Measure Your Customer Success with HubSpot Ticketing and Feedback Tools

When it comes to keeping your customers happy, two things matter most: solving their problems quickly and listening to their feedback.

HubSpot’s ticketing system and feedback tools help you track customer issues, organize requests, and collect valuable insights—all in one place. You can use it when managing a handful of support tickets or scaling a growing team.

This blog will show you how to use HubSpot’s tools to improve response times, gather meaningful feedback, and create a customer experience that keeps people coming back. Let’s break it down.

Why Customer Success Matters

Customer success ensures people get what they need from your product or service. If customers encounter problems and can’t find solutions, they’ll leave. But they're more likely to stick around when they can quickly get help, see results, and feel supported.

Customer-centric businesses see 60% higher profits