Struggling to really get a grip on how your customers feel? Setting up a HubSpot NPS form is one of the best ways to figure that out, and it’s simpler than you might think. Many businesses, from small startups to large enterprises, rely on Net Promoter Score NPS to measure customer loyalty and satisfaction, and HubSpot’s tools make it incredibly accessible. By the end of this guide, you’ll not only know how to launch your own HubSpot NPS survey but also how to actually use the data to make your customers happier and stick around longer. We’ll cover everything from the basics of what NPS is, to step-by-step setup in HubSpot, interpreting your results, and turning feedback into real business growth. So, let’s get into making your customer relationships stronger!

Table of Contents

What Exactly is NPS and Why Should You Care?

Before we dive into the “how-to” in HubSpot, let’s make sure we’re all on the same page about what Net Promoter Score is and why it’s such a big deal.

The Basics of Net Promoter Score

NPS, or Net Promoter Score, is a pretty straightforward metric that helps you measure customer loyalty. It all boils down to one simple question: “On a scale of 0-10, how likely are you to recommend to a friend or colleague?”. Pretty direct, right?

Based on their answers, your customers fall into one of three categories:

Promoters 9-10: These are your loyal, enthusiastic fans. They’re the ones who will sing your praises to anyone who listens, refer new business, and are likely to stick with you and even increase their purchases over time. Think of them as your brand ambassadors.
Passives 7-8: These customers are generally satisfied, but they’re not super enthusiastic. They’re sort of neutral. they’ll use your product or service but might easily jump ship if a competitor offers something slightly better. They’re not actively disloyal, but they’re not actively promoting you either.
Detractors 0-6: Uh oh, these are your unhappy customers. They’re not just at risk of leaving. they could actively damage your brand through negative word-of-mouth. They might only be sticking around because they haven’t found a better option yet. In fact, they can be responsible for 80% of your negative publicity.

Your actual NPS score is calculated by taking the percentage of Promoters and subtracting the percentage of Detractors. Passives are included in the total number of respondents but don’t directly impact the score itself. The score ranges from -100 if everyone’s a detractor to +100 if everyone’s a promoter. For example, if you have 70% Promoters, 20% Passives, and 10% Detractors, your NPS would be 70% – 10% = 60.

Why NPS is a Game-Changer for Your Business

You might be thinking, “Just one question? How much can that tell me?” Well, a lot, actually! NPS is often called the “gold standard” for customer experience metrics for a reason. Here’s why it’s so important: Mastering NPS with HubSpot: Your Ultimate Guide

It Measures Loyalty, Not Just Satisfaction: Unlike other metrics that measure satisfaction with a single interaction, NPS gets at the overall sentiment and loyalty towards your brand. Loyal customers are more likely to make repeat purchases and stay with your business long-term.
Predicts Growth: Companies with higher NPS scores often see better growth. Bain & Company’s analysis shows that businesses focused on long-term profitable growth tend to have NPS scores twice as high as the average. Higher NPS can even mean lower customer acquisition costs due to more word-of-mouth referrals.
Identifies Areas for Improvement: When you have unhappy customers detractors, their feedback is a goldmine. It pinpoints exactly where you need to improve your products, services, or customer experience. Turning detractors into passives, or even promoters, can significantly streamline your business.
Easy to Understand and Track: The single score makes it easy for everyone in your company, from leadership to frontline staff, to understand customer sentiment. You can track it over time to see if your efforts are making a difference.
Benchmarking Power: You can compare your NPS to industry benchmarks to see how you stack up against competitors. For instance, in 2022, the average NPS for Retail was 50, while Industrial Production was 10. Knowing where you stand can guide your strategy.

Basically, NPS gives you a clear, actionable way to understand how customers truly feel, making it an indispensable tool for anyone looking to build a thriving business.

Getting Started with Your HubSpot NPS Survey

Now that you know why NPS is so vital, let’s talk about how to actually get this set up in HubSpot. HubSpot makes it pretty straightforward, especially with its HubSpot Service Hub.

