your customers based on their scores, which is incredibly useful for targeted follow-up.
Get real-time insights into customer sentiment.
Automate actions based on feedback, turning insights into actual improvements.

The real magic here is that the HubSpot NPS survey data gets linked directly to your customer records in the CRM. Imagine seeing a customer’s NPS score right next to their support tickets, purchase history, and interactions. That’s a must for understanding their journey and providing truly personalized experiences.

Crafting Your First HubSpot NPS Survey: A Step-by-Step Guide

Alright, let’s get hands-on! Setting up your HubSpot NPS survey is pretty straightforward. You don’t need to be a tech wizard to get this done.

1. Navigating to the Survey Section

First things first, log into your HubSpot account.

Go to Service in the main navigation.
Then, click on Feedback Surveys.
On the Feedback Surveys page, look for the “Create Survey” button in the top right corner. Go ahead and click that!

2. Choosing Your Survey Type

You’ll see a few options for survey templates. To create an NPS survey, select “Customer Loyalty”. This is HubSpot’s specific template for Net Promoter Score. Mastering the HubSpot NPS Form: Your Ultimate Guide to Customer Loyalty

3. Picking a Delivery Method

Next, you’ll decide how you want to send your survey. HubSpot usually gives you two main options:

Email Survey: This is often recommended because you can send it directly to your customer lists and target specific groups. It’s great for regular check-ins.
Web Page Survey: You can embed this on your website, perhaps on a “thank you” page after a purchase or in a customer dashboard.

For most ongoing NPS tracking, email surveys are a popular choice.

4. Customizing Your Survey Details

Now comes the fun part – making it your own!

Language: Choose the language for your survey.
Company Info: Make sure your company name, “From name,” and “From address” are correct. It’s a good idea to use a branded domain here for better response rates, rather than a generic HubSpot email.
Subject Line & Greeting: While the core NPS question “How likely are you to recommend?” is standardized and you can’t change it, you can customize the subject line and the greeting message. This is your chance to add your brand’s voice and personalize it. I often suggest adding a personalization token, like the customer’s first name, to the subject line to grab their attention.
Theme and Branding: You can upload your logo and adjust the colors to match your brand’s look and feel. This makes the survey feel cohesive with your brand experience.

5. Tailoring Follow-Up Questions This is HUGE!

This is where you get the why behind the score, and it’s a critical part of getting actionable feedback. After a customer gives a score 0-10, HubSpot lets you ask a follow-up question based on their category:

Detractors 0-6: These are your unhappy customers. You’ll want to ask something like, “What could we have done better?” or “What was missing from your experience?” The goal here is to understand their pain points so you can address them.
Passives 7-8: These customers are satisfied but not thrilled. They’re vulnerable to competitors. Ask something like, “What would it take to make your experience even better?” You’re looking for areas to convert them into Promoters.
Promoters 9-10: These are your loyal enthusiasts! Ask, “What did you love most about your experience?” or “What made you give us a high score?” This feedback is golden for understanding your strengths and getting testimonials.

Don’t skip this step! The qualitative feedback from these open-ended questions is just as valuable, if not more, than the score itself. Mastering NPS with HubSpot: Your Ultimate Guide

6. Setting Up the Thank You Message

After someone completes the survey, they’ll see a thank you page. Customize this with a friendly message and perhaps your logo. A little appreciation goes a long way!

7. Defining Your Recipients and Schedule

Who gets the survey and when? This is super important for getting meaningful results.

Who: You can choose to send to a static list of contacts, or set criteria based on contact properties. A common best practice is to send to customers who “became a customer” more than 30 days ago, ensuring they’ve had enough time to experience your product or service.
When: You can send it immediately when criteria are met, or after a specified delay.
Frequency: Decide if it’s a one-off survey good for specific events or new product launches or a recurring survey essential for tracking trends in customer sentiment over time. For most businesses, setting up recurring surveys e.g., quarterly is the way to go.

8. Automating Actions The Real Power of Hubspot NPS

This is where HubSpot truly shines! You can set up workflows to automatically take action based on survey responses.

Notifications: Get an instant alert when a new response comes in, especially for Detractors. You can even set it up to only notify you if they leave a comment.
Reminder Emails: Automatically send reminders to contacts who haven’t completed the survey after a few days.
Follow-Up Tasks:
- Detractors: Automatically create a task for a customer service rep or account manager to reach out personally and address their concerns. This “closing the loop” is crucial for preventing churn and potentially turning them around.
- Passives: Trigger an email asking for more specific feedback or offering resources that might improve their experience.
- Promoters: Send an automated thank-you email, ask for a review, or encourage them to join a loyalty program.

By automating these follow-ups, you ensure that no feedback falls through the cracks and that you’re consistently engaging with your customers in a meaningful way.

