HubSpot Customer Feedback Surveys: NPS, CSAT and CES

Which HubSpot plans and seats include feedback surveys?

When we checked HubSpot's documentation in October 2026, every feedback survey type needed Service Hub Professional or Enterprise. Creating, editing and publishing surveys needs an assigned Service Hub seat. Sending an email survey also needs Marketing access with Publish access to the Email tool, so check both before you assign the work.

In the permissions guide, the Edit switch for feedback surveys covers creating, editing and deleting surveys, while View only lets a user see them. Give Edit to the people who own the program, not to everyone who reads the results.

How do you send an NPS survey in HubSpot?

Create a customer loyalty survey, HubSpot's NPS survey, in Service Hub Professional or Enterprise with an assigned Service Hub seat. Send it by email to a static list, or show it on any web page that has the HubSpot tracking code. Set the follow-up question for each score group and a thank you message, and optionally a reminder email.

The steps, when we checked HubSpot's documentation in November 2026:

1. Choose the delivery method: email, or a web page survey shown as a slide-in or dropdown banner on pages with the tracking code. Recipients don't need to be marketing contacts.
2. Email settings: company name, from name and address, subject line and greeting. Sending email surveys needs Marketing access with Publish access to the Email tool.
3. Feedback: the 0 to 10 question is fixed apart from your company name; customize the follow-up question for Detractors, Passives and Promoters, and the thank you messages.
4. Recipients or targeting: a static contact list for email, or the page URLs and audience for a web page survey.
5. Notifications and reminders: pick the users or teams notified of responses, and for email surveys a reminder sent a set number of days later.
6. Test, then publish: send yourself a test email or view the survey on a test page first.

The sections below cover the other survey types, where responses are stored and how to act on them in workflows.

What is the difference between NPS, CSAT and CES surveys in HubSpot?

NPS (customer loyalty) asks how likely customers are to recommend you, on a 0 to 10 scale. CSAT (customer satisfaction) asks how a customer felt about an interaction, scored 0 to 2 from Unhappy to Happy. CES (customer support) measures how easy a support experience was, on a seven-point scale tied to tickets.

• The standard questions are fixed. HubSpot says you can only customize the company name in the NPS question, and the CES question text can't be edited. You customize the follow-up question for each score group and the thank you message.
• NPS cadence: HubSpot's FAQ suggests sending NPS at regular intervals, typically every quarter, every 6 months or every 12 months, once customers have used your product for some time.
• One survey per language. To survey in other languages, HubSpot says you create a separate survey for each language.
• Custom surveys support question types such as star ratings, radio selects and single-line text, plus steps with a progress bar.

How do you send HubSpot surveys by email, web page or chat?

Pick the delivery method when you create the survey, then set who receives it. Email surveys go to contacts who meet your criteria, by default customers who became a customer more than 30 days ago. Web page surveys appear on pages with the HubSpot tracking code. CSAT chat surveys appear after you close a chat conversation.

• Email: set the From name, From address, subject line and office location. Contacts don't need to be marketing contacts to receive a survey, and survey emails use the Customer Service Communication subscription type, which you can't change.
• Recipients: choose Became a customer date, your own criteria from contact, company, deal and ticket properties, or a static list. Plan the lifecycle stage data behind that default with our lifecycle stages guide.
• Web page: choose a slide-in box, slide-in callout or dropdown banner, the URLs to target or exclude, a delay or 50% page scroll, and how often it shows. HubSpot identifies known contacts by browser cookies, and single-page apps aren't supported.
• Chat (CSAT only): select the chatflows the survey connects to. It is sent from within the chat widget after the conversation is closed.
• Shareable link and workflow (custom surveys): a link survey is a standalone page. Submissions from the same device are deduplicated by cookie, so a new one overwrites the old.
• Choose carefully: HubSpot says a CSAT survey's delivery method can't be changed once selected.

One inconsistency to test: the CSAT page says web surveys only show for contacts tracked by cookies, but it also describes an All visitors option and an optional email field for unknown visitors. Preview the survey as both a known and an unknown visitor before launch.

How do you send a survey when a ticket is closed?

Use a customer support (CES) survey, or a custom email survey with the Ticket pipeline trigger. For CES, you choose the ticket pipeline and status that send the survey, then send it immediately or after a delay in minutes, hours or days. HubSpot sends only one CES survey per ticket, even if the ticket is reopened.

• Ticket tokens: the CES email introduction can include ticket personalization tokens. A test send to a specific contact won't show ticket token values; they appear once the survey is live.
• One survey per pipeline: for custom surveys, each ticket pipeline can only be linked to one survey, and each deal stage can only be linked to one survey.
• Deal stage trigger: a custom survey can also be sent when a deal enters a specific stage, for example after onboarding is marked complete.
• No recurring ticket or deal surveys: HubSpot says ticket-based and deal-based surveys can't be sent on a recurring basis.

