Using HubSpot To Track And Enhance Your Net Promoter Score (NPS)

The Net Promoter Score, or NPS, is a beautifully concise metric that measures how happy and loyal your customers are by asking one simple question: “how likely are you to recommend our products/services to others?”

Most NPS calculators use a 0 to 10 sliding scale to measure customer loyalty, allowing you to categorise customers as follows:

• Promoters (score 9 to 10) – these are your most loyal customers and are the most likely to recommend your business to other people.
• Passives (score 7 to 8) – these customers are satisfied, sure, but not necessarily enthusiastic. They aren’t as likely to recommend your business to friends and colleagues, and could be tempted away by competitors.
• Detractors (score 0 to 6) – these customers are unsatisfied or, at best, lukewarm about your business and aren’t likely to give you many referrals. Lower scoring respondents may even dissuade people from engaging with your business through negative feedback.

Why Your NPS Matters

As you can see, a high NPS reflects a satisfied and loyal customer base, with a high chance of word-of-mouth referrals, positive social proof, and strong average customer lifetime value. In this article, we’ll look at how you can effectively track and act on NPS feedback through HubSpot, using the platform’s tools to monitor, collect, and analyse customer insights.

How To Set Up And Track Your Net Promoter Score In HubSpot

It’s quick and easy to set up NPS tracking on HubSpot, using the HubSpot feedback survey tool, which you can find in the Service Hub. Go to Customer Feedback and create a new survey, then select ‘Net Promoter Score’ as the survey type, and customise it as appropriate to your brand colours and identity.

You’ll have the option how and when to send the survey, such as by email, or by embedding it on your website. You can also set up a survey to be sent automatically (or triggered) by a customer interaction (e.g immediately after the customer makes an ecommerce purchase). Once you’ve made your survey live, HubSpot will collect all responses and collate them into a dashboard, which gives you a real-time window on your net score as well as individual responses. You might find it useful to set up automated notifications so that you are informed whenever a new result comes in – this lets you celebrate positive feedback and address customer concerns quickly.

Using HubSpot Insights To Analyse And Interpret Your NPS Feedback

HubSpot’s insight tools paint a detailed picture of customer loyalty out of your raw NPS data. HubSpot’s reporting dashboard can be used to compile your NPS scores and categorise each respondent into promoters, passives, or detractors. Segmenting your responders in this way helps you immediately identify customer satisfaction patterns, such as whether your overall levels are increasing or decreasing.

You can then use filtering tools to drill deeper into your data to analyse trends by account age, location, average spend, or any other useful custom metric. You can also use feedback tagging to group customer comments by theme to reveal any recurring problems or positive comments. This makes HubSpot extremely useful for pinpointing the root cause behind each score, empowering you to address the pain points of your detractors and strengthen your relationship with passives and promoters.

Improving Your NPS And Customer Loyalty Through HubSpot

So, how do you improve your overall NPS and customer loyalty through HubSpot? A good place to start is to address feedback from your detractors (those grumbling 0 to 6 respondents) through the HubSpot ticketing system. When a customer submits a low score, you ask the platform to automatically create a new service ticket so that your customer service team can contact these customers promptly to address their concern, lowering the risk of churn. For your promoters, simply use HubSpot’s email automation tools to nurture your relationship. Send them ‘thank you’ messages and personal product recommendations, ask for UGC, request reviews on Google and social media, and show your love through incentives and exclusive content.

The HubSpot CRM can be used to personalise your interactions with respondents across every touch point, giving your customers tailored offers and content based on their past interactions and known preferences.

You can also anticipate future customer needs by creating custom workflows – e.g. to set up reminders to follow-up customers after each purchase. This helps to create an ongoing feedback loop that proactively addresses concerns and rewards loyalty, leading to a an upward NPS trend.

Next Steps

Contact one of our HubSpot marketing specialists today to find out how you can use the platform to track and enhance your net promoter score. Call us directly on 01332 982223, or click here to send us a message.