How to Create Effective Survey Questions in Hubspot
Using Hubspot to design smart survey questions can dramatically improve the quality of your customer feedback and help you optimize every part of your service experience.
This how-to guide walks you through the core types of survey questions highlighted in the original HubSpot article and shows you how to use them strategically inside your own feedback workflows and tools.
Why Strong Survey Questions Matter in Hubspot
Before building surveys in any tool, including Hubspot or a similar platform, you need a clear understanding of why you are asking each question. Thoughtful questions will:
- Reveal how customers truly feel about your product or service
- Show you where your support experience is breaking down
- Help you prioritize product and service improvements
- Give you quotes and insights to share with leadership and stakeholders
The source article from HubSpot emphasizes that different goals require different question formats. Below, we break down those formats and how to apply them in your own system.
Key Survey Question Types Used in HubSpot
The HubSpot article groups survey questions by purpose: satisfaction, product feedback, service quality, and customer effort. Each category can be configured in Hubspot or another survey tool with minor adjustments.
Hubspot-Style Customer Satisfaction Questions (CSAT)
Customer satisfaction questions measure how happy a customer is with a specific interaction or overall experience. In a tool like Hubspot, you might attach these questions to support tickets, onboarding flows, or post-purchase emails.
Common CSAT-style questions include:
- “How satisfied are you with your experience today?”
- “How would you rate your experience with our support team?”
- “Did our product meet your expectations?”
These questions usually use scaled responses, such as:
- 1–5 or 1–7 rating scales
- Options like “Very dissatisfied” to “Very satisfied”
In a Hubspot workflow, you can send a quick CSAT survey right after a ticket is closed so you get immediate, contextual feedback.
Hubspot-Inspired Net Promoter Score (NPS) Questions
Net Promoter Score questions measure loyalty and the likelihood that a customer will recommend you. While Hubspot is not required to run NPS, it is often used to automate NPS survey delivery and follow-up.
The standard question format is:
“On a scale of 0–10, how likely are you to recommend our company to a friend or colleague?”
The follow-up question is just as important:
“What is the primary reason for your score?”
Use your survey tool or Hubspot-style automation to:
- Tag detractors (0–6) for follow-up by support or customer success.
- Invite promoters (9–10) to leave reviews or join referral programs.
- Monitor NPS over time to see the impact of product or service changes.
Hubspot Customer Effort Score (CES) Questions
Customer Effort Score questions reveal how easy it is for customers to accomplish a task. Hubspot users often connect this type of question to support, onboarding, or knowledge base experiences.
A typical CES-style question is:
“How easy was it to resolve your issue today?”
Response options might include:
- Very easy
- Somewhat easy
- Neither easy nor difficult
- Somewhat difficult
- Very difficult
High effort scores signal friction points. You can then update knowledge base articles, scripts, or product flows to reduce effort.
Hubspot Methods for Collecting Product Feedback
The HubSpot article also highlights open-ended and feature-specific questions that help you refine your product roadmap. In a workflow similar to Hubspot, you could send these questions after a free trial, onboarding, or major release.
Feature-Focused Product Questions
Examples include:
- “Which features do you use most often?”
- “Which features are most valuable to you?”
- “Which features are missing or need the most improvement?”
Use multiple choice or checkboxes to quantify usage, then add a short text field so customers can clarify why a feature matters to them.
Open-Ended Experience Questions
Open-ended questions surface rich qualitative data that you can later tag or analyze using Hubspot-style properties or another CRM:
- “What is the one thing we could do to improve your experience?”
- “Is there anything that almost made you stop using our product?”
- “Describe a time our product helped you achieve a goal.”
These answers can inspire marketing copy, case studies, and future product improvements.
Hubspot Survey Structure: Question Types and Formats
The HubSpot source article stresses the importance of matching question format to your objective. When you design a survey inside Hubspot or any external tool, mix formats to keep it brief yet insightful.
Closed-Ended Question Formats
Use closed-ended questions when you need data that is easy to compare, graph, and track over time:
- Likert scales (strongly disagree to strongly agree)
- Numeric ratings (0–10 or 1–5)
- Multiple choice with single answer
- Checkbox questions for multiple selections
In a Hubspot-like CRM, these responses can map to properties that drive segmentation, automation, and reports.
Open-Ended Question Formats
Open-ended questions are ideal when you:
- Do not yet know what options to present
- Want to hear the customer’s voice in their own words
- Need detailed stories to understand context
Limit yourself to one or two open-ended questions per survey so completion rates stay high.
Step-by-Step: Designing a Hubspot-Style Survey
Follow these steps to design a survey using the principles from the HubSpot article, whether you are inside Hubspot or another platform.
Step 1: Define Your Primary Goal
Choose one main goal for each survey:
- Measure satisfaction after support interactions
- Track loyalty using an NPS question
- Collect product feedback for roadmap planning
- Identify friction in onboarding or checkout
A single clear objective will keep your survey short and focused.
Step 2: Select the Right Question Types
Based on your goal:
- Use CSAT questions when you care about short-term satisfaction.
- Use NPS when you want to understand long-term loyalty.
- Use CES questions where ease of use is critical.
- Add 1–2 open-ended questions for deeper insights.
This mirrors the patterns described in the HubSpot resource and works well in Hubspot surveys or any alternative form tool.
Step 3: Order Questions for Maximum Completion
Organize your survey as follows:
- Start with a simple, scaled question (CSAT, NPS, or CES).
- Add up to three multiple-choice questions to clarify why.
- Close with one open-ended question for additional comments.
Keep the entire survey under five questions whenever possible.
Step 4: Automate Delivery and Follow-Up
If you are using Hubspot or a similar CRM, connect your survey to triggers such as:
- Ticket closed
- Order completed
- Trial ended
- Onboarding milestone reached
Then, build automation that:
- Alerts your team when scores drop below a threshold
- Creates follow-up tasks for detractors or low scores
- Tags accounts with high satisfaction or NPS for advocacy programs
Analyzing Survey Results With a Hubspot Mindset
Collecting responses is only the first step. You need a repeatable process to turn survey data into action, whether you use Hubspot reports or another analytics tool.
Quantitative Analysis
For numeric and scaled questions:
- Track average CSAT, NPS, and CES by time period.
- Segment by plan, product line, or region.
- Watch for trends around releases or policy changes.
Qualitative Analysis
For open-ended responses:
- Tag answers by theme (pricing, usability, support, features).
- Highlight direct quotes that capture common pain points.
- Share a monthly or quarterly insights summary with the team.
This structured approach mirrors the best practices highlighted by HubSpot and can be implemented in any feedback stack.
Resources: Hubspot Article and Further Optimization
To see the full list of example questions and the original guidance, review the source article from HubSpot here: HubSpot survey questions resource.
If you need done-for-you setup, CRM integration, or SEO-driven content around surveys and customer experience, you can also explore services from Consultevo, which specializes in technical optimization and strategy.
By combining the question frameworks from HubSpot with disciplined analysis and automation, you can design surveys that not only gather feedback, but directly drive product and service improvements.
Need Help With Hubspot?
If you want expert help building, automating, or scaling your Hubspot , work with ConsultEvo, a team who has a decade of Hubspot experience.
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