6 min read

Driving Customer Loyalty with Net Promoter Scores and HubSpot

Posted By
Kevin Dean

Lisa, a Customer Success Manager, has  just finished a quarterly review with a key client who had expressed concerns about their recent experience. Despite the overall positive feedback, Lisa knows that even a single detractor can impact the company's reputation and future growth. To truly understand customer sentiment and foster loyalty, Lisa turns to Net Promoter Scores (NPS) and HubSpot's powerful tracking tools.

In today's competitive market, customer loyalty is more crucial than ever. According to Bain & Company, businesses with high NPS scores grow at more than twice the rate of their competitors. Moreover, a study by Temkin Group found that promoters are five times more likely to repurchase, five times more likely to forgive, and seven times more likely to try a new offering. These statistics underscore the importance of effectively tracking and improving NPS.

Understanding Net Promoter Score (NPS)

Net Promoter Score is a customer loyalty metric that asks a single, essential question: "On a scale of 0 to 10, how likely are you to recommend our company/product/service to a friend or colleague?" Based on their responses, customers are categorized into three groups:

  • Promoters (9-10): Loyal enthusiasts who will keep buying and refer others, fueling growth.
  • Passives (7-8): Satisfied but unenthusiastic customers who are vulnerable to competitive offerings.
  • Detractors (0-6): Unhappy customers who can damage your brand and impede growth through negative word of mouth.

The NPS is calculated by subtracting the percentage of Detractors from the percentage of Promoters. The resulting score can range from -100 to 100.

Challenges in Collecting and Reporting NPS

While NPS is straightforward in theory, businesses often face several challenges when implementing it:

  • Survey Distribution: Timing and frequency of surveys can affect response rates and data quality.
  • Data Integration: Merging NPS data with existing customer information systems can be complex.
  • Actionable Insights: Translating NPS data into practical improvements requires sophisticated analysis.

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How HubSpot Tracks NPS

HubSpot offers a robust system for tracking customer loyalty through its built-in NPS tools. Here’s how HubSpot facilitates NPS tracking:

  1. Survey Creation: HubSpot allows users to create customizable NPS surveys that can be tailored to fit the brand's voice and specific information needs.

  2. Automated Distribution: NPS surveys can be sent automatically to customers via email, triggered by specific interactions or timelines (e.g., after a purchase or periodically).

  3. Integration with CRM: NPS survey responses are logged in the HubSpot CRM, linking each response to the corresponding customer profile. This integration ensures centralized data management.

  4. Data Collection and Storage: HubSpot collects and stores all NPS responses in a structured manner, facilitating easy access to historical data and trend tracking.

  5. Segmentation and Analysis: Users can segment respondents based on their NPS scores (Promoters, Passives, Detractors), aiding in the analysis of feedback trends and identification of improvement areas.

  6. Reporting and Dashboards: HubSpot provides detailed reporting and customizable dashboards for visualizing NPS data, allowing for real-time insights.

  7. Follow-Up Actions: Automated workflows can be set up to follow up with respondents based on their NPS scores, such as sending thank-you messages to Promoters or directing Detractors to customer service for further assistance.

Advantages of Using HubSpot for NPS Tracking

  1. Centralized Data: All customer interactions, including NPS feedback, are stored in one place, providing a comprehensive view of each customer’s journey and loyalty.

  2. Automation: Automated survey distribution and follow-up workflows save time and ensure timely responses and actions, enhancing efficiency.

  3. Customizability: Surveys can be tailored to match the brand’s tone and specific needs, ensuring that the feedback gathered is relevant and actionable.

  4. Integration with Marketing and Sales: NPS data can be integrated with other marketing and sales efforts within HubSpot, allowing for more personalized and targeted campaigns based on customer loyalty.

  5. Actionable Insights: Detailed reporting and analytics tools help in deriving actionable insights from the NPS data, enabling companies to make informed decisions to improve customer satisfaction and loyalty.

  6. Improved Customer Segmentation: By segmenting customers based on their NPS scores, businesses can create more targeted and effective engagement strategies for different customer groups.

  7. Enhanced Customer Experience: Automated follow-ups and the ability to quickly address issues raised by Detractors can significantly improve the overall customer experience.

  8. ROI Measurement: HubSpot's analytics allow businesses to track the impact of their actions based on NPS feedback, helping to measure the return on investment (ROI) of customer loyalty initiatives.

Net Promoter Scores provide invaluable insights into customer loyalty and potential business growth. By leveraging HubSpot’s comprehensive NPS tracking capabilities, businesses can efficiently collect, analyze, and act on this critical feedback. From automated survey distribution to in-depth data analysis and reporting, HubSpot empowers companies to transform customer feedback into actionable strategies that enhance satisfaction and drive sustainable growth.

Unlock the full potential of your customer loyalty efforts with HubSpot, and watch your business thrive through the power of informed, data-driven decisions.