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Using HubSpot Surveys to Improve Your Business

Posted by Elliott Sitkins
on September 19, 2023

The first online surveys were created in the 1980s but did not truly take off until the 1990s, as the popularity and reliability of the Internet began to increase. 


Today they are a mainstay to help business owners and marketers understand their customers and provide valuable data, allowing companies to make informed business decisions. 


HubSpot, a popular CRM (Customer Relationship Management) platform, offers a variety of survey options to help businesses gather customer feedback and improve their operations. 


This article will discuss HubSpot survey options and their benefits and explain how to create and analyze a survey utilizing HubSpot's tools.


Survey Options 


Key survey options within HubSpot give information that enables businesses to make informed decisions and changes that improve customer satisfaction and drive sales. These options include:


Customer Satisfaction Surveys


HubSpot's customer satisfaction surveys allow business owners to determine how satisfied a customer is with a product, service, or experience. The surveys are sent through email or chat or displayed on web pages with your HubSpot tracking code installed.


A customer feedback survey asks questions such as whether a customer is “unhappy”, “neutral”, or “happy” with their experience. Businesses can then follow up on unhappy customers to make appropriate changes, and contact satisfied customers and request they leave a positive review, or case study to add to your website. 


Sending a customer satisfaction survey and following up after a purchase or use of a service hub enables valuable feedback that will increase the likelihood of additional sales down the road.


Net Promoter Score Survey 


Net Promoter Score (NPS) surveys are essential for business because you can create an incredible online presence through your brand and marketing. Still, if you receive negative customer feedback, it will cost you sales and revenue.


NPS benchmarks determine how likely a customer is to recommend your business to a friend and is utilized to measure, evaluate and improve customer loyalty.


An example of a question businesses ask to determine their NPS is, “On a scale of 1-10, how likely are you to recommend us to a friend?” You then categorize respondents by the following:


  • 0-6 are Detractors: unhappy customers who are unlikely to use your services again and can damage your brand by sharing their negative experiences with others.
  • 7-8 are Passives: they are not included in your NPS score because they are indifferent.
  • 9-10 are Promoters who are enthusiastic and loyal customers that will promote your business to their friends.


Once categorized, subtract the percentage of Detractors from Promotor responses to determine your NPS (score will range from -100 to 100). It is essential to track changes in NPS to identify risks of losing business and identify success when changes are made.


To improve business processes, Passives and Detractors can be provided additional feedback surveys or even offer free trials to help improve their outlook on your business, while promoters can be offered referral commission to promote your product, or participate in case studies and public reviews that help build trust for your company. 


Market Research Survey 


Market research is essential to the success of businesses today. You need to know who buys your product and what influences their purchasing decisions. Without proper analysis, you may be spending valuable time and resources marketing in the wrong places or targeting the wrong audience.


HubSpot has excellent resources to help guide you through the process and will enable revenue growth and conversion success for your company.


Benefits of Using Surveys 


There are many benefits to utilizing an existing or custom survey through HubSpot. These advantages include the following:


Increased Customer Engagement and Satisfaction


Surveys demonstrate to your customers that you value their feedback and are committed to improving their experience. This commitment results in increased customer engagement and loyalty and can be the difference in whether or not they become a return customer.


Better Understanding of Your Target Audience and Their Preferences


Surveys provide valuable data that helps you to understand your audience's interests and preferences. Utilizing survey responses will inform your business decisions, help you create better products and services, and guide your marketing efforts.


Ability to Make Data-Driven Decisions


Surveys provide quantitative data that is analyzed and used to make informed business decisions. Quality data helps avoid making assumptions about customers and instead rely on data to guide your choices.


There are even options to create custom feedback surveys that ask questions specific to your marketing efforts and products and services to help streamline and enhance your efforts.


Streamlined Process for Creating and Distributing Surveys


A significant deterrent to creating and managing survey responses is the belief that it takes a lot of time and resources. With HubSpot's feedback surveys, this is not the case.


HubSpot’s streamlined process makes it easy to create and distribute surveys to your target audiences and get the information you seek back to you in an easy-to-utilize format. Our process saves you time and resources and ensures that your surveys reach the right people and give you the correct information.


