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How to collect customer feedback using HubSpot surveys

Use HubSpot surveys to gather actionable customer feedback across every stage of the journey—from post-ticket CSAT to long-term NPS.

Collecting customer feedback is essential for improving service, strengthening relationships, and identifying areas for growth. HubSpot Service Hub gives you built-in tools to gather and act on feedback at every stage of the customer journey.

In this guide, we’ll walk you through how to set up surveys in HubSpot, the types of surveys available, and best practices for using them effectively.

 

Why Feedback Matters

Customer feedback gives you real insights into how your clients feel about your service. Whether it’s praise or a pain point, every response helps you:

  • Improve your processes and support
  • Reduce churn
  • Boost customer satisfaction (and NPS)
  • Identify advocates and at-risk accounts

 

Types of Surveys in HubSpot

HubSpot makes it easy to collect feedback using four built-in survey types:

1) Customer Satisfaction (CSAT)

  • Simple 1–5 rating scale after a support interaction
  • Measures how happy customers are with a specific experience

2) Customer Support (Post-Ticket)

  • Triggered automatically after a ticket is closed
  • Focuses on the service received and the support team’s performance

3) Net Promoter Score® (NPS)

  • Asks how likely a customer is to recommend your business on a 0–10 scale
  • Great for tracking long-term brand sentiment

4) Customer Effort Score (CES)

  • Measures how easy it was for a customer to resolve their issue
  • Helps uncover friction in your support process

💡Pro Tip: Use NPS to get a high-level view of loyalty, and CSAT or CES for more targeted feedback on day-to-day interactions.

 

How to Set Up a Feedback Survey in HubSpot

  1. Go to Service > Feedback Surveys

  2. Click Create survey

  3. Choose the survey type (CSAT, NPS, CES, etc.)

  4. Select how the survey will be delivered:
    1. Email (most common)
    2. On your website (e.g. after using live chat or a knowledge base)
  5. Customise your questions and thank-you message
  6. Set audience rules:
    1. Who should receive the survey (e.g. ticket closed in last 24 hours)
    2. How often they can be surveyed (e.g. once every 30 days)
  7. Review and publish

💡Pro Tip: Keep your surveys short, simple, and to the point. One or two questions is usually enough.

 

How to Use and Analyse Feedback

All survey responses are automatically saved to the contact record and can be viewed in:

  • The Feedback Dashboard (for summary reports)
  • The Contact Timeline (to view individual feedback)
  • Custom reports (to track trends across teams or time)

Use filters to segment responses (e.g. by region, lifecycle stage, or service rep) and spot recurring issues.

 

Follow Up on Feedback

Collecting feedback is only part of the job—following up is where the real value lies.

  • For negative feedback, create an internal task or ticket to investigate and respond quickly
  • For positive feedback, ask for reviews, referrals or testimonials
  • Use automation to trigger next steps (e.g. follow-up emails or internal alerts)

💡Pro Tip: Set up a workflow to automatically notify managers when feedback scores fall below a certain threshold.

 

In Summary

HubSpot’s feedback tools help you listen, learn, and improve—without needing external survey tools. By choosing the right survey at the right time and acting on what you hear, you can build better experiences and more loyal customers.