Using HubSpot To Identify And Address Common Customer Pain Points

Customer feedback gives you a goldmine of insights through which to improve your services, products, and satisfaction levels. Identifying your common customer pain points is also the best way of aligning your content with your customers’ current needs, preferences, and expectations. NPS (Net Promoter Score) and CSAT (Customer Satisfaction) surveys are two valuable tools for collecting this feedback. Integrated into HubSpot, these surveys can help you identify various trends, discover pain points, and implement meaningful actions to improve customer value and loyalty. Here’s a step-by-step guide to transforming feedback into solutions!

Step One: Centralise Your Feedback Within HubSpot

HubSpot gives you a variety of form templates and survey tools through which to gather customer feedback. You can send out CSAT and NPS surveys through HubSpot by email and automatically store the responses in your CRM. Centralising your feedback in this way makes it easy for your whole team to access and analyse the data when you need it. CSAT surveys assess how satisfied your customers are with specific interactions, while NPS surveys give an indication of how likely a customer is to recommend your business. When taken together, the two surveys give you a good snapshot picture of your customer service performance

Step Two: Analyse Your Feedback And Identify Trends

Once the data is collected, the fun part begins. HubSpot gives you a variety of tools to analyse your survey data to uncover trends and recurring patterns. For CSAT surveys, for instance, look for consistently low scores tied to particular products, campaigns, team members, services, or times of year. With your NPS data, you can compare responses from your promoters (scores of 9 to 10), passives (7 to 8) and detractors (0 to 6). Feedback from detractors is especially useful because this often highlights pain points that need urgently addressing. Reviewing comments alongside each score can give even more clarity on why customers are dissatisfied.

Step Three: Segment Your Customers For Targeted Actions

Equipped with insight into why your customers are unhappy and the main areas of dissatisfaction, HubSpot enables you to organise or segment customers on your CRM based on this feedback. There are many ways you can do this, but a straightforward method is to label individuals by their NPS score, assigning them a tag such as passive or detractor. You can also group customers into segments based on their sentiment using dynamic lists. This makes it easier for you to deliver tailored emails content, and to focus customer service initiatives on specific groups, showing appreciation to promoters and improving service for detractors. One of the biggest benefits of segmented lists is the way it allows personalised communication, creating bespoke messages that address specific challenges.

Step Four: Create Custom Workflows To Address Pain Points

The automation tools included in HubSpot are extremely useful for taking quick and effective action to address customer pain points. Simply set up a workflow that triggers a response based on an individual’s survey score threshold. If, for example, a customer submits negative feedback or a detractor NPS score, a workflow could send an automated email acknowledging their concerns and offering help, such as a free follow-up call. Tasks can also be assigned to individual service team members so they can follow-up personally. This is a great way of catching customer service issues at an early stage and reducing overall churn.

Step Five: Improve Content Assets Based On Feedback

Alongside outreach to customers, you should also work to strengthen your content assets, FAQ pages, knowledge base, and support materials in response to common themes in the feedback. For example, common questions or frustrations might be addressable through a downloadable guide – this could be made available on your website or email directly to customers based on survey feedback – or through a series of blog posts.

What Next?

HubSpot survey tools give you the means of acting on customer feedback in a structured and strategic way, making it easier for you to solve problems and develop greater trust and loyalty between your business and customers. To find out more about using CSAT and NPS data through HubSpot, please contact JDR today by clicking here.

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