You’ve set up your customer health scores in HubSpot, started tracking key metrics, and even managed to help a couple of at-risk customers. But if health scores become outdated, you can still miss opportunities for growth and struggle to catch potential issues early.
HubSpot can help you build a system that flags risks and continuously adapts to your customers' needs, identifying both positive trends and challenges as they emerge.
In this blog, we’ll discuss how to use HubSpot’s health scores to create a feedback loop that actively improves customer success, helping you stay proactive and strengthen customer relationships over time.
To get the most out of health scores, you need more than just a static setup; you need a feedback loop. But what exactly is a feedback loop, and why does it matter?
Think of it as a continuous cycle: you gather information, act on it, and then adjust based on your learning. You can stay responsive to changes in customer behavior and go from reacting to problems to actively improving your customers’ experience.
Let's review each part of this feedback loop and see how HubSpot can help.
The first part of creating a feedback loop is actively monitoring your customers’ behavior to get real-time insights. HubSpot’s real-time data tracking tools let you keep a constant eye on indicators of customer health, like product usage, engagement levels, and satisfaction ratings.
These insights aren’t just numbers on a screen—they’re early signals that can reveal if a customer is drifting away or experiencing friction with your product. 80% of customers will switch companies after more than one poor service experience.
For example, a regular user suddenly starts logging in less frequently, or maybe their satisfaction scores on support interactions are dipping. This shift can mean they’re facing challenges or just aren’t seeing the value they expected.
A quick check-in to ask if they need help or to share resources can make all the difference. Regular monitoring helps you catch these trends sooner, giving you a chance to resolve challenges and keep customers on track.
Health scores are only as good as the criteria they’re based on. As customer needs change, your scoring model should change, too, or you risk misreading the signals. Your model should reflect the most important indicators of customer success at any given time.
HubSpot makes it easy to do this by letting you pull in data from customer interactions, survey responses, product usage trends, and more.
For instance, if you’ve introduced a new feature and notice that customers who use it tend to report higher satisfaction, adding it as a positive indicator in your scoring model can help you identify highly engaged customers.
Or, if certain behaviors begin to predict disengagement—like reduced interaction with support—adjusting your model to capture these patterns can help you flag at-risk customers sooner.
Each time you refine your health scores based on new insights, your model becomes a more accurate reflection of what matters to your customers right now. 77% of customers view brands more favorably if they seek out and apply customer feedback
These updates keep your health scores relevant, so you’re always basing your actions on what truly affects customer success, not just what worked in the past.
Once you’ve actively monitored and updated your health scores, the final step is to measure the impact of your adjustments. Tracking improvements over time shows how these updates affect customer satisfaction, retention, and overall value.
HubSpot’s custom reporting tools allow you to dive into these trends, giving clear data on whether your feedback loop works.
For example, after updating your health scoring model, you might see a positive shift in your retention rates. Customers flagged as “at-risk” might now respond more positively to your outreach, or you may notice increased engagement among “neutral” customers.
These results prove that your refined scoring model is helping you identify and support customers more effectively.
Tracking these changes in customer experience helps you see what’s working and where further tweaks might be needed. This measurement phase closes the loop by turning your improvements into actionable insights, allowing you to refine your approach.
Over time, this feedback loop builds stronger customer relationships, higher satisfaction, and more consistent growth for your business.
You'll want to use automation as you start using health scores to track and improve customer success. Updating scores and reaching out to customers at the right time can quickly become overwhelming as your customer base grows.
Automation helps you keep things running smoothly without all the manual effort. With HubSpot’s automation tools, you can make sure that health scores stay up-to-date, critical outreach happens on time, and your team can focus on high-priority tasks that move the needle.
Here’s how automation can make this happen.
Manually updating customer health scores is a huge time drain and, honestly, not realistic for a scaling business. 80% of customer support specialists agree that AI and automation tools help reduce time spent on manual tasks.
HubSpot’s automated workflows let you continuously update health scores based on real-time data, so your scores always reflect the most current customer behavior—without you lifting a finger.
Imagine setting up workflows that trigger updates whenever specific actions happen, like a low product usage or a recent support ticket.
The system would then adjust health scores automatically based on these actions, meaning your health scores stay accurate and useful without your team intervening.
This way, you’re not just tracking data; you’re creating a living, breathing system that reflects the health of each customer as they interact with your product. You’re working with reliable information, so your team can make better, faster decisions for each customer.
Manually reaching out every time someone’s health score dips can be tough to keep up with. In HubSpot, you can set up alerts and reminders to notify your team when a customer’s score drops below a certain threshold.
Your customer success team has a chance to engage before a small issue turns into a reason to leave.
For example, let’s say you set up an automated workflow that sends an alert to a Customer Success Manager (CSM) if a customer’s score hits a low point or triggers a friendly, helpful email to re-engage the customer.
HubSpot can also assign specific follow-up tasks, like scheduling a check-in call or sending educational resources. This proactive automation ensures no customer falls through the cracks, even as your team juggles many accounts.
In other words, it lets your team scale their efforts without losing the personal touch that keeps customers feeling valued.
Automating health score updates isn’t just good for customer success—it’s a productivity booster for your team, too. When scores update on their own, your team spends less time tracking down data and more time on high-impact tasks.
With HubSpot’s dashboards, you can easily see how automation benefits team efficiency and customer outcomes.
For instance, HubSpot’s dashboards give you an overview of which automated workflows have flagged accounts, how many proactive outreach tasks have been assigned, and where your team is seeing the best results.
You can better understand where automation is freeing up your team’s time and allowing them to focus on what matters most. Instead of spending hours on updates, your team can invest their energy in building stronger customer relationships and addressing issues.
Creating a system of continuous feedback loops and smart automation is essential for keeping your customer health scores accurate and effective as your business grows.
When you monitor customer behavior, regularly update your health scoring models and scale with automation, you’re not just tracking customer health—you’re actively working to improve it.
With these tools in place, you’ll be able to identify challenges early, engage customers proactively, and support them in ways that build long-term loyalty and satisfaction.
Check out our full guide for a deeper dive into setting up and optimizing HubSpot health scores. You’ll find actionable insights to help you build a strong foundation for ongoing customer success.
Partner with Origin 63 to implement HubSpot and unlock the full potential of customer success tools like health scores. Our team of experts will help you create a scalable, automated system that keeps your customers thriving and your business growing.
Let’s work together to elevate your customer success strategy. Contact us today!