Creating and managing NPS surveys

Modified on Tue, 6 Jan at 2:00 PM

Creating and managing NPS surveys

NPS (Net Promoter Score) surveys help you measure customer satisfaction and loyalty. This guide explains how to create NPS surveys, customize styling and messages, send invitations, and track responses in Hubhus.

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Creating and managing NPS surveys

What is NPS?

Net Promoter Score (NPS) is a customer satisfaction metric that measures how likely customers are to recommend your product or service to others. NPS surveys typically ask one key question:

"How likely are you to recommend [Product/Company] to a friend or colleague?"

Customers respond on a scale from 0 (not likely) to 10 (very likely). Based on their scores, customers are categorized as:

Detractors (0-6) – Unhappy customers who may damage your brand through negative word-of-mouth
Passives (7-8) – Satisfied but unenthusiastic customers who could be swayed by competitors
Promoters (9-10) – Loyal enthusiasts who will keep buying and refer others

Your NPS score is calculated as: % Promoters - % Detractors

Where to access NPS surveys

Navigate to Campaign Settings → NPS Surveys. This page displays all NPS surveys in your campaign with their scores and statistics.

Creating an NPS survey

To create a new NPS survey:

Click + New NPS Survey
Configure the survey settings (see below)
Click + Create
Customize styling and messages
Create invitation templates

Survey configuration

Survey name

Enter a friendly name for the survey (e.g., "Customer Satisfaction Q1 2024", "Product Feedback Survey"). This name is used internally for identification.

Short title

Optional short title used as a column title in tables and reports. Leave empty to use the survey name.

Language

Select the language for the survey. This determines the default text and button labels. Options include:

Danish
English
Other configured languages

Question

Choose the type of question:

Standard NPS – Use the classic NPS question format (0-10 scale with standard wording)

Custom question – Create your own question with custom score descriptions

Product investigated

Enter the product, service, or brand name that customers will evaluate (e.g., "YourCompany", "YourProduct").

Question being asked

For Standard NPS, the question is automatically formatted as:

"How likely are you to recommend [Product] to a friend or colleague?"

The blue box shows the exact question text that will be displayed to customers.

Ask for confirmation when changing score

Choose whether to ask for confirmation if a customer tries to change their previously submitted score:

Yes – Show confirmation message (prevents accidental changes)
No – Allow immediate score changes

Landing page when answered

Select what happens after a customer submits their NPS response:

Default – Show standard thank you message
Custom page – Redirect to a specific campaign page

Using custom questions

If you select Custom question, you can customize:

Custom question – Write your own question text

Note

The score is no longer an NPS if the question is informally expressed. Custom questions are useful for internal satisfaction surveys or specialized feedback.

Description of score 0 – Label for the lowest score (e.g., "Would not recommend", "Very dissatisfied")

Description of score 10 – Label for the highest score (e.g., "Would recommend", "Very satisfied")

Customizing styling and messages

After creating an NPS survey, click Edit form to customize how the survey appears to customers.

Form and messages

Ask for a comment

Choose whether to include a comment field where customers can provide additional feedback:

Yes – Show comment field after score selection
No – Only collect the numeric score

Message for answers 0-6 (Detractors)

Customize the message shown to customers who give low scores. This is your opportunity to acknowledge their feedback and explain next steps.

Example:

<b>WE HAVE REGISTERED YOUR RESPONSE.</b> <br/><br/><br/>

We would like to hear from you about how we can improve. We will work to make you more satisfied with %brand_name% as a workplace. Can you please add a comment if you have time.

Message for answers 7-8 (Passives)

Customize the message shown to passives. Encourage them to share what would make them more satisfied.

Example:

WE HAVE REGISTERED YOUR RESPONSE. <br/><br/>

You are reasonably satisfied, but it could be better. We will work to make you even more satisfied. <br/><br/> Can you please add a comment if you have time.

Message for answers 9-10 (Promoters)

Customize the message shown to promoters. Thank them for their loyalty and consider asking for referrals.

