HubSpot includes a built-in customer feedback tool that lets you send NPS, CSAT, and Customer Effort Score surveys directly from your CRM. You can trigger surveys automatically after key events, collect responses against contact records, and route low scores to your support or sales team in real time. This guide explains how to set it up and where it fits in a Southeast Asian context.
In HubSpot, go to Service > Feedback Surveys. If you don’t see it, check your subscription — feedback surveys are available on Service Hub Starter and above.
Select NPS (would you recommend us?), CSAT (how satisfied were you with this interaction?), or CES (how easy was it to get help?). Pick based on what you’re measuring — overall loyalty, support quality, or onboarding friction.
Send via email or embed on your website. For email, tie the trigger to a workflow event — a deal closing, a ticket resolving, or a time delay after a demo call. This keeps surveys contextual rather than random.
Edit the survey question and follow-up prompt. If you serve Thai, Vietnamese, or Bahasa-speaking contacts, translate the text fields — HubSpot doesn’t auto-translate. Keep the question short and the follow-up open-ended.
Build a workflow that branches on the response score. Detractors (NPS 0-6) can trigger a task for a sales rep or a support ticket. Promoters (9-10) can receive a testimonial or referral request. This closes the loop automatically.
What types of surveys does HubSpot support?
HubSpot’s feedback tool covers three survey formats, each designed for a different measurement goal.
- Net Promoter Score (NPS). Asks contacts to rate how likely they are to recommend you on a scale from 0 to 10. Scores below 7 flag detractors; 9-10 are promoters. NPS is most useful for measuring overall customer loyalty over time.
- Customer Satisfaction Score (CSAT). A simpler rating tied to a specific interaction — a support ticket, a product delivery, an onboarding session. Useful for teams that handle high volumes of individual interactions.
- Customer Effort Score (CES). Measures how easy it was for a contact to complete a task. Common use case: post-onboarding for SaaS products, or after a customer service request.
You can run multiple survey types simultaneously — for example, NPS quarterly against your full database while CSAT fires automatically after each ticket closes.
How do you trigger surveys at the right time?
Timing determines response rates more than almost anything else. HubSpot surveys can be triggered in two ways: by a workflow (event-based) or on a recurring schedule.
Event-based triggers attach the survey to a specific moment in the customer journey. Common triggers used by teams in the region include:
- Deal closed-won (30 days post-close)
- Support ticket status changed to “Closed”
- First login or onboarding completion (for SaaS)
- Three months after contract start (for retainer clients)
Recurring schedule triggers send to a contact list on a set interval — useful for quarterly NPS sweeps across your full customer base.
For teams in Southeast Asia, LINE and WhatsApp are often the primary customer channels. HubSpot’s native survey tool sends via email, so if your contacts interact mainly through messaging apps, you may see lower response rates unless you supplement with a direct message to a survey link.
Where do survey responses appear in HubSpot?
Responses are stored at the contact level. Open any contact record and the feedback tab shows their full survey history — score, follow-up comment, and date. This means your sales or support rep can see a contact’s NPS score before a renewal call without pulling a separate report.
At the portfolio level, go to Service > Feedback Surveys and click the survey name to see an aggregate dashboard: score distribution, response trend, and open text comments. You can filter by date range and export for board reporting.
Responses also flow into lists and workflows. If someone submits a CSAT score of 1 or 2, a workflow can immediately create a task for the account owner, assign a follow-up ticket, or send a personal email from the account manager.
How do you get higher response rates?
Low response rates are the most common complaint about CRM-based surveys. A few practices help:
- Keep it to one question. The initial survey should be a single rated question. The follow-up prompt can ask for an optional comment. Contacts who see a multi-page survey on the first screen often close it.
- Send from a person, not a company alias. HubSpot lets you personalise the sender. An email from “Priya, your account manager” outperforms one from “support@yourcompany.com” in most cases.
- Time it right. Surveys sent within 24 hours of a resolved support ticket or a completed onboarding session tend to get the most engagement. Surveys sent weeks after the fact feel disconnected.
- Use a mobile-friendly format. A large proportion of email opens in Thailand and broader Southeast Asia happen on mobile. HubSpot’s survey emails are responsive by default, but check your template renders well on smaller screens.
Can you build reporting on customer feedback in HubSpot?
Yes. HubSpot’s custom report builder lets you combine feedback scores with deal data, company size, or lifecycle stage. For example, you can chart NPS score against customer tenure to see whether longer-term clients rate you differently than new ones. Or combine CSAT with ticket volume to find the support topics that generate the most dissatisfaction.
If you use HubSpot dashboards for team reporting, you can add a feedback widget showing current NPS and the trend over the last 90 days. This works well for customer success teams who review satisfaction metrics in weekly standups.
For more complex analysis — segmenting responses by industry, company size, or geography — export the raw data to Google Sheets or BigQuery and run it there. HubSpot stores all feedback records in the CRM so exports are straightforward.
How does HubSpot Surveys compare to standalone tools like Typeform or SurveyMonkey?
The key advantage of HubSpot’s native survey tool is that responses live inside your CRM without an integration step. A low NPS score from a contact triggers a workflow that creates a task for their account manager — no Zapier, no manual export needed. The data is on the contact record immediately.
Standalone tools offer more survey design flexibility, question branching, and multi-language support. If you run complex qualitative research or need advanced skip logic, a specialist tool may serve you better. But for operational feedback — the loops that power support, renewals, and onboarding — HubSpot’s built-in tool covers most use cases without adding another platform to manage.
Frequently asked questions
Is the HubSpot feedback survey tool available on the free plan?
No. Feedback surveys require Service Hub Starter or above. The free HubSpot CRM does not include this feature.
Can I send surveys in languages other than English?
Yes. You can edit the survey question and follow-up prompt in any language. HubSpot does not auto-translate survey content — you need to set the text manually for each language variant.
Can contacts opt out of surveys?
HubSpot respects subscription type preferences. If a contact has opted out of marketing emails but is subscribed to transactional or service emails, you can still reach them with a survey sent under the appropriate subscription type. Always check your subscription type configuration before sending at scale.
How many surveys can I send per month?
There is no published survey send limit separate from your overall email send limit in HubSpot. Check your portal’s email sending limits under Settings > Account Defaults.
Can I see which contacts haven’t responded to a survey?
Yes. In the survey report, HubSpot shows sent, opened, and responded counts. You can create an active list of contacts who were sent a specific survey but have not responded, and use that list for a follow-up workflow or a second send.
This is an independent informational resource produced by a HubSpot Platinum Partner. HubSpot is a trademark of HubSpot, Inc.
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