Accessing the NPS Tool in HubSpot

To kick things off, you’ll need to log into your HubSpot account. The HubSpot NPS tool is typically found within the Service Hub, which is designed for customer service and feedback management.

Here’s where to go: 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.

Navigate to Service: In your HubSpot account, head to the main navigation menu and click on “Service.”
Find Feedback Surveys: From the dropdown, select “Feedback Surveys.”
Create a New Survey: You’ll see an orange “Create survey” button, usually in the upper right-hand corner. Click that!
Choose Customer Loyalty: HubSpot offers different survey types. Scroll down or look for the “Customer loyalty” option, which is for NPS surveys.
Select Delivery Method: Next, you’ll choose how you want to send your survey: either via email or embedded on a webpage. Email is often the go-to for many, but a webpage pop-up can be great for specific interactions.

And just like that, you’ve started creating your HubSpot NPS survey!

Designing Your HubSpot NPS Form: Questions and Customization

While the core NPS question is standardized, HubSpot gives you a good amount of flexibility to tailor the experience around it.

The Core Question

Remember, the main question, “On a scale of 0-10, how likely are you to recommend to a friend or colleague?” is an industry standard and cannot be modified in HubSpot. This consistency is crucial for benchmarking your results against others.

Adding Follow-Up Questions

This is where you get to shine! After a customer gives their score, HubSpot allows you to ask a follow-up question. And here’s the cool part: you can customize this question based on their score.

For Detractors 0-6: You might ask something like, “We’re sorry we missed the mark. What could we have done better?” or “Please tell us more about your experience so we can improve.” This is your chance to understand their pain points and potentially turn things around.
For Passives 7-8: A good question here could be, “What prevented you from giving us a higher score?” or “What’s one thing we could do to make your experience even better?” This helps you identify areas for improvement to push them towards becoming promoters.
For Promoters 9-10: Capitalize on their enthusiasm! Ask, “What did you like most about your experience?” or “What made you rate us so highly?” You can also gently prompt them for a review or testimonial later.

These open-ended questions are where you get the rich, qualitative data that explains why customers feel the way they do. Don’t skip this step! Mastering Customer Feedback: Your Guide to the HubSpot NPS Tool

Branding Your Survey

You’ll want your HubSpot NPS form to look like it belongs to your brand. HubSpot typically allows you to:

Set the survey language: Make sure it’s in the language your customers speak.
Enter your company name: This will appear on the survey.
Customize the theme color: Match it to your brand colors.
Adjust email body copy for email surveys: While the NPS question is fixed, you can customize the intro and greeting in the email to reflect your brand’s voice and tone.
Add your logo: Make it clear who the survey is from.

Making the survey feel cohesive with your brand helps with trust and encourages responses.

Deciding When and How to Send Your Survey

Choosing the right time and method for your HubSpot NPS survey can significantly impact your response rates and the quality of feedback.

Timing is Everything

You don’t want to bombard your customers with surveys, but you also want feedback when their experience is fresh in their minds.

Relational Surveys: These are sent regularly e.g., every 3, 6, or 12 months to gauge overall customer loyalty and sentiment. HubSpot recommends every 3 months, but some find that a bit too frequent, suggesting 6-12 months as a good rhythm. It’s a good idea to send it after a customer has been with you for at least 30-90 days so they’re acquainted with your offerings.
Transactional Surveys: These are triggered after a specific interaction, like a purchase, a customer support ticket closing, or a service completion. The key here is to send it while the experience is still top of mind. For example, a day after an onboarding engagement ends.

