“A satisfied customer is the best business strategy of all.”  — Michael LeBoeuf

Do you agree that customers are super important for a business, and if they're happy, the business does well?

Well, a Zendesk report says 75% of people are willing to spend more money on products or services that give them a great experience.

This is especially true for the software industry (SaaS), where every company wants to beat the top competitors. So, having satisfied customers is everything in this context.

Just think about what happens if one of the customers gives your business a bad review. You won't believe it, but there's a 50% chance they might switch to a competitor. That's a huge impact!

Thus, analyzing customer feedback at different stages of your business growth is important. To do this, we recommend using an efficient tool – HubSpot Customer Feedback Survey Tool!

It can create a survey, collect customer feedback, and analyze insights to improve the customer experience. Let's learn everything about the HubSpot feedback survey software!

What is the HubSpot Customer Feedback Survey Tool?

HubSpot's Customer Feedback Survey software helps you create surveys to ask customers what they think. You can send these surveys through emails, web links, or even those friendly chatbots on websites.

This tool allows you to create custom surveys or choose from pre-built standard surveys. It further helps you to share the feedback reports with your sales team and analyze the insights to make your marketing even more efficient.

Let's get through the benefits of this tool and later understand its usage.

Getting Started with HubSpot Customer Survey Software

HubSpot is a well-known platform for managing customer relationships. It has different tools for marketing, sales, and customer service. One of these tools is the Customer Feedback Survey Software, designed to improve customer service.

Before we dive into this tool, let's follow some easy steps to get into your HubSpot account.

  • Log in to your HubSpot account.
  • Go to the HubSpot Dashboard.
  • Under the Services menu, find “Feedback Surveys” and click on it.

Now, let's take a closer look at each step:

  • Creating surveys
  • Analyzing feedback
  • Sharing reports

Step 1: Create Customer Surveys

A customer survey is a method of collecting feedback from your customers. The goal of a customer survey is to collect information that helps businesses understand customer satisfaction, identify areas for improvement, and make data-driven decisions to enhance customer experience.

It may contain a set of questions, star ratings, radio buttons or checkboxes. HubSpot allows you to create surveys in 2 ways.

1. Custom Survey

With HubSpot, you can build your own survey. You can add survey questions, emoticons, checkboxes or rating types to gain customer feedback. 

  • On the top right corner of the Feedback Surveys page, you will notice a “Create Survey” button. Click on it. 
  • Select “Custom Surveys” and click “Next” to start creating a survey. 
  • Choose a delivery method, either email or a sharable link, and click Create.
  • You'll notice 5 tabs: Email, Survey, Thank You, Recipients, and Automation
  • Customize each of these tabs one by one:
Set up your email

Fill in the details like company name, subject line, and email body and customize the appearance of your email by adding images, text or colours. 

Build your survey

Create and design your survey by choosing various question types, including rating, sentiment, radio, checkbox, etc. You can add a feedback property to each question in order to link answers to your contacts. 

Customize your thank you message

Share a note of appreciation with your customer. Customize the message with a personalized touch and let the customers know the value of their feedback. 

Add recipients

Choose whom to send the survey and when to send it. Set the criteria for the eligibility of customers to receive the feedback survey.  You can start building the property from scratch or import the contacts from static lists. 

Automate your surveys

Add NPS or CSAT questions to automate your surveys. It allows you to trigger follow-up actions when a customer submits the feedback.

  • Once you've created the custom survey, you can review it to ensure your customization is in place and then publish it. 

Please Note: 

If you've selected the delivery method as a shareable link, you'll see only 4 tabs for customization, Survey, Options, Thank you, Automation. The Options tab will ask you for different inputs; the other three tabs remain similar as described above. 

Customizing “Options” allows you to ask a simple question to receive a better response rate.

  • Select the “Survey Language” from the dropdown menuChoose the company name

  • Choose the company name
  • Expand “Themes” to choose the colours

2. Pre-defined Industry Standard Surveys

HubSpot lets you create the Standard Surveys, including CES, CSAT and NPA. Let's understand what they are and how they appear in HubSpot. 

CES (Customer Effort Score) Survey 

Customer Effort Score (CES) is a metric used to measure the ease with which customers can buy a product, avail a service, resolve their queries or interact with the company. These are sent after the resolution of a ticket.


