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Workflow Guide: NPS and Customer Satisfaction Surveys

This guide walks you through building a HubSpot workflow that sends Net Promoter Score surveys to your customers via WhatsApp and takes automated action based on their responses.

 

What This Workflow Does

At a defined point in the customer journey, whether after a support ticket is resolved, a project is delivered, or on a recurring schedule, the customer receives a simple NPS question in WhatsApp: "How likely are you to recommend us to a friend or colleague?" They select a score from 0 to 10 and optionally leave a comment. The workflow segments them into Promoters, Passives, or Detractors and takes a different action for each group, all automatically.

What You Will Need

  • A Flowella account connected to your HubSpot portal
  • A WhatsApp Flow template for the NPS survey (score 0–10, optional comment)
  • A HubSpot contact property to store the NPS score (e.g. "Latest NPS Score", type: number)
  • A HubSpot contact property to store the NPS segment (e.g. "NPS Segment", type: dropdown: Promoter, Passive, Detractor)
  • A HubSpot contact property to store the survey date (e.g. "Last NPS Survey Date", type: date)

Step 1: Create Your NPS Form

Create a HubSpot form with:

  • How likely are you to recommend us? — number or dropdown: 0 through 10
  • What is the main reason for your score? — single-line text (optional)
  • Is there anything specific we could improve? — single-line text (optional)

In the Flowella app, connect this form and generate a WhatsApp Flow template. Keep it simple: the NPS question should be the primary focus, with the comment fields clearly optional.

Step 2: Create the Workflow

In HubSpot, go to Automations > Workflows and create a new Contact-based workflow.

Set the Trigger

Choose based on when you want to survey customers:

Option A: Event-based (after a specific interaction)

  • Ticket status changes to "Closed"
  • Deal stage moves to "Delivered" or "Completed"
  • A custom event fires (e.g. project milestone reached)

Option B: Time-based (recurring surveys)

  • Contact property "Last NPS Survey Date" is more than 90 days ago (or your preferred cadence)
  • Combined with lifecycle stage is "Customer"
  • Combined with WhatsApp phone number is known

Option C: Enrolment from another workflow

  • Enrol from a project delivery workflow, an onboarding completion workflow, or a support resolution workflow

Suppression Rules

Add enrolment criteria to exclude:

  • Contacts surveyed within the last 90 days (to prevent survey fatigue)
  • Contacts who have opted out of WhatsApp communications
  • Contacts currently in an active support ticket (wait until resolution)

Step 3: Send the NPS Survey

Add a Send WhatsApp Template action (Flowella).

Configure:

Field Value
Contact Phone Number WhatsApp phone number property
Template Name Your NPS Flow template
Template Variable 1 First Name
Template Variable 2 Company name (yours, for context)

Step 4: Wait for the Response

Add a Delay until event occurs action:

  • Event: Flowella: WhatsApp Forms Integration: Form Completed
  • Maximum wait time: 7 days

NPS surveys are not urgent, so give customers a reasonable window to respond.

Step 5: Record the Survey Date

Regardless of whether the form is completed, update the survey date so the contact is not re-surveyed too soon.

After the delay, add a Set contact property action:

  • Property: "Last NPS Survey Date"
  • Value: Today's date

Step 6: Branch on the Response

Add a Branch action: Whether or not the event criteria were met.

Path A: Survey Completed

The customer submitted their NPS score. Branch on the score value.

Add an If/then branch based on the "Latest NPS Score" contact property:

Promoters (Score 9–10)

  1. Set contact property — "NPS Segment" to "Promoter"

  2. Send WhatsApp Message — "Thank you so much for the kind score, ! It really means a lot to our team."

  3. Delay — 1 day (let the thank-you land before asking for more)

  4. Send WhatsApp Template — a follow-up message with options:

    • "Would you be open to leaving a quick review?" (with review link)
    • "Could we feature your feedback as a testimonial?"
    • "Would you like to refer a colleague? We'd love to thank you for the introduction."

    You can send this as a simple text message with links, or as a WhatsApp Flow with these options as a form.

  5. Set contact property — add a "Promoter Opportunity" property for your marketing team to follow up on referrals or testimonials.