HubSpot’s automation features which we’ll get to are fantastic for setting these triggers up, so your surveys go out at the perfect moment without you manually remembering to send them. N8n HubSpot Connection: Your Ultimate Guide to Seamless Automation

Email vs. Website Pop-up Surveys

HubSpot typically offers two main delivery methods for your HubSpot NPS survey:

Email Surveys: These are sent directly to your contacts’ inboxes. They’re great for reaching a broad audience and for relational surveys. You can embed the survey directly into HubSpot emails, which can lead to high completion rates, sometimes up to 83%.
Website Pop-up Surveys: These appear on your website, often triggered by specific page visits or time spent on a page. They can be good for transactional feedback or for capturing feedback from visitors who might not be in your email list yet. You can choose various display positions like a slide-in callout or a dropdown banner.

Think about your audience and the type of feedback you’re trying to get when choosing your delivery method. Often, a combination works best.

Launching Your HubSpot NPS Survey Step-by-Step

Once you’ve got your survey designed and know when and how you want to send it, it’s time to put it into action! HubSpot streamlines this process with its robust automation capabilities.

Setting Up Your Audience and Delivery

In HubSpot, after you’ve designed your survey, you’ll move to the “Recipients” or “Targeting” tab. This is where you tell HubSpot who should get the survey and under what conditions. Why HubSpot for Newsletters?

Define Your Audience: You can use HubSpot’s powerful segmentation tools to select specific contacts. For example, you might want to survey customers who have made a purchase in the last 90 days, or those who have reached a certain stage in their customer lifecycle. You can filter by contact properties, list memberships, or even deal stages.
Set the Enrollment Triggers: This is crucial for automation. You define the criteria that will automatically enroll contacts into the survey workflow. Common triggers include:
- After a purchase: For transactional feedback.
- After a certain time as a customer: For relational feedback e.g., “Became a customer date is more than 30 days ago”.
- After a support ticket closes: To get feedback on their service experience.
Frequency and Delay: For recurring surveys, you can set the frequency e.g., every 6 months and any delays from the trigger event. HubSpot allows you to set up re-enrollment, so customers can receive the survey again after a period.
Testing is Key: Before you unleash your HubSpot NPS survey on your entire customer base, send it to a few test contacts. This helps ensure all the emails, triggers, and logic conditions are working exactly as intended. You want to catch any kinks before they reach real customers.
Activate! Once you’re confident everything is perfect, hit that activate button! Your HubSpot NPS form will now start collecting valuable feedback automatically.

Automation for Continuous Feedback

This is where HubSpot truly shines as an NPS tool. You don’t just send a survey and forget about it. HubSpot allows you to create powerful workflows based on the responses, turning insights into immediate action.

Here’s how you can set up automation based on NPS scores:

Promoters 9-10:
- Send a “Thank You” email: A simple thank you goes a long way.
- Request a review/testimonial: These are your biggest fans, so ask them to share their positive experience on review sites or provide a testimonial for your website.
- Offer a referral incentive: Encourage them to spread the word to their network.
- Add to a “Customer Advocates” list: Keep track of these valuable contacts for future marketing efforts.
Passives 7-8:
- Send a feedback request: Ask them what could be improved to make their experience better. This can be an automated email with a link to a more detailed survey or a prompt for a direct reply.
- Enroll in a re-engagement nurturing sequence: Provide content or offers that might increase their value perception.
Detractors 0-6:
- Trigger an internal notification: Immediately alert a customer service representative or team member e.g., via email, Slack so they can reach out personally. This is crucial for closing the loop quickly and preventing churn.
- Create a support ticket: Automatically generate a ticket in HubSpot’s Service Hub for a representative to address their concerns. This ensures timely follow-up.
- Send an apology email: A personalized email acknowledging their dissatisfaction and explaining that someone will be in touch can go a long way.

By automating these follow-up actions, you ensure that every piece of feedback, whether positive or negative, is acted upon promptly and efficiently. This not only improves customer experience but also saves your team a ton of manual work.

Interpreting Your HubSpot NPS Results

Collecting the data is just the first step. The real magic happens when you understand what your HubSpot NPS score is telling you and use that to make informed decisions. What Exactly is Email Marketing Automation in HubSpot?