Example:

WE HAVE REGISTERED YOUR RESPONSE. <br/><br/>

Hurray! You are very satisfied with %brand_name% as a workplace, but we will continue to work to ensure that you also think it is forward. <br/><br/> Can you please add a comment if you have time.

Message for comment added

Thank you message displayed after a customer adds a comment.

Example:

Thank you for taking the time to share your feedback. It's really appreciated!

Message when about to change an existing answer

Confirmation message shown when a customer tries to modify their previous response.

Example:

You have already evaluated us previously.

Message when submitting the same answer twice

Message shown if a customer submits the same score again.

Example:

Thank you, your evaluation has already been recorded.

Introduction message on default submission page

Custom welcome message displayed on the NPS landing page (when using default landing page).

Example:

<h4>Hi %lead_firstname%</h4>

Button styling

Customize how the 0-10 score buttons appear:

Buttons outer CSS (td)

CSS styling for the button container (table cell). Use "Auto" for default styling or add custom CSS.

Buttons inner CSS (a)

CSS styling for the button itself (link element). Use "Auto" for default styling or add custom CSS.

Reverse scores

Reverse the button order (10 to 0 instead of 0 to 10):

No – Standard order (0 to 10)
Yes – Reverse order (10 to 0)

Color graded buttons

Apply color gradient to buttons based on score:

Yes – Low scores are red, middle scores are yellow, high scores are green
No – All buttons use the same color

Large buttons

Use larger buttons for easier mobile interaction:

Yes – Display larger buttons
No – Standard button size

Vertical layout

Stack buttons vertically instead of horizontally:

Yes – Vertical layout (good for mobile)
No – Horizontal layout

Sending NPS surveys

NPS placeholders

After creating an NPS survey, two placeholders are automatically generated:

Email placeholder – For embedding the NPS survey directly in emails:

%nps_survey_468% (email)

URL placeholder – For SMS or links to the standalone survey page:

%nps_survey_url_468% (SMS)

The number (e.g., 468) is the survey ID and is unique to each survey.

Creating invitation templates

To send NPS surveys, create email or SMS templates that include the NPS placeholders.

Email invitation

Create an email template with the email placeholder:

<p>Hi %lead_firstname%,</p>

<p>We would appreciate your feedback on our services.</p>

%nps_survey_437%

<p>Thank you for your time!</p>

SMS invitation

Create an SMS template with the URL placeholder:

Hi %lead_firstname%,

We sent you a feedback survey about your experience with %brand_name%, but we haven't heard from you yet. We're following up and hope you'll share your thoughts.

On a scale from 0 to 10, how likely are you to recommend %brand_name%?

Click here to submit your feedback: %nps_survey_url_437%

Thank you!

%brand_name%

Template examples

The template editor includes several NPS-related templates:

Send NPS – Initial invitation to complete the survey

NPS Follow-up – Follow-up reminder for customers who haven't responded

NPS Response Received – Internal notification when a customer submits a response

Use "Search for specific templates" to find these examples and customize them for your needs.

Tracking NPS responses

NPS survey list

The NPS Surveys page displays all surveys with their statistics:

Name – Survey name
Title – Short title or column header
Question asked – The survey question
Placeholders – Email and SMS placeholders
(0-6) – Number of Detractors
(7-8) – Number of Passives
(9-10) – Number of Promoters
NPS – Calculated Net Promoter Score
Form & style – Edit survey styling
Landing page – Landing page configuration
Edit – Modify survey settings
Delete – Remove the survey

Filtering by time period

Use the Show NPS scores from period dropdown to filter results by time period:

Anytime – All responses
Last week, last month, last quarter, last year
Custom date range

Using score and comment placeholders

For each NPS survey, placeholders are generated for the score and comment. These can be used in follow-up emails or internal notifications:

Score placeholders – Access the numeric score:

%nps_survey_score_437%
%nps_survey_score_529%

Comment placeholders – Access the customer's comment:

%nps_survey_comment_437%
%nps_survey_comment_529%

Example internal notification:

<p>New NPS response received:</p>

<p>Name: %lead_name%<br>
Email: %lead_email%<br>
Category: @select[select_kategori]</p>

