Automate NPS Surveys in Hubspot

By Kai Crow
on 17 March 2017

Because happy customers really are your best marketing tool.

Gathering customer feedback in real-time enables a business to be faster and more agile in the way they grow and adapt. Unfortunately for many businesses, the very technology that makes the collection of customer feedback possible is also what makes it hard to act in real time.

Customer feedback often ends up being collected sporadically and once you’ve got it, it’s often too late to react. Add to that, the fact that the data often ends up siloed in reports that then need to be imported into your CRM or automation platform to be of any significant use.

AskNicely helps businesses get a real-time understanding of their customer base – find the happy ones and turn them into powerful advocates and immediately identify the ones who aren’t so happy and turn their experience around. When you combine these types of insights with the power of HubSpot’s marketing automation platform, you get the ultimate system for measuring and improving customer happiness.

Of course, at AskNicely, we’re all about making things easy, so our HubSpot integration is super simple to install – you can have the two systems integrated and be sending out customised NPS surveys to your customer base within 15 minutes – honestly! If you don’t believe me, set your stopwatch, start a trial and see for yourself.

Our tech team have put together a great guide on how the HubSpot integration works and this simple install guide to get you setup and running.

The HubSpot integration is available on all AskNicely plans. And starting at just $49USD per month with a 14-day free trial means that it’s really easy to get setup and running now and scale up as and when needed – remember with NPS, the sooner you start asking, the sooner you’ll be getting meaningful results. We’ve made it easy to start collecting data and then build out your targeted campaigns once you see the data coming in – this means it’s faster to get started and easier to build your workflows in HubSpot once you understand the data coming in.

If you want a one-on-one demo of how AskNicely works with HubSpot, jump online with one of the team – You can book a time here

Here’s a few examples of how you can level-up your NPS program by integrating with HubSpot:

Engage detractors:

One of the most common reasons customers become dissatisfied with a product or service is simply a lack of understanding – frustration with technical issues that have a known workaround, new features they may not have heard about or new users who have come into your customer’s business without getting full training. These types of problems aren’t anyone’s fault as such, they’re unfortunately just things that happen from time to time. That doesn’t mean there’s nothing we can do about it:

Once you’re identifying customers as they start to become dissatisfied, you have the ability to proactively reach out and work on turning their experience around – where customer experience is a common theme, it’s a good opportunity to start pushing some training material to them – think of it like a refresher on-boarding course.

Don’t just rely on automated email:

Ensure detractors get the follow up they require – nothing is better for turning around a negative customer experience than some one-on-one attention: Add a task to follow up within your detractor workflow and/or an internal email to the contact owner and their manager. You could even use HubSpot CRM to create a stage like ‘at risk customers’ within the sales pipeline.

Leverage promoters:

One of the things about happy customers is they tend to bring in other happy customers by sharing your brand with others. Of course, sometimes even the best customers need a little extra encouragement to share. And that’s why we have referral programs and offer incentives. Inviting customers into your referral program can be difficult and have low success rate initially, and if you’re getting referrals from the wrong type of customers, can be costly.

So use your AskNicely survey as an intermediate step to identify just the customers who love your brand the most, then ask them for a referral. You can setup a separate workflow in HubSpot with a chain of events to nurture the referral relationship.

Beyond referrals

Happy customers aren’t just great for referrals of course – they often tend to be some of your most knowledgeable customers. If you have an online user group or customer knowledge sharing channel, run meetups or similar customer events, then make sure you get your promoters engaged – run a special nurture workflow to promote the event to anyone with the promoter tag.

Target respondents

Use the NPS tag or score value in HubSpot to create smart content using HubSpot’s personalization functionality. This takes the targeting of promoters or detractors beyond email and gives you a subtle option to re-enforce your messaging to these groups.

Getting started:

Because happy customers really are your best marketing tool.