Understanding Promoters, Passives, and Detractors

We’ve already touched on these categories, but it’s vital to truly grasp their significance.

Promoters 9-10: These are your growth engines. They’re loyal, enthusiastic, and highly likely to refer others and increase their purchases. Nurturing them is key to sustained business success. Companies with higher NPS often see 2.5 times more revenue growth.
Passives 7-8: They’re satisfied but vulnerable. They won’t actively harm your brand, but they won’t actively promote it either, and they’re open to competitors. Their feedback can often highlight easy wins for improvement.
Detractors 0-6: These are your risk factors. They’re unhappy, prone to churn, and likely to spread negative word-of-mouth. Addressing their issues quickly and effectively can prevent significant brand damage and improve retention.

HubSpot’s reporting dashboard will break down your responses into these categories, often with clear visuals like pie charts, so you can see at a glance how your customers are feeling.

Calculating Your NPS Score and what it means

As mentioned, your NPS score is simple: % Promoters – % Detractors. The score can range from -100 to +100.

So, what’s a “good” NPS score?

Generally, any score above 0 is considered good, as it means you have more promoters than detractors.
A score above 50 is often seen as excellent, and above 70 is outstanding, though these are rare.
Industry benchmarks are crucial for context. For example, the Retail industry had an average NPS of 50 in 2022, while Insurance was 28. Software and online services saw a median NPS of 44, with top performers reaching 68+. Your goal should be to beat your industry average and, more importantly, to consistently improve your own score over time.

HubSpot automatically calculates your overall NPS score and tracks it over time, giving you a clear picture of trends. This is super helpful for seeing if your customer experience initiatives are paying off. Digital Marketing HubSpot Blog: Your Ultimate Guide to Online Growth

Diving into the Feedback: Beyond the Numbers

While the score is a great benchmark, the real gold is in the qualitative feedback from those follow-up questions. HubSpot’s analytics tools allow you to:

View individual responses: Drill down into specific customer feedback, linking it directly to their contact record in your CRM. This helps you understand the context of their score.
Identify trends and common themes: Look for recurring issues or positive comments. You can often use tagging or filter by keywords in HubSpot to group similar feedback, helping you pinpoint root causes behind scores. For example, if many detractors mention “slow customer support,” you know exactly where to focus your efforts.
Segment by customer attributes: HubSpot lets you segment NPS results by various contact properties like geographic location, product/service category, customer type, or even customer lifetime value. This reveals if certain segments are more or less loyal, allowing for targeted improvements.
Track changes over time: Monitor how the breakdown of promoters, passives, and detractors changes after you implement new features or service improvements.

Remember, the NPS score itself is just a number. the feedback tells you the story behind that number.

Actionable Insights: Using Your HubSpot NPS Data

Collecting and interpreting NPS data is powerful, but it’s what you do with it that truly counts. HubSpot’s integration capabilities mean you can move from insight to action seamlessly.

Following Up with Detractors: Turning the Tide

Detractors are your most at-risk customers, but they also represent a huge opportunity for improvement. Quick, empathetic action can turn them around. Crafting a Winning Digital Marketing Plan with HubSpot: Your Ultimate Guide

Prompt Personal Outreach: As we discussed, automate notifications and ticket creation in HubSpot’s Service Hub when a detractor responds. Have a customer service or success representative reach out directly, ideally within 24-48 hours. A simple “I’m sorry you had a negative experience, how can we make it right?” can work wonders.
Address Their Specific Concerns: Use the feedback they provided in the open-ended question to understand their issue. Don’t just apologize. offer solutions or explain how you’ll work to prevent similar problems in the future.
Document and Track: Log all interactions in HubSpot CRM. This helps you track whether the detractor’s sentiment improves over time and prevents other team members from duplicating efforts.

Successfully handling a detractor can sometimes turn them into a loyal customer, simply because they feel heard and valued.