Passives (Score 7–8)

  1. Set contact property — "NPS Segment" to "Passive"

  2. Send WhatsApp Message — "Thanks for the feedback, . We appreciate you taking the time. We're always looking to improve, so if there's anything specific we could do better, we'd love to hear."

  3. If the comment field contains text: create an internal task for the account manager to review the feedback.

  4. Optional: enrol in a nurture sequence aimed at moving Passives to Promoters (e.g. sharing case studies, new features, or exclusive content).

Detractors (Score 0–6)

  1. Set contact property — "NPS Segment" to "Detractor"

  2. Send WhatsApp Message — "We're sorry to hear that, . We want to understand what happened and see if there's anything we can do."

  3. Create ticket — open a service ticket with the NPS score and comment, assigned to the account manager or a customer success team member.

  4. Send internal notification — alert the relevant team member immediately (email and/or Slack).

  5. Branch on whether the contact left a comment:

    • If comment provided: include the comment in the ticket and notification
    • If no comment: Send WhatsApp Template with a short follow-up form asking what went wrong. Use a Delay until event occurs to wait for the response, then add the details to the ticket.

  6. Optional: Assign to Customer Agent — if the contact replies with further questions or concerns after the initial acknowledgement, the AI agent can provide immediate support while the team prepares a more considered response.

Path B: Survey Not Completed

The customer did not respond within 7 days.

  1. Send WhatsApp Message — one gentle reminder: "Hi , we'd love to hear how things are going. If you have a moment, we sent a quick one-question survey. Your feedback helps us improve."

  2. Delay — 7 days.

  3. If still no response: end the workflow. Do not send further survey reminders. Record that the survey was sent but not completed for reporting purposes.

Workflow Diagram

Trigger: Customer interaction or recurring schedule
    │
    ▼
Send WhatsApp Template (NPS Flow)
    │
    ▼
Delay until: Form Completed (max 7 days)
    │
    ▼
Set "Last NPS Survey Date" to today
    │
    ├── Survey completed ──────────────────────┐
    │                                           │
    │   Branch on score                         │
    │   ├── 9–10 (Promoter)                     │
    │   │   Thank + delay + ask for review/     │
    │   │   referral/testimonial                │
    │   ├── 7–8 (Passive)                       │
    │   │   Thank + optional nurture            │
    │   └── 0–6 (Detractor)                     │
    │       Apologise + create ticket +         │
    │       notify team + follow-up form        │
    │                                           │
    └── Not completed ────────────────────────┐
                                               │
        Send one reminder                      │
        Delay 7 days                           │
        End                                    │

Building an NPS Dashboard

With NPS data flowing into HubSpot contact properties, you can build a reporting dashboard to track:

  • Overall NPS score — calculate as (% Promoters) minus (% Detractors) using a custom report
  • NPS trend over time — plot scores against the survey date property
  • Response rate — compare surveys sent vs. surveys completed
  • Segment distribution — pie chart of Promoters, Passives, and Detractors
  • Score by lifecycle stage, owner, or product — identify where satisfaction is highest and lowest
  • Common themes — review comment text for recurring issues (this requires manual review or integration with a text analysis tool)

Tips for This Workflow

Survey at the right moment. NPS responses are most meaningful when they follow a specific interaction. Surveying after a support ticket is closed, a project is delivered, or a renewal is processed gives you actionable, contextual feedback.

Do not survey too often. Once per quarter is a good cadence for relationship NPS. For transactional NPS (after specific interactions), you can survey more frequently but should still cap the total number of surveys a contact receives per year.

Act on detractor feedback quickly. The value of NPS is not in the number itself but in what you do with it. A detractor who receives a prompt, caring response often becomes a stronger advocate than a passive customer who is never contacted.

Close the loop with promoters. Promoters are your most valuable asset. A simple follow-up asking for a review, testimonial, or referral converts their goodwill into tangible business outcomes.

Compare WhatsApp response rates to email. If you currently run NPS surveys via email, track the response rate difference when you switch to WhatsApp. Most businesses see a significant uplift, which is one of Flowella's core value propositions.