Benefits of the HubSpot integration

Previous section: Basics of the HubSpot integration

In the world of marketing, sales, and support, maintaining a single point of reference for all customer-related data is critical. With an ever-expanding toolkit of third-party platforms (ex. help desks, marketing platforms, sales funnels), routing customer data to a CRM can be invaluable for scaling, removing wasted team effort, and generally ramping up overall team efficiency.

In this section, we’ll discuss how bringing Delighted data into your HubSpot CRM can help lead to less unnecessary time looking for data, more insightful reports, and powerful automations.


Centralized location for key customer data

Rather than team members hopping between inboxes, sales reports, and other platforms, a CRM provides the opportunity to aggregate all that data under one hood. With Delighted’s integration, we help complete the customer profile by syncing over survey responses – such as the score and the comment. 

Including feedback on the Contact records enriches the existing data with actual customer sentiment. Inform and contextualize conversations occurring around account renewal, upgrades, and other key events in the account lifecycle with concrete customer feedback.


Enhanced reporting with customer feedback

Any data you pull into HubSpot can be transformed into powerful data visualizations by leveraging HubSpot’s powerful custom reports and dashboards functionality. Whether plotting counts of respondents over time, or building a custom dashboard to show overall volume for each score group, there are countless ways to use Delighted’s raw data to power extremely insightful reports in HubSpot.

Custom reporting in HubSpot allows you to select what type of object you’re reporting on, the date range for visualizing the data, and any other filters that would be helpful for scoping the data more specifically. Learn more about the Reporting Dashboard in HubSpot here.


Automation built around survey responses

HubSpot’s workflow feature is designed to help organizations automate and scale sales, marketing, and success efforts. Typically, workflows are intended to automate follow-up with leads, provide time-based marketing content, and generally better nurture leads throughout the sales funnel. However, workflows also include an option for “Start from scratch”, which are workflows designed to trigger based on events like activity within a custom contact property.

Since Delighted syncs feedback to properties for Contact records, conditions and workflows can be built around this Delighted feedback – such as automatically sending an internal email to the owner of a particular contact when feedback is received. Learn more about workflows via HubSpot’s guide on How To Set-Up a Workflow.


Reduced customer churn with clear insight into account health

One of the most simple, yet powerful, ways to dig into Delighted data in HubSpot is to simply add the property of Delighted NPS to your Contact record list columns in HubSpot:

Sorting by Delighted NPS, your team can build a high-level view of customers who may be more inclined to churn (ex. Detractors) and pivot that data on other business metrics (ex.MRR). If you plan on looking at this view more often, consider creating a filter – use different conditions (ex. “is less than”) to match standard score group ranges (ex. Detractors being less than 7):

With this simple sorting capability, you can immediately see how much revenue might be at risk if your less satisfied customers aren’t recovered.


From feedback being centralized in your CRM, to robust reporting capabilities, there are countless reasons to flip on the switch and connect HubSpot and Delighted. Now that we’ve covered a number of those advantages, let's hop into the actual installation flow.

Next section: Configuring the Contact layout

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