Engaging Promoters: Your Biggest Advocates

Your promoters are already happy, but you can leverage their enthusiasm to fuel your growth.

Send Personalized “Thank You” Notes: A genuine thank you email can reinforce their positive feelings.
Solicit Reviews and Testimonials: These customers are primed to share positive feedback. Use HubSpot automation to ask them for reviews on platforms like Google, Trustpilot, or G2, or to provide a testimonial for your website. You can even offer a small incentive, if appropriate for your business.
Encourage Referrals: Set up a referral program and use your NPS workflow to invite promoters to participate. Word-of-mouth is incredibly powerful, and your promoters are your best source.
Feature Them with permission: Ask promoters if they’d be willing to be featured in a case study or success story. This not only highlights their success but also provides valuable social proof for your business.
Invite to Exclusive Communities: Create a customer community or VIP group for your promoters to deepen their engagement and loyalty.

HubSpot’s email and workflow automation tools are perfect for managing these follow-up sequences efficiently.

Learning from Passives: Opportunities for Improvement

Passives are on the fence. They’re not actively promoting you, but they’re not actively harming you either. This makes them a great group for identifying areas where you can level up your offerings.

Gather More Specific Feedback: Use follow-up surveys or direct outreach to ask passives what could have pushed their score to a 9 or 10. This targeted feedback is invaluable for product development or service enhancements.
Highlight Underutilized Features/Benefits: Perhaps they’re simply not aware of all the value you offer. Use nurturing campaigns to educate them about features they might be missing.
Address Common Themes: If many passives mention similar pain points, prioritize those for improvement. Small changes can often have a big impact on this group.

Connecting NPS with Other HubSpot Data

One of the huge advantages of using a HubSpot NPS tool is its integration with your broader CRM and marketing/sales data. Digital Marketing Manager with HubSpot: Your Ultimate Career Guide

Customer Lifetime Value CLTV: See how NPS correlates with CLTV. Companies with higher NPS often have significantly higher CLTV. This helps you quantify the financial impact of customer loyalty.
Churn Prediction: A drop in NPS or an increase in detractors for a specific customer can be an early warning sign of churn. HubSpot allows you to set up alerts to proactively address these risks.
Marketing and Sales Alignment: Share NPS insights with your marketing and sales teams. Understanding customer sentiment helps marketing craft more effective messaging and sales focus on customer success stories.
Service Performance: Link NPS results to specific service interactions or representatives to identify areas for coaching or celebrating successes within your customer service team.

By integrating this data, you create a holistic view of your customer journey and make truly data-driven decisions across your entire business.

Best Practices for Your HubSpot NPS Strategy

To really get the most out of your HubSpot NPS form and overall strategy, keep these best practices in mind.

Consistency is Key

Don’t just send one survey and forget about it. Regularly collecting NPS feedback allows you to track trends, measure the impact of your initiatives, and continuously improve. HubSpot workflows make this easy to automate.

Integrate with Your Service Hub

The HubSpot Service Hub is designed to work hand-in-hand with NPS. Leveraging features like ticketing, live chat, and knowledge management alongside your surveys ensures you can act on feedback quickly and effectively. If a detractor flags an issue, a ticket can be created instantly, ensuring a rapid response. Supercharge Your Business: Unlocking the Power of HubSpot Marketplace Apps

Don’t Over-Survey

While consistency is important, avoid bombarding your customers. Aim for a sensible cadence e.g., quarterly, bi-annually, or annually for relational surveys and ensure transactional surveys are only sent after relevant interactions. Think about what makes sense for your customer journey.

Close the Loop

This is perhaps the most critical step. It means responding to every piece of feedback, especially negative ones. Letting customers know you’ve heard them and are taking action shows you value their input. HubSpot’s automation and CRM capabilities are invaluable here, enabling you to respond personally and track follow-ups.

