Unlock Survey Insights: How to Segment and Sort Customer Feedback in HubSpot

Collecting customer feedback is crucial, but what happens after the surveys are submitted? Turning that raw data into actionable insights can be tricky. Recently, a HubSpot user ran into this exact problem when trying to sort survey responses based on custom properties. Let's break down how to tackle this challenge, drawing insights from a helpful HubSpot Community discussion.

The Challenge: Sorting Survey Data in HubSpot

The original poster needed to sort survey feedback based on two dropdown selections within HubSpot's Feedback Surveys. The goal was to segment respondents based on their answers (e.g., those who answered "yes" to a specific question) and then view additional data, such as their second dropdown selection and the contact owner. The initial hurdle was that the custom properties weren't showing up in standard contact property searches.

The Solution: Custom Reports and Contact Segmentation

Several community members chimed in with helpful suggestions, and here's a synthesis of the recommended approach:

1. Leveraging Custom Reports

The most effective solution involves using HubSpot's custom report builder. Here's how:

1. Create a Custom Report: Start by creating a new custom report in HubSpot.
2. Select Data Sources: Choose "Survey Responses" as the primary data source and "Contacts" as an additional data source. This allows you to link survey answers to contact information.
3. Choose a Visualization: Select a "Table" visualization to display the data in a sortable format.
4. Add Properties: Drag the relevant survey properties (the dropdown selections) and the "Contact Owner" property into the table view.
5. Sort the Data: Click the arrows in the table headers to sort the data based on the selected properties.

Here's an example of how to set up the data sources:

And here's how the properties can be sorted in the table:

2. Segmenting Contacts Directly

For more targeted segmentation, you can build segments directly in Contacts using survey response properties as criteria. For example, you can create a segment of all contacts who answered "yes" to the first question. This segment will automatically include columns for the contact owner and the second dropdown selection.

3. Filtering for Specific Responses

To exclude contacts with no value for the survey questions, use the report filters. Specify a filter for "[survey question] is known" or "is any of [desired answer]" (e.g. "is any of Yes"). This ensures that only contacts who provided a response are included in the report.

4. Automating Follow-ups

To take action on the survey data, consider automating follow-ups using workflows. For example, you can trigger workflows based on survey responses (e.g., enroll contacts who answered "yes" to a specific question) and assign tasks to the contact owner.

Ecommerce Portals and Survey Integration

For e-commerce businesses using HubSpot, integrating survey feedback directly into your CRM can be incredibly powerful. Imagine automatically tagging customers who express dissatisfaction with a recent purchase or triggering a follow-up email sequence for those who rave about your products. This level of integration allows for highly personalized customer experiences and targeted marketing campaigns.

HubSpot's robust automation capabilities, combined with well-designed surveys, can help you identify trends, address customer concerns, and ultimately drive sales. Consider using custom properties strategically to capture specific data points relevant to your e-commerce business, such as product preferences, purchase frequency, or satisfaction with the checkout process.

ESHOPMAN Team Comment

We at ESHOPMAN believe that this HubSpot Community discussion highlights the importance of leveraging HubSpot's reporting and automation features to gain actionable insights from customer feedback. The combination of custom reports and contact segmentation offers a flexible approach to analyzing survey data. We recommend that e-commerce businesses using HubSpot invest time in setting up these processes to improve customer satisfaction and drive revenue. Also, consider using ESHOPMAN to build a storefront and e-commerce directly within HubSpot, making data even easier to analyze.

By combining these techniques, you can transform raw survey data into valuable insights that drive better customer experiences and fuel business growth. Don't be afraid to experiment with different report configurations and segmentation criteria to uncover hidden trends and opportunities.