How to create a customer loyalty (NPS) survey in HubSpot

Under Service in the navigation back, go to Feedback Surveys. Click Create Survey and choose Customer Loyalty. Click Edit Survey to customise it. When finished, click Review and Publish.

Customer Loyalty Survey (NPS) tracks how likely the customer is to recommend your company to others. 

To create a NPS first go to your navigation bar and go to Service. Then go to Feedback Surveys. 

After that click Create Survey

You will be guided to pick between three surveys. In this instance you would go to Customer Loyalty and click Create Survey.


From here you can pick whether the survey will be sent via an email or appear on your website page. Email is used if your customer rarely visits your website or doesn't use your product or service online. Website page is used if your customer regularly visits your website.


Under the email setting section you can edit the following:

  1. Survey language
  2. Company name 
  3. From name
  4. From address
  5. Subject line

Under the email body section you can only edit the greeting. Unfortunately, you are unable to edit NPS questions. This is because it uses an industry-standard question used by businesses all over the world.

Under theme you can change the logo and colour used. 

In the feedback section on the left hand side panel you will be able to customise follow-up questions based on the customer's response they give. Once done click Thank You. 


In the thank you section on the left hand side panel you will be able to customise the thank you message based on the customer's response they give. 

After that click Recipients. In this section you will have the option to pick who gets the survey. The options are as follows:

  1. Became a customer date [is more than 30 days]
  2. Start from scratch [set your own criteria using company, contact, deal or ticket property]
  3. Static Lists

Once complete click Settings. From here you can pick if the survey is sent on a recurring basis - This would be used if your product regularly changes and your customer regularly engages with your product. Or you have the option to to send the survey on a one time basis. 

Within Settings you also have the option to delay the survey after a customer has met the criteria set. You also have the option to pick a person to be notified when someone has completed your survey. When you have completed the click Automation

In the automation section you have the option to create a workflow based on a person's response. 

Once completed click Review and publish.  From here you can review your survey when you’re happy with the survey click Publish and your survey will be sent.