How to Send a Customer Loyalty Survey in Hubspot

Using Hubspot to send a customer loyalty survey helps you understand satisfaction, retention risk, and advocacy across your customer base. This step-by-step guide walks you through setting up, customizing, and sending a loyalty survey from start to finish.

What a Hubspot Customer Loyalty Survey Measures

Before building your survey, it helps to know what a customer loyalty survey in Hubspot is designed to capture.

• How likely customers are to renew or stay with you
• Whether they see your product or service as essential
• Signals that a customer may be considering a competitor
• Overall strength of the ongoing relationship

In the Hubspot feedback tool, a loyalty survey is a specialized survey type focused on existing customers and their future intent.

Accessing Customer Loyalty Surveys in Hubspot

Only certain subscriptions can use the customer feedback tools. Make sure your Hubspot account includes the feedback surveys feature before starting.

1. Log in to your Hubspot account.
2. In the main navigation bar, go to Automation or Service (depending on your portal’s layout).
3. Select Feedback Surveys from the dropdown menu.
4. On the feedback dashboard, click Create survey.

You will now see a list of available survey types in Hubspot.

Choosing the Hubspot Customer Loyalty Survey Type

From the survey type selection screen, choose the dedicated loyalty option.

1. Select the Loyalty survey tile to open the setup flow.
2. Confirm that you want to measure how likely customers are to stay with you or consider competitors.
3. Click Next to move into the survey creation steps.

This prepares the standard loyalty question structure used by Hubspot customer feedback tools.

Configuring the Survey Settings in Hubspot

Hubspot guides you through several configuration tabs. Each tab controls where, when, and how the survey appears to customers.

Step 1: Delivery Channel in Hubspot

First, decide how your loyalty survey will be delivered.

• Email survey – Sends a question via email to a list or segment.
• Web page survey – Appears as a pop-up or banner on specific pages.
• In-app survey – Shows inside your app or product (where supported).

Pick the channel that aligns with how your customers best interact with you. Then click Next.

Step 2: Recipients and Targeting in Hubspot

Next, define who will receive your loyalty survey.

1. Select the contact list or create filters based on properties like lifecycle stage, last purchase date, or subscription level.
2. Exclude internal testers or segments you do not want to contact.
3. Review the estimated number of recipients.

Targeting is essential. In Hubspot, this ensures the survey goes to real customers rather than leads that are not yet using your service.

Step 3: Loyalty Question and Customization in Hubspot

Hubspot provides a standard loyalty question, which you can leave as is or tailor slightly to your brand voice.

• Edit the main loyalty question prompt if needed.
• Set the rating scale (typically a numbered range, such as 1–7 or 1–10).
• Add follow-up questions, such as open-text fields asking why the customer chose that score.
• Adjust language, tone, and labels for each rating point if allowed.

Keep the core intention of the Hubspot loyalty survey intact so you can benchmark results consistently over time.

Step 4: Branding and Appearance in Hubspot

Match the survey to your visual identity for a seamless experience.

• Add your logo so customers recognize your brand.
• Choose brand colors for buttons and backgrounds.
• Adjust fonts and layout (where options are available in Hubspot).

Consistent branding can improve response rates and trust in your Hubspot loyalty survey.

Step 5: Automation and Follow-Up in Hubspot

Configure what happens after a customer submits the survey.

• Send a thank-you message or confirmation email.
• Optionally enroll contacts into Hubspot workflows based on their score.
• Create internal notifications to alert your team when a low-loyalty score is received.
• Tag or update contact properties to record the latest loyalty rating.

Using these tools in Hubspot lets you respond quickly to at-risk customers and reward highly loyal ones.

Previewing and Testing Your Hubspot Loyalty Survey

Never publish a survey without testing it first. In Hubspot, you can preview and send test versions before going live.

1. Click Preview to see how the survey appears on desktop and mobile.
2. Use the Test option to send a sample survey to yourself or your team.
3. Confirm that links, branding, and texts look correct.
4. Verify that responses are stored properly in your Hubspot portal.

Testing prevents poor customer experiences and data issues when you deploy your real Hubspot survey.

Publishing and Scheduling the Survey in Hubspot

Once everything looks correct, you can decide how and when to publish your loyalty survey.

1. From the final review screen, click Review and publish.
2. Choose whether to send the survey immediately or schedule it for a later date and time.
3. Save your settings and confirm publishing.

The survey will begin sending or displaying according to your chosen rules in Hubspot.

Analyzing Hubspot Loyalty Survey Results

After responses start coming in, use built-in analytics to interpret the data.

• Review distribution of loyalty scores to see your overall retention health.
• Filter results by contact properties, such as industry, country, or product tier.
• Read open-text feedback to uncover reasons behind scores.
• Export data for deeper analysis if your Hubspot subscription allows it.

These insights help you take targeted actions to improve the customer experience and reduce churn.

Improving Your Process and Learning More

You can iterate on your survey design based on performance. If response rates are low, try adjusting subject lines, timing, or channel within Hubspot. If feedback is unclear, refine your follow-up questions or add more context.

For additional strategy support on CRM and survey optimization, you can explore consulting resources such as Consultevo. To see the official product documentation and the latest interface updates, refer directly to the Hubspot Knowledge Base article on sending a customer loyalty survey: How do I send a customer loyalty survey?.

By following these steps regularly and reviewing results inside Hubspot, you can build a continuous feedback loop that strengthens customer relationships and long-term loyalty.

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