Keep it Simple and Specific

The NPS question itself is simple, and your follow-up questions should be too. Don’t ask too many questions or make the process cumbersome. HubSpot’s platform facilitates this by keeping the survey design clean and focused.

Benchmark Against Yourself and Your Industry

Always compare your current NPS to your past scores. Are you improving? Are things getting worse? This internal benchmarking is crucial. Also, keep an eye on industry benchmarks to see how you stack up against competitors. This gives you valuable context and helps you identify areas where you might be lagging or leading.

By implementing these practices, you’ll transform your HubSpot NPS form from a simple data collection tool into a powerful engine for customer-centric growth and loyalty. Mastering HubSpot Marketplace Templates: Your Ultimate Guide

Frequently Asked Questions

What’s the difference between a HubSpot NPS form and a regular survey?

A HubSpot NPS form is a specific type of customer loyalty survey designed to measure a customer’s likelihood to recommend your business using a single, standardized 0-10 scale question. While you can add follow-up questions, the core question and its scoring Promoters, Passives, Detractors are fixed. Regular surveys, on the other hand, can be highly customized with various question types multiple choice, open-ended, etc. to gather feedback on a wide range of topics, without necessarily focusing on a loyalty score. HubSpot’s Service Hub offers both, but the NPS tool is specifically optimized for loyalty measurement and automated follow-ups based on that score.

Can I customize the look and feel of my HubSpot NPS survey?

Yes, absolutely! While the core NPS question cannot be changed, HubSpot allows you to customize several aspects of your HubSpot NPS survey to match your brand. You can set the survey language, enter your company name, adjust the theme colors, and even include your logo. For email-based surveys, you can also customize the introductory text and greeting in the email body. This ensures that the survey feels like a natural extension of your brand experience.

How often should I send out an NPS survey?

The ideal frequency depends on your business and the type of feedback you’re seeking. For relational NPS surveys measuring overall loyalty, a common recommendation is every 3, 6, or 12 months. HubSpot often recommends every 3 months, though some businesses find every 6-12 months more suitable to avoid over-surveying. For transactional NPS surveys measuring satisfaction after a specific interaction, it’s best to send them immediately after the event, while the experience is fresh in the customer’s mind e.g., after a purchase or support interaction. Consistency is more important than extreme frequency, allowing you to track trends effectively. Turbocharging Your Website with HubSpot Marketplace Modules

Is the HubSpot NPS tool available on all HubSpot plans?

The HubSpot NPS tool and feedback surveys are typically available with HubSpot’s Service Hub, specifically at the Professional and Enterprise levels. While some basic survey functionalities might exist on lower tiers, the comprehensive NPS features, including advanced automation, reporting, and integration with the CRM, are generally found in the Service Hub Professional or Enterprise subscriptions. It’s always a good idea to check HubSpot’s official pricing and feature comparison for the most up-to-date information for your specific plan.

How do I share my NPS results with my team?

HubSpot provides a robust reporting dashboard within the Service Hub that collects and visualizes all your HubSpot NPS survey responses. You can easily view your overall NPS score, the breakdown of promoters, passives, and detractors, and even how your scores trend over time. You can also drill down into individual responses and comments. This dashboard can be accessed by any team member with the appropriate HubSpot permissions, making it simple to share insights with customer service, marketing, sales, and leadership teams. You can also set up automated notifications to specific team members when new responses come in, especially for detractors.

Can I segment my customers based on their NPS score in HubSpot?

Yes, this is one of the most powerful features of using HubSpot NPS! HubSpot automatically categorizes your contacts as promoters, passives, or detractors based on their survey responses. You can then use these categories, along with other contact properties, to create segmented lists, filter reports, and trigger specific workflows in HubSpot. This allows you to tailor your communication and actions, for example, sending thank-you emails to promoters, targeted feedback requests to passives, or immediate outreach from customer service to detractors. This segmentation is key to taking actionable steps based on your NPS data.

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Mastering the HubSpot NPS Form: Your Ultimate Guide to Customer Loyalty