How to Create a Custom Customer Feedback Survey in Hubspot

Using Hubspot to build a custom customer feedback survey helps you collect structured insights at scale, automate follow-up, and centralize responses in your CRM. This guide walks you step by step through creating, customizing, and sending a survey, strictly following the official process.

Hubspot survey types and requirements

Before you create a survey, confirm your account type and access level. Custom feedback surveys are available only in certain Hubspot subscriptions and require the correct permissions.

You must have a seat that includes customer feedback tools.
You need permission to view and edit feedback surveys.
Your Hubspot account must support the delivery channel you plan to use (email or shareable link).

Check your subscription and user permissions in your account settings prior to setting up your first survey.

Start a new Hubspot custom survey

To begin, you will create a new custom survey from the feedback tool. Follow these steps:

In your Hubspot account, navigate to the Service section or the area where customer feedback tools are located.
Click Feedback Surveys.
Select Create survey.
In the survey gallery, choose the Custom survey option.
Select your delivery method: usually Email or Shareable link, depending on your plan.
Click Next to move into the survey editor.

Once created, the survey wizard will guide you through configuration tabs such as Content, Recipients, Settings, and Automation.

Configure Hubspot survey questions and content

The content tab lets you define the questions your audience sees. Custom surveys in Hubspot typically support multiple question types so you can collect both quantitative and qualitative data.

Set the survey language and basic info

First, choose the primary language and core details for your survey:

Select the survey language from the dropdown menu.
Optionally edit the survey name used internally in your portal.
Review any default introductory text that will appear at the top of the survey.

Consistent language settings ensure the right system messages and buttons appear correctly for respondents.

Choose Hubspot survey question types

Next, add and configure questions. While the exact options may vary by plan, you can generally use:

Single-line text for short free-form answers.
Multi-line text for longer comments.
Rating scales such as numeric scales for satisfaction scoring.
Radio select or dropdown for single-choice questions.
Checkboxes for multi-select options.

To add a question:

Click Add question.
Pick a question type.
Enter the question label and any help text.
Specify answer options if required.
Mark a question as required if it must be answered.

Arrange questions by dragging and dropping them into the order you want. Keep the survey short and focused so completion rates remain high.

Customize introduction and thank-you messages

Hubspot allows you to customize the introduction and completion messages for a better experience:

Edit the welcome text to explain why respondents are receiving the survey.
Clarify how long the survey takes and how responses will be used.
Customize the thank-you message that appears after submission.

You can also add branding elements such as your company name and adjust the tone to match your brand voice.

Define Hubspot survey recipients and delivery

Once content is set, choose who receives your survey and how they receive it. Options depend on whether you selected email or a shareable link at the start.

Select contacts for email delivery

If you chose an email survey, configure the recipients:

In the Recipients step, choose Send to a list, Send to all contacts, or define filters.
When using lists, select an existing Hubspot list that contains your target audience.
When using filters, build enrollment rules based on properties such as lifecycle stage, last activity date, or deal status.
Exclude internal test contacts or unqualified records as needed.

Confirm that your recipients have permission to receive marketing or transactional emails according to your email configuration and legal requirements.

Use a shareable link for broader distribution

If you chose a shareable link:

Hubspot will generate a unique URL for your survey.
You can post this link on your website, in-app messages, or non-Hubspot email campaigns.
Anyone with the link will be able to access the survey, subject to your settings.

This option is ideal when you want more flexible distribution beyond standard email sends.

Adjust Hubspot survey settings

The settings step helps you control how the survey behaves, including scheduling and display options.

Schedule send and frequency

Depending on the delivery method, you may configure:

Start date for when the survey becomes active.
End date or no end date for ongoing collection.
Rules to prevent sending the same survey to the same contact too often.

Use frequency limits to avoid overwhelming contacts with repeated requests.

Customize survey appearance

Within Hubspot you can often tweak visual elements such as:

Logo placement (using your account branding settings).
Accent colors that match your brand palette.
Button text and labels.

Preview your survey on both desktop and mobile to ensure it displays correctly on different devices.

Set Hubspot survey automation and follow-up

Automation is where your survey becomes actionable. Use the automation tab to trigger follow-up based on responses.

Create simple follow-up emails

For email surveys, you can send automatic thank-you or follow-up messages:

Enable automated follow-up in the survey wizard if available.
Write short, personalized email content.
Define conditions, for example sending a follow-up only when a certain rating or answer is given.

This helps you quickly acknowledge feedback, especially from highly engaged or dissatisfied customers.

Use workflows for advanced actions

In supported subscriptions, Hubspot survey responses can enroll contacts into workflows. Common actions include:

Creating a support ticket when a contact reports an issue.
Notifying an account owner when low satisfaction scores are submitted.
Adding tasks for follow-up calls.
Updating contact properties based on specific answers.

Workflows allow you to route feedback directly to the right teams without manual sorting.

Review and publish your Hubspot survey

Before turning the survey live, carefully review each step:

Use the preview feature to check layout, text, and question order.
Send a test email to yourself or colleagues when using email delivery.
Verify that all links, translations, and settings behave as expected.
Confirm that the correct lists or filters are selected for recipients.

Once finalized, click Publish or Turn on. Your survey will begin sending based on your chosen schedule, or your shareable link will become active.

Analyze survey results inside Hubspot

After responses start coming in, use built-in reporting tools to measure performance and trends.

Open the survey to access the Analyze or Results tab.
Review completion rates, response counts, and average scores.
Drill into individual answers to identify key themes.
Export data if you want to do deeper analysis in another tool.

Monitoring metrics such as response rate and satisfaction helps you refine both your survey and wider customer experience strategy.

Helpful resources and next steps

To explore the original instructions and any platform updates, review the official Hubspot knowledge base article on custom surveys at this external resource. For broader strategy around CRM implementations, automation, and feedback programs, you can also visit Consultevo for additional guidance.

By following these steps and best practices, you can design an effective custom feedback survey in your CRM, automate responses, and continuously improve your customer experience.

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