How to analyse responses to a your customer loyalty survey

Customer loyalty surveys like NPS (Net Promoter Score) or customer satisfaction questionnaires are great for getting insights—but only if you know how to read the results. Here’s a simple, effective approach to analysing your survey responses in HubSpot (or any CRM tool).

1) Start with the Score

For NPS surveys, you’ll see a number between 0 and 10. Customers fall into three groups:

Promoters (9–10) – Loyal fans who are likely to recommend you
Passives (7–8) – Satisfied but not enthusiastic
Detractors (0–6) – Unhappy customers who could churn or damage your brand

To calculate your NPS:

% of Promoters – % of Detractors = NPS Score

👉 Aim for anything above 30; over 50 is excellent.

2) Segment Your Results

Your average score only tells part of the story. Segment your responses to uncover patterns. For example:

New vs. long-term customers
By product or service line
By support agent or team
By customer type (e.g. industry, company size)

💡 Pro tip: Use HubSpot’s filtering or custom reports to break down responses by contact properties or ticket history.

3) Dig Into the Comments

Don’t skip the written feedback—it’s where the real insights live. Look for:

Common themes: Are people frustrated about response times? Or loving your onboarding?
Language clues: Happy customers use emotional, positive language. Unhappy ones are often direct and specific.
Actionable suggestions: Comments often point to things you can fix quickly.

💡 Pro tip: Tag feedback into categories (e.g. pricing, support, product) to track trends over time.

4) Spot High-Risk Accounts

Detractors aren’t just a low score—they’re a red flag. Follow up directly, especially if they’re a high-value customer. Create a ticket or assign a task in HubSpot so someone takes action fast.

💡 Pro tip: Automate this follow-up with workflows so no response falls through the cracks.

5) Turn Promoters into Advocates

Promoters are your secret weapon. Reach out to thank them, ask for a review or case study, or invite them to join a referral programme.

💡 Pro tip: Create a list of promoters in HubSpot and nurture them with tailored content or exclusive offers.

6) Track Progress Over Time

One-off surveys give you a snapshot—ongoing surveys show the trend. Set a regular cadence (monthly or quarterly) and watch how your score changes over time.

💡 Pro tip: Use a dashboard in HubSpot to visualise your NPS trend, segment performance, and top feedback themes in one place.

Final Thought

A customer loyalty survey is only as valuable as what you do with it. Don’t just look at the numbers—connect the dots, act on insights, and keep your customers at the heart of what you do.

Need help setting up reports or follow-up workflows in HubSpot? We’d love to help. 🚀