Can You Send Emails to Non-Marketing Contacts in HubSpot? Absolutely, you can definitely send emails to non-marketing contacts in HubSpot, but here’s the kicker: it’s not quite the same as sending out your usual marketing blast. You’ll need to approach it differently, primarily using one-to-one communication or specific transactional emails, and there are some crucial distinctions to get your head around, especially when it comes to legal compliance. Think of it like this: HubSpot wants to help you manage all your contacts efficiently without forcing you to pay for every single person in your database if you’re not actively marketing to them. So, understanding the difference between marketing and non-marketing contacts isn’t just a technical detail; it’s key to staying compliant and keeping your costs in check. Let’s break down how this all works so you can communicate effectively and ethically with every contact in your HubSpot portal.

Calculating Your NPS Score: The Simple Math

The NPS score calculation itself is pretty simple, even if math isn’t your favorite subject. HubSpot typically handles the calculation for you in its reports, but it’s good to know how it works.

Here’s the breakdown of how to calculate NPS:

Categorize Your Customers:
- Promoters: Those who responded with a 9 or 10.
- Passives: Those who responded with a 7 or 8.
- Detractors: Those who responded with a 0, 1, 2, 3, 4, 5, or 6.
Calculate Percentages: Figure out the percentage of Promoters and the percentage of Detractors from your total responses. You can ignore the Passives for the final score, but remember they still count towards your total number of respondents.
Apply the Formula:
NPS = % Promoters – % Detractors Mastering Customer Feedback: Your Guide to the HubSpot NPS Tool

So, if you had 60% Promoters, 20% Passives, and 20% Detractors:
NPS = 60% – 20% = 40. Your NPS score Hubspot would be 40.

The score can range from -100 if everyone is a Detractor to +100 if everyone is a Promoter.

Interpreting Your Hubspot NPS Results: What Do the Numbers Mean?

Once you have your NPS score, what do you do with it? First, don’t panic if your first score isn’t a perfect 100 – very few companies achieve that! The trend over time is often more important than a single absolute score.

Here’s a general idea of what different NPS scores might indicate: N8n HubSpot Connection: Your Ultimate Guide to Seamless Automation

+50 or Higher: Excellent! This is typically considered fantastic and shows high customer satisfaction and loyalty. Keep up the great work!
+30 to +50: Good. Your customers are generally happy, but there’s room to improve and convert more Passives into Promoters.
0 to +30: Decent. You’ve got a fair number of neutral customers Passives and some Detractors. This is a critical zone for identifying issues and improving the customer experience.
0 or Below: Cause for Concern. A score this low means a significant portion of your customers are unhappy, and you need to act fast to address their concerns to prevent churn and negative word-of-mouth.

It’s also super important to compare your score to industry benchmarks. What’s “good” for a grocery store might be different from a health insurance company. For example, Tesla boasts a high NPS of 97, which is pretty rare! HubSpot itself has an NPS of 35, with 56% Promoters. Use these benchmarks as a guide, but always focus on your growth and improvement over time.

HubSpot’s reporting dashboard lets you visualize your NPS score over time and see the breakdown of Promoters, Passives, and Detractors. This helps you quickly spot trends and understand if your efforts to improve the customer experience are working. You can even filter the data by different segments like customer age, location, or product line to dig deeper into specific issues.

Turning NPS Feedback into Actionable Improvements

Getting the score is just the beginning. The real value of the HubSpot NPS tool comes from taking action on the feedback you receive.

1. Close the Loop with Detractors

This is probably the most critical step. When a customer is unhappy, they expect you to respond. Thanks to HubSpot’s automation, you can immediately create a ticket and assign it to a team member to reach out to Detractors. A personal touch can sometimes turn a negative experience into a positive one, showing the customer you care and are listening. Ask them directly what went wrong and what you can do to make it right. Remember, handling Detractors well can prevent them from damaging your reputation. Why HubSpot for Newsletters?

2. Engage Your Passives

These customers are on the fence. They could become Promoters with a little nudge, or easily switch to a competitor. Use their feedback to identify minor improvements that could elevate their experience. Maybe it’s a small tweak to your product, better onboarding, or more proactive support. Engage them with targeted content or offers that address their specific “what could be better” comments.

3. Cultivate Your Promoters

Your Promoters are your biggest advocates. Don’t take them for granted!

Say Thank You: A simple, personalized thank-you message goes a long way.
Ask for Reviews & Testimonials: They’re already happy, so they’re likely willing to share their positive experiences on review sites or provide testimonials. HubSpot can help automate these requests.
Referral Programs: Invite them to join a referral program to incentivize them to bring in new business.
Engage Them: Keep them informed about new features, exclusive content, or early access programs. Make them feel like VIPs.