Decide which status means "resolved" before you connect a survey to it. Our guide to HubSpot ticket SLAs covers designing ticket stages your team can rely on.

Where are survey responses stored in HubSpot?

Each submission is saved as a survey response with its own properties, such as Rating, Sentiment, Response, Source and Survey type. HubSpot says these properties don't appear on contact records, and values aren't overwritten when the same contact responds again. Responses are associated with the contact and company, and with the ticket or deal for those triggers.

• Sentiment applies to every type. CSAT 0, CES 1-3 and NPS 0-6 count as Detractor; CSAT 1, CES 4-5 and NPS 7-8 as Passive; CSAT 2, CES 6-7 and NPS 9-10 as Promoter. That lets one report compare survey types.
• NPS also updates the contact. HubSpot's FAQ lists Last NPS survey rating, Last NPS survey date and Last NPS survey comment, which you can use in workflows.
• Custom feedback properties can be created in property settings or in the custom survey editor. They then appear as filters in segments, workflow enrollment triggers and custom reports.
• Your team sees it in context. HubSpot says responses show on the Past Feedback card in help desk or the inbox. See our HubSpot help desk guide.

How should you set up a HubSpot feedback program?

Start with the question you need answered, then pick the survey type that asks it. Choose the channel and recipients, decide which properties and associations the answers need, then set notifications and follow-up workflows before you publish. Questions can't be edited after publishing, so test the survey as a real contact first.

• Locked after publishing: for custom surveys, HubSpot says you can't edit or delete questions once published. You unpublish and create a new survey instead.
• Unpublishing: contacts who were already sent an email survey can still respond for 14 days. Link-based surveys don't expire unless you unpublish them.
• Dismissals: if a contact dismisses an NPS survey without filling it out, it won't show again for 14 days.
• Existing contacts: check the enrollment options. On NPS, contacts who already meet the criteria are excluded unless you turn on Enroll existing contacts; on CSAT, they are included by default.
• Marketing contacts: custom surveys have a Set contacts created as marketing contacts toggle that is on by default. Check it if marketing contact count matters to you.

How do you analyze responses in the feedback survey dashboard?

Open Service > Feedback Surveys and click a survey name. The Responses tab lists every answer with filters, replies and CSV export. The Analyze tab shows delivery or view metrics plus charts for the survey type, including your NPS score, which HubSpot calculates as the percentage of promoters minus the percentage of detractors.

• Top-level views: Manage surveys, All survey responses, Feedback topics (beta) and Manage tags. Filter surveys by Type and by Delivery (chat, email, shareable link or web), and show up to 10 columns.
• Email metrics: Sent, Delivered, Opened, Responses and Responses with comments. Web metrics: Surveyed, Responses and Responses with comments. HubSpot notes that N/A under Surveyed can mean an ad blocker stopped the view from registering.
• Replying: you can reply to CSAT and NPS responses from a connected conversations inbox email. Comments on the conversation are visible only to your team.
• Tags: add up to 10 tags per response, each up to 100 characters, one at a time or in bulk. Tags work as filters and as criteria in segments and reports.
• Summaries and reports: HubSpot also points to pre-built customer feedback reports in the service dashboard and to Breeze Assistant for summarizing responses.

Tags are only useful with a short, agreed list. Decide the five to ten themes you care about, such as onboarding or billing, before the first responses arrive.

How do you use survey responses in HubSpot workflows?

You have two routes. Each survey's Automation tab can notify users or teams and create follow-up workflows per score group. For more control, use survey response properties or NPS contact properties as enrollment triggers in a regular workflow. Custom surveys can also be sent by the Send survey workflow action, which was a beta in October 2026.

• Automation tab workflows are hidden. HubSpot says workflows created from the NPS, CSAT and CES Automation tab don't appear in Automation > Workflows and can only be edited from the survey. Document them, or someone will hunt for them later.
• Score groups: NPS offers workflows below Detractors, Passives and Promoters; CES offers 1-3 Difficult, 4-5 Neutral and 6-7 Easy. HubSpot's CSAT page lists the same CES groups, so check what your account shows.
• Notifications: choose users or teams to email when a response arrives, optionally only when it includes a comment.
• Custom surveys open a regular workflow in a new tab, so they stay visible in the workflows tool.
• Reminders: NPS and email custom surveys can resend after a set number of days. HubSpot says CSAT, CES and workflow-delivered custom surveys don't support reminder emails.

A common pattern is a detractor workflow that creates a task or ticket for the account owner. Our HubSpot workflows guide covers triggers and branches, and HubSpot segments covers building the lists you survey.

HubSpot customer feedback survey checklist