Scale Support and Improve Customer Experience with Surveys

[GianVilla]

As a Customer Success Manager, I get it—the demands on your support team only grow as your company scales, and so does the need to make sure every customer interaction counts. But how do you ensure that your support team keeps delivering a top-tier experience as things ramp up? The answer lies in collecting and acting on feedback—specifically through surveys. HubSpot’s Service Hub makes this easy with tools like NPS, CES, and CSAT surveys that help you understand your customers’ experiences and improve your support efforts.

Here’s how you can use these surveys to streamline support, improve customer satisfaction, and scale your team’s impact.

Create and Conduct Customer Loyalty Surveys (NPS)

Net Promoter Score (NPS) surveys are all about understanding how likely your customers are to recommend your product or service to others. This simple survey—sent via email or shown on your website—helps you get a sense of overall customer loyalty and satisfaction. As your support team, knowing how customers feel about your brand is key to prioritizing the right relationships.

Why NPS Matters for Support Teams:

• Spot Early Warning Signs: If a customer isn’t likely to recommend you (a "detractor"), it’s a red flag. NPS helps you spot these customers and take action before they churn.
• Measure Customer Sentiment: It’s not just about individual support tickets—it’s about how your customers feel about you overall. NPS gives you that bird’s-eye view.
• Track Progress: After you make improvements to your support processes, use NPS to check if those changes are having a positive impact.

How to Use NPS Surveys in HubSpot:

• Send these surveys after key support interactions or just on a regular schedule to measure long-term loyalty.
• Display the survey on your website or send via email to get responses from a broad set of customers.
• Use feedback from promoters to strengthen relationships, and follow up with detractors to address their concerns.

 

Create and Conduct Customer Support Surveys (CES)

Customer Effort Score (CES) surveys are all about how easy it was for a customer to get the help they needed. This survey is great for understanding where your support process may be adding unnecessary friction. After all, when customers have to jump through hoops to resolve issues, it can feel frustrating—not to mention time-consuming.

Why CES Matters for Support Teams:

• Customer Effort = Retention: If customers feel it’s too hard to get help, they’re more likely to leave. CES helps you spot these friction points and make improvements.
• Pinpoint Pain Points: CES tells you exactly where customers struggle—whether it’s having to wait too long, repeat their issue multiple times, or simply not getting clear answers.
• Refine Your Approach: The more you understand where customers face challenges, the better you can refine your processes to make things easier and faster for them.

How to Use CES Surveys in HubSpot:

• Send CES surveys right after a support interaction so you can measure how smoothly things went.
• Review the responses to see if there are common bottlenecks or steps where customers feel stuck.
• Use that data to smooth out your processes, whether it’s improving response times or offering clearer self-service options.

 

Create and Conduct Customer Satisfaction Surveys (CSAT)

Customer Satisfaction (CSAT) surveys give you instant feedback on how happy a customer was with a specific interaction. This could be after a support ticket is closed, a live chat, or a phone call. CSAT helps you measure how well your team is doing in the moment—and gives you a chance to respond quickly if something went wrong.

Why CSAT Matters for Support Teams:

• Real-Time Feedback: Unlike other surveys, CSAT gives you immediate insight into how a customer feels right after their issue was resolved.
• Agent Performance: It’s a great way to see how individual agents are doing. If a particular agent consistently gets low scores, it’s a signal for additional training or support.
• Quick Wins: If a customer is dissatisfied, a low CSAT score lets you jump on the issue quickly and potentially turn a bad experience into a positive one.

How to Use CSAT Surveys in HubSpot:

• Trigger CSAT surveys after each support interaction to see how satisfied the customer was with the outcome.
• Look at the data to understand what went well and what didn’t. Celebrate the wins, and work on the areas that need improvement.
• Use the insights to give your agents feedback on their performance and refine your support strategies.

 

Scaling Your Support with Surveys

Incorporating NPS, CES, and CSAT surveys into your support strategy gives you a simple yet powerful way to measure and improve customer satisfaction as your team grows. By using HubSpot’s Service Hub to automate survey collection, you can easily scale this feedback loop across your entire customer base.

• Automate Insights: Set up automated surveys that gather data in real-time, so you’re never caught off guard by a customer’s experience.
• Actionable Feedback: Surveys help you identify exactly where things are going right—and where you need to make improvements. This gives you the power to act quickly and keep customer satisfaction high.
• Proactive Problem Solving: By gathering feedback at scale, you can proactively address issues before they snowball into bigger problems, helping to reduce churn and build stronger customer relationships.

Ready to scale your support and provide an even better customer experience? Start leveraging HubSpot’s survey tools today to keep improving and building lasting loyalty.

• How To Use Customer Feedback Surveys in Service Hub
• Setting up Customer Feedback