Best Survey Creation Tools 


HubSpot offers a variety of survey tools to help companies create and disperse surveys, then use their responses to better their business. These tools include:


HubSpot Service Hub


HubSpot Service Hub is an excellent tool for businesses. Their free tools include ticketing, team email, live chat, email templates, calling, ticket creation bots, meeting scheduling, and reporting. However, if you want to utilize HubSpot’s customer feedback surveys, you must purchase a premium professional account.


The professional account gives you access to an incredible knowledge base, customer feedback surveys, and customer service automation.


In your HubSpot account, you navigate to feedback surveys, where you have the option to create, clone, or edit a survey. For example, if you are looking to determine whether a customer is happy, offer a feedback question that asks whether a customer is "unhappy", "neutral", or "happy." You can also include a follow-up question that asks why a customer provided the feedback they did.


We make it easy to post to a web page, a chat, or send to email recipients from recent purchases. The responses can then be easily viewed and filtered by date range and response type to allow you to analyze your available data efficiently.


SurveyMonkey Integrated with HubSpot (best inexpensive) 


HubSpot integrated with SurveyMonkey offers a robust and cost-effective solution for businesses to create, manage surveys, and analyze data from customer feedback.


Surveys are created within SurveyMonkey's interface and sent to your contacts through your HubSpot account. Responses are then automatically collected and synced to HubSpot, where you can segment contacts based on their answers and further personalize your communications.


Through proper analysis, these two tools help identify trends, understand customer behaviors, and make data-driven decisions to improve your marketing efforts and increase your revenue.


Additional Survey Options


While SurveyMonkey has one of the smoothest integrations with HubSpot without high costs, we also can integrate with the following survey apps as well:


  • Survicate
  • SurveySparrow
  • Paperform
  • Delighted
  • InMoment (formerly Wootric)
  • AskNicely
  • Survey Kiwi
  • SurveySensum
  • Trustmary
  • Simplesat
  • SurveyOL Survey Tool
  • Zonka Feedback
  • Refiner
  • QuestionPro
  • CustomerGauge


Analyzing Survey Results


Properly analyzing results is a critical step in using surveys to improve your business. You can send out endless surveys, but if you do not correctly analyze your collected responses, you miss out on insights that will help you make informed decisions. Key elements to create actionable data include:


Ensure Data is Clean and Organized 


Before data analysis starts, it is essential to ensure your data is clean and organized. This process includes checking and removing duplicate responses, correcting errors, and structuring your data to make it easy to work with.


Identify Key Metrics 


Key metrics are critical to guide your analysis and identify areas for improvement. Some excellent metrics for measuring the customer experience include:


Net Promoter Score (NPS) measures customer loyalty and how likely they are to continue utilizing your goods and services and recommend them to others.


Customer Effort Score (CES) asks for feedback on a single customer experience. For example, how easy or difficult it was to solve an issue with your team.


Customer Satisfaction Score (CSAT) asks customers to rate how satisfied they are with their experience.


Utilizing these metrics will allow for a comprehensive understanding of your clients and will guide efforts to make them happy and increase your revenue.


Segment Data (by demographics, location, or customer type). 


Segmenting data allows you to understand how different groups responded and helps identify patterns and trends to guide future decision-making. Data is typically segmented by demographics, location, and customer type.


Look for Patterns and Trends 


Pattern and trend identification is essential. Some great themes include response rate trends and whether there are changes in your NPS, CES, and CSAT scores so that you can take measures immediately.


In addition, utilizing visualization tools, such as charts and graphs, to visualize your data will help you more quickly identify these trends.


Compare Results to Benchmarks 


Comparing your survey results to industry benchmarks or previous results will help you understand how you perform compared to others in your industry or how your results have changed over time.


For example, a good CSAT score is typically between 75-85 but varies depending on your industry.


Identify Areas for Improvement 


Utilize your analysis to identify areas for improvement within your operations, products, and services. Highlights gained from survey results will help guide changes that improve your customer's experience.


Utilize HubSpot Surveys to improve your business today!


HubSpot's survey platform offers key survey options focusing on direct customer feedback, such as customer satisfaction, Net Promoter Score, and market research.


These tools will streamline your process for creating and distributing surveys, keep your customers engaged, and increase their satisfaction while helping you better understand your target audience and their preferences.


When used properly, data derived from HubSpot's surveys will allow you to make data-driven decisions that will make your customers happy and improve your business's bottom line.

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