<p>Score: %nps_survey_score_437% %nps_survey_score_529%
%nps_survey_score_530% %nps_survey_score_531% %nps_survey_score_532%
%nps_survey_score_533% %nps_survey_score_534% %nps_survey_score_535%
%nps_survey_score_536% %nps_survey_score_569% %nps_survey_score_570%
%nps_survey_score_571% %nps_survey_score_572%</p>

<p>Comment: %nps_survey_comment_437% %nps_survey_comment_529%
%nps_survey_comment_530% %nps_survey_comment_531%
%nps_survey_comment_532% %nps_survey_comment_533%
%nps_survey_comment_534% %nps_survey_comment_535%
%nps_survey_comment_536% %nps_survey_comment_569%
%nps_survey_comment_570% %nps_survey_comment_571%
%nps_survey_comment_572%</p>

Best practices

Survey timing

Send NPS surveys after key customer interactions (purchase, support ticket resolution, project completion)
Don't survey too frequently - once per quarter or after major milestones
Time emails for when customers are most likely to respond (avoid weekends)

Clear messaging

Keep the survey invitation short and explain why their feedback matters
Personalize messages with placeholders like %lead_firstname% and %brand_name%
Tailor follow-up messages based on score category (Detractors, Passives, Promoters)
Always thank customers for their feedback

Following up on responses

Detractors (0-6) – Reach out quickly to understand concerns and resolve issues
Passives (7-8) – Find out what would make them Promoters
Promoters (9-10) – Thank them and consider asking for referrals or testimonials

Improving response rates

Keep the survey simple (one main question + optional comment)
Make it mobile-friendly (use large buttons, vertical layout if needed)
Send one follow-up reminder to non-responders after 3-5 days
Explain how feedback will be used

Design and styling

Use color graded buttons to make the scale intuitive
Enable large buttons for better mobile experience
Keep button styling consistent with your brand
Use clear score descriptions (e.g., "Not likely" vs "Very likely")

Troubleshooting

NPS placeholder not displaying

If the NPS survey doesn't appear in emails:

Verify the placeholder syntax matches the survey ID
Check that the survey exists and wasn't deleted
Use the email placeholder (%nps_survey_XXX%) for emails, not the URL placeholder
Test with a real lead that has an email address

Survey URL not working

If customers can't access the survey via SMS link:

Ensure you're using the URL placeholder (%nps_survey_url_XXX%) for SMS
Check that the lead has a valid phone number
Test the link yourself to verify it works
Ensure the survey hasn't been deleted

Scores not being recorded

If customer responses aren't appearing:

Check that the survey is properly configured
Verify the lead exists in the campaign
Ensure there are no automation rules blocking responses
Test the survey yourself to verify it works

Custom styling not applying

If button styling doesn't look correct:

Check CSS syntax in the styling fields
Use inline CSS for email compatibility
Test in multiple email clients (Gmail, Outlook, etc.)
Try "Auto" settings first before adding custom CSS

Summary

NPS surveys in Hubhus help you measure customer satisfaction and loyalty using the standard 0-10 scale. Create surveys in Campaign Settings → NPS Surveys with either standard NPS questions or custom questions. Configure survey settings including language, confirmation prompts, and landing pages. Customize styling and messages for each score category (Detractors 0-6, Passives 7-8, Promoters 9-10) to provide appropriate feedback and follow-up. Send surveys via email using the %nps_survey_XXX% placeholder or via SMS using %nps_survey_url_XXX%. Track responses in the NPS survey list with calculated scores and statistics. Use score and comment placeholders in follow-up automation and internal notifications. Follow best practices by timing surveys appropriately, following up with all respondents (especially Detractors), and keeping the survey design simple and mobile-friendly. Your NPS score is calculated as the percentage of Promoters minus the percentage of Detractors, providing a single metric to track customer loyalty over time.

? Common searches

nps survey • net promoter score • customer satisfaction • feedback survey • nps placeholders • survey templates

? Also known as

customer feedback • satisfaction survey • loyalty survey • recommendation score • customer survey

Working with the template editor
How do I edit email templates?
How to edit SMS templates
Understanding placeholders and dynamic content
How does the messaging system work?