CES impacts customer satisfaction and relationship with a business to a great extent.

An unsatisfied customer can demote the brand value by speaking negatively about the company. Thus, providing better customer support and quick resolution of their issues is always advised. 

For Example: How easy was it to connect with webdew experts?

With the HubSpot Customer Feedback Survey tool, you can create a CES survey by following the steps below: 

  • Customize the survey
  • Set follow-up questions based on customer feedback
  • Link the survey to your ticket pipeline and send it after the ticket has been resolved
  • Automate tasks like sending an email or setting the task
  • Analyse customer responses using the charts and graphs
CSAT (Customer Satisfaction) Survey 

Customer Satisfaction (CSAT) survey is a metric for assessing customers' overall satisfaction.

A CSAT survey aims to measure how content or discontent customers are with their experiences. It involves asking customers to rate their satisfaction on a scale.


For example: How satisfied are you with your experience with Hubdew marketing services?

With the HubSpot Customer Feedback Survey tool, you can share a CSAT survey via email, web page or chat. 

NPS (Net Promoter Score) 

Net Promoter Score (NPS) is used for measuring customer loyalty. Respondents provide a rating on a scale from 0 to 10 based on their likelihood to recommend. Scores are categorized into three groups:

  • Promoters (9-10): Customers who are highly satisfied and likely to recommend the company.
  • Passives (7-8): Customers who are satisfied but may not actively promote the company.
  • Detractors (0-6): Customers who are dissatisfied and may spread negative

The Net Promoter Score is calculated by subtracting the Detractors (%) from the Promoters (%).

Businesses use NPS insights to make strategic decisions for improving products, services, and overall customer experience.

With the HubSpot Customer Feedback Survey tool, you can create and share the NPS survey via email or web page.  

Step 2: Analyze Feedback Survey Data

Now that you've successfully created and conducted a Customer survey, it's time to analyze the survey results.

Key Features of HubSpot Reports:

  • Easy-to-understand charts and graphs
  • Powerful segmentation features to dissect your feedback data
  • Automated email responses for certain feedback categories

HubSpot allows you to track customer feedback performance with its pre-built collective feedback reports or by analyzing individual reports.

1. Collective Feedback Report

To analyze the collective feedback report, navigate the Reporting dropdown menu.  

2. Individual Survey Report

To analyze the individual survey report, follow the steps below: 

  • Hover over the survey you want to analyze. 
  • Click on the Actions dropdown menu and select Details
  • The details page will breakdown into Responses and Analyze tabs. 

The Responses tab lets you see the overall feedback you've received for the survey. Select the date range to check the response over a particular period of time. You can also add filters to see the detailed responses. 

You can browse through various properties to check the responses against the properties.

Click the Edit columns and select the checkboxes or drag the properties to view your responses. 


The Analyze tab lets you view the summary and chart of your feedback metrics. You can analyze different reports for different survey types.

For email surveys, the report will display the following parameters:

  • Sent
  • Delivered
  • Opened
  • Responses
  • Responses with comments 

For web surveys, the report will display the following parameters:

  • Total Views
  • Responses
  • Responses with comments 

Step 3: Export and Share Survey Report

With HubSpot you can Save or Export the individual survey report and share it with your team. Based on the customer insights, your marketing team can devise or improvise strategies to enhance customer experience. 


By following these step-by-step instructions, you'll optimize the power of the customer feedback platform for data-driven decision-making and enhanced customer satisfaction.

Benefits of HubSpot Customer Feedback Survey Tool

Acquire valuable customer insights and enhance your customer connections using the HubSpot Customer Feedback Survey Tool!

This tool offers online survey templates for gathering customer feedback, such as NPS (Net Promoter Score), CSAT, CES, and custom surveys. 

Let's take a closer look at the three main advantages of the HubSpot Customer Feedback Survey tool.

1. Tells what exactly customers think 

Whether a business is small or large, it's crucial for all to gather customer feedback about their products or services.

The HubSpot Customer Feedback Survey software allows you to generate personalized surveys and collect customer feedback. It provides customizable templates for creating surveys, which can be sent to contacts via marketing emails or web links.