4. Analyze Trends and Make Systemic Changes

Beyond individual follow-ups, look for patterns in the qualitative feedback across all categories. Are multiple Detractors complaining about the same bug? Are many Passives mentioning a missing feature? Are Promoters consistently praising a specific aspect of your customer service?

Use HubSpot’s analytics to:

Identify common themes: Tag customer comments to categorize recurring issues or positive feedback.
Track changes over time: See if your NPS score improves after implementing specific changes.
Segment data: Understand if NPS varies by product, service, customer segment, or even the team member they interacted with.

This data-driven approach helps you make informed decisions, prioritize improvements, and ensure your entire organization is focused on enhancing the customer experience. What Exactly is Email Marketing Automation in HubSpot?

Best Practices for Maximizing Your HubSpot NPS Survey

To get the most out of your HubSpot NPS survey, keep these best practices in mind:

Timing is Everything: Send surveys at relevant points in the customer journey. For example, after a significant purchase, after a customer support interaction, or after a certain period of using your product. Don’t wait too long, or the experience won’t be fresh in their minds.
Keep it Short & Simple: The beauty of NPS is its simplicity. Stick to the core question and concise follow-ups.
Be Specific: If you’re asking about a specific product or service, mention it clearly in the survey introduction.
Use Automation Wisely: Leverage HubSpot’s workflows to automate sending, reminders, and follow-up actions, but always aim for a personalized touch in your messages.
Integrate with Your CRM: Ensure your NPS data is seamlessly flowing into HubSpot CRM. This allows your sales and service teams to have a complete view of each customer, making their interactions more informed and effective.
Act on Feedback Consistently: The biggest mistake you can make is collecting feedback and doing nothing with it. Make sure there’s a clear process for reviewing responses and taking action.
Educate Your Team: Ensure everyone in your company understands what NPS is, why it’s important, and how their role impacts the customer experience. This fosters a customer-centric culture.
Don’t Use it for Performance Reviews: While NPS is a great indicator of customer sentiment, it shouldn’t be used as a direct performance metric for individual employees. This can lead to manipulation rather than genuine improvement.

FAQs About the HubSpot NPS Calculator

What is a good NPS score in HubSpot?

A “good” NPS score can vary significantly by industry. However, generally speaking, a score above 0 is considered good, above 20 is great, above 50 is excellent, and anything above 70 is often considered “world-class.” It’s crucial to research average NPS scores for your specific industry to set realistic benchmarks and compare your performance against competitors.

Digital Marketing HubSpot Blog: Your Ultimate Guide to Online Growth

How do I create an NPS survey in HubSpot?

To create an NPS survey in HubSpot, you’ll go to Service > Feedback Surveys in your HubSpot account. Then, click “Create Survey” and choose the “Customer Loyalty” template. From there, you’ll customize the survey details, set up follow-up questions for Promoters, Passives, and Detractors, choose your recipients, and define the delivery schedule email or web page.

What is the difference between Promoters, Passives, and Detractors?

Customers are categorized based on their response to the “likelihood to recommend” question:

Promoters score 9-10 are loyal enthusiasts who will keep buying and refer others, fueling growth.
Passives score 7-8 are satisfied but unenthusiastic customers who are vulnerable to competitive offerings.
Detractors score 0-6 are unhappy customers who can damage your brand and impede growth through negative word-of-mouth.

Can I automate actions based on NPS scores in HubSpot?

Absolutely! This is one of the most powerful features of the HubSpot NPS tool. You can set up workflows to automatically send notifications to your team for low scores, create support tickets for Detractors, send personalized thank-you emails to Promoters, or trigger follow-up actions for Passives, all based on their survey responses. This helps ensure timely and relevant engagement with every customer.

How often should I send an NPS survey through HubSpot?

For general customer loyalty, a good rule of thumb is to send NPS surveys once a quarter, or every 90 days. This allows you to track trends in customer sentiment over time without over-surveying your audience. However, you might also send event-triggered surveys e.g., after a significant purchase, a new feature launch, or a customer support interaction to get more specific, in-the-moment feedback.

Is the HubSpot NPS tool available on all HubSpot plans?

The ability to create and manage NPS surveys is typically available with HubSpot Service Hub Professional or Enterprise subscriptions. If you’re on a Starter plan or don’t have Service Hub, you might need to upgrade or consider using a separate integrated NPS tool that syncs with HubSpot. Crafting a Winning Digital Marketing Plan with HubSpot: Your Ultimate Guide

Why is the qualitative feedback comments so important for NPS?

While the numerical NPS score gives you a quick snapshot of customer loyalty, the qualitative feedback the comments customers leave after giving their score provides the “why” behind the number. These comments are invaluable for identifying specific pain points, understanding what your customers love, and pinpointing actionable areas for improvement in your products, services, or overall customer experience.

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