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B2B CSAT Survey

Customer satisfaction survey for the PD and CS client experience

What This Is

The B2B CSAT survey gathers feedback from our institutional clients (chapter advisors and leaders) on the sales and customer success experience, that is, the PD and CS process. It is a standard CSAT survey built in HubSpot Service Hub. Project/campaign name: B2B-CSAT.

The Time-Sensitive Flag

The survey form includes a time-sensitive checkbox a respondent can tick to flag urgent feedback. When checked, a workflow notifies the contact owner, that owner's manager, and leadership so critical feedback gets a rapid response instead of waiting for a reporting cycle.

Tracking with UTM Parameters

Each survey link carries UTM parameters so every response captures who sent it, from which team, and at what stage. This is what makes response analysis possible by sender, team, and sales stage.

HubSpot Properties

Four contact properties capture the UTM values, added to the survey form as hidden fields:

  • Survey Source
  • Survey Medium
  • Survey Content
  • Survey Campaign

The Survey Rep Sender field is a HubSpot Owner property type. Using an Owner field (rather than free text) means a rep's ID resolves to their name automatically in reports, which removes manual ID lookups and the ambiguity of two reps sharing a last name. A custom-code workflow action converts the survey's single-line owner ID into the enumeration the contact Owner property expects, keeping the two in sync.

HubSpot's native feedback properties also populate on response: hs_feedback_last_csat_survey_rating, hs_feedback_last_csat_survey_date, and hs_feedback_last_csat_survey_follow_up.

Generating Survey Links

Build survey links from a copy of the marketing UTM generator spreadsheet, adapted for the survey. Set utm_campaign to B2B-CSAT, pick the source, medium, and content for the sender, and use the resulting link in email signatures and workflows.

Reporting

Responses roll up into a dedicated HubSpot B2B CSAT report and dashboard. Because sender, team, and stage are captured per response, you can segment satisfaction by rep, by team (PD vs CS), and by point in the journey.

Escalation and Follow-Up

The time-sensitive flag is the fast path for urgent feedback. Routine low scores are worked through the CSAT follow-up protocol (owner outreach within the agreed SLA, with manager review for repeat or severe cases). Confirm the current SLA targets with the RevOps and CS leads before quoting them to a client.

Gotchas

  • Keep utm_campaign exactly B2B-CSAT so responses group together in reporting
  • Do not put a rep's plain name in utm_content for reporting; the Owner-type Survey Rep Sender field is the source of truth for who sent it
  • The UTM properties are hidden form fields; if a link is missing its UTMs, the response lands without sender or team context