Once you receive the feedback, you can share it with your team to monitor, analyze, and comprehend the customer behaviour towards your business. This, in turn, assists in developing an action plan to strengthen your customer relationships.

2. Measures customer loyalty

Who doesn't want to retain customers for the long term?  A loyal customer not only makes purchases from you but also becomes a promoter of your brand.

However, is there a method for measuring customer loyalty? Indeed, you can measure this crucial yet intangible factor – Customer Loyalty.

With HubSpot's all-in-one survey software, you can launch built-in surveys such as NPS, CES, and CSAT to assess customer loyalty.

3. Provides growth opportunities 

Customers are more than just sales figures; they are integral to your business.

Imagine this scenario: among 10 feedback responses, what if there are 9 positive ones and 1 negative comment? Which one would stick in your memory? A negative feedback, right?

Businesses tend to pay attention to negative feedback and strive to enhance the customer experience. With the HubSpot tool, you can track customer feedback and identify opportunities to develop strategies for delivering a better experience!

Now, let's learn how to use this customer feedback survey software!

7 Tips to Design Effective Feedback Surveys 

Gain valuable insights and enhance your customer engagement by designing effective feedback surveys with the HubSpot Feedback Surveys Tool.

Here are some tips for designing the best survey:

  • Define Your Objectives: Begin by setting clear objectives for your survey. Understand what information or feedback you're seeking.
  • Select Question Types: Choose question types (multiple-choice, rating scales, and open-ended questions) that align with your goals.
  • Craft Relevant Questions: Craft your questions with precision. Ensure they are clear, concise, and directly related to your objectives. 
  • Sequence Questions Logically: Consider the flow of your survey. Place questions logically, starting with easy queries and progressing to complex ones. 
  • Personalize the Survey: Address respondents by name and tailor questions based on past interactions.
  • Brand Your Survey: Customize the survey's appearance to align with your brand. Incorporate your company's logo, colour scheme, and font for a professional touch.
  • Test Your Survey: Before launching, test your survey to ensure functionality and flow. Make sure that questions are error-free and logic paths work as intended.

Following these tips, you'll craft surveys that resonate with your audience and build a connection. Your surveys will become a way to understand your customers' needs, desires, and sentiments.

How would you rate the Survey Tool?

With this article, we've explored the inbuilt Customer Feedback Survey Tool offered by HubSpot. It emerges as a powerful and versatile tool for businesses seeking to enhance customer satisfaction. With its user-friendly interface, this software ensures effortless creation and deployment of surveys.

So, what are you waiting for? Start crafting surveys, analyzing customer feedback, and exploring the full potential of this tool to its maximum capabilities.

If you've already initiated using this tool, let us know your feedback in the comments.

For any further assistance with HubSpot services, feel free to contact us!

Frequently Asked Questions

A customer feedback tool is software designed to gather and analyze feedback from customers about their experiences with a product, service, or company.

It enables businesses to collect valuable insights, opinions, and suggestions from customers, helping them understand satisfaction levels and areas for improvement.

These tools often involve surveys, feedback forms, and analytics to provide actionable information for enhancing customer experience and building stronger relationships with the customer base.

The four main types of customer satisfaction surveys are:

  • Transactional Surveys: Gathers feedback after a specific interaction
  • Relational Surveys: Assess long-term relationships
  • CSAT (Customer Satisfaction Score): Measures overall satisfaction with a product or service
  • NPS (Net Promoter Score): Measures customer loyalty and likelihood to recommend

Each type serves a unique purpose in helping businesses understand and improve customer satisfaction levels across different aspects of their interactions.

The 3 C's of customer satisfaction are Consistency, Communication, and Care.

  • Consistency involves delivering reliable service, and ensuring a uniform experience.
  • Communication focuses on clear and open interaction, keeping customers informed and engaged.
  • Care signifies a genuine concern for customer needs, going beyond expectations to address concerns and create a positive experience.

Measuring customer feedback involves several methods. Surveys with rating scales, such as CSAT and NPS, are common for quantifying satisfaction. Online reviews and social media monitoring help understand customer sentiments.

Analyzing interactions with customer support and employing feedback forms on websites or products also capture valuable insights.

By combining these approaches, businesses gain a comprehensive understanding of customer experiences, allowing them to make informed decisions for continuous improvement.