Customer feedback surveys in HubSpot collect ratings and comments from customers. The common types are Net Promoter Score (NPS) for loyalty, customer satisfaction (CSAT) for a specific interaction, and customer effort score (CES) for how easy something was.
Each survey type answers a different question. NPS asks how likely a customer is to recommend you, and is usually sent on a schedule to track the relationship over time. CSAT asks how satisfied they were, usually right after a ticket is closed or a project finishes. CES asks how easy it was to get something done, which is useful after support or onboarding. Survey features depend on your Service Hub subscription.
Responses are stored on the contact record, so scores can be used in segments, workflows and reports. That is where most of the value is: a low score can create a task for the account owner, a high score can trigger a review or referral request, and trends can be compared by segment or by support team.
The common failure is not running any surveys at all, so service quality is judged by gut feel or by the loudest complaint. The second is running them without acting on the answers, which teaches customers that feedback goes nowhere and response rates fall.
Start with one survey tied to one moment, such as CSAT after each closed ticket. Route low scores to someone who will follow up within a set time, and review comments monthly for patterns.
Ashgrove Accounting, a fictional bookkeeping firm, had no feedback data and lost two large clients without warning. It started a quarterly NPS survey and a CSAT survey after each closed ticket, with a workflow that alerted the account manager on any low score. Within a year it had caught several at-risk accounts early.
NPS measures overall loyalty by asking how likely a customer is to recommend you. CSAT measures satisfaction with a specific interaction, such as a support ticket.
Shortly after the interaction it asks about, such as when a ticket closes, while the experience is still fresh.
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