Gathering customer feedback in real-time enables a business to be faster and more agile in the way they grow and adapt. Unfortunately for many businesses, the very technology that makes the collection of customer feedback possible is also what makes it hard to act in real time.

Customer feedback often ends up being collected sporadically and once you’ve got it, it’s often too late to react. Add to that, the fact that the data often ends up siloed in reports that then need to be imported into your CRM or automation platform to be of any significant use.

AskNicely helps businesses get a real-time understanding of their customer base – find the happy ones and turn them into powerful advocates and immediately identify the ones who aren’t so happy and turn their experience around. When you combine these types of insights with the power of HubSpot’s marketing automation platform, you get the ultimate system for measuring and improving customer happiness.

Of course, at AskNicely, we’re all about making things easy, so our HubSpot integration is super simple to install – you can have the two systems integrated and be sending out customised NPS surveys to your customer base within 15 minutes – honestly! If you don’t believe me, set your stopwatch, start a trial and see for yourself.

Our tech team have put together a great guide on how the HubSpot integration works and this simple install guide to get you setup and running.

The HubSpot integration is available on all AskNicely plans. And starting at just $49USD per month with a 14-day free trial means that it’s really easy to get setup and running now and scale up as and when needed – remember with NPS, the sooner you start asking, the sooner you’ll be getting meaningful results. We’ve made it easy to start collecting data and then build out your targeted campaigns once you see the data coming in – this means it’s faster to get started and easier to build your workflows in HubSpot once you understand the data coming in.

If you want a one-on-one demo of how AskNicely works with HubSpot, jump online with one of the team – You can book a time here

Here’s a few examples of how you can level-up your NPS program by integrating with HubSpot:

Engage detractors:

One of the most common reasons customers become dissatisfied with a product or service is simply a lack of understanding – frustration with technical issues that have a known workaround, new features they may not have heard about or new users who have come into your customer’s business without getting full training. These types of problems aren’t anyone’s fault as such, they’re unfortunately just things that happen from time to time. That doesn’t mean there’s nothing we can do about it:

Once you’re identifying customers as they start to become dissatisfied, you have the ability to proactively reach out and work on turning their experience around – where customer experience is a common theme, it’s a good opportunity to start pushing some training material to them – think of it like a refresher on-boarding course.

Don’t just rely on automated email:

Ensure detractors get the follow up they require – nothing is better for turning around a negative customer experience than some one-on-one attention: Add a task to follow up within your detractor workflow and/or an internal email to the contact owner and their manager. You could even use HubSpot CRM to create a stage like ‘at risk customers’ within the sales pipeline.

Leverage promoters:

One of the things about happy customers is they tend to bring in other happy customers by sharing your brand with others. Of course, sometimes even the best customers need a little extra encouragement to share. And that’s why we have referral programs and offer incentives. Inviting customers into your referral program can be difficult and have low success rate initially, and if you’re getting referrals from the wrong type of customers, can be costly.

So use your AskNicely survey as an intermediate step to identify just the customers who love your brand the most, then ask them for a referral. You can setup a separate workflow in HubSpot with a chain of events to nurture the referral relationship.

Beyond referrals

Happy customers aren’t just great for referrals of course – they often tend to be some of your most knowledgeable customers. If you have an online user group or customer knowledge sharing channel, run meetups or similar customer events, then make sure you get your promoters engaged – run a special nurture workflow to promote the event to anyone with the promoter tag.

Target respondents

Use the NPS tag or score value in HubSpot to create smart content using HubSpot’s personalization functionality. This takes the targeting of promoters or detractors beyond email and gives you a subtle option to re-enforce your messaging to these groups.

Getting started:


About the author

Kai Crow

Kai is based in our Auckland, New Zealand office and while his name means ‘food’ in the New Zealand native language of Maori he is not actually edible. When he’s not keeping our sales and marketing stuff running, Kai’s out riding a mountain bike or running down the beach with his two dogs, Rufus and Sparky.

Other posts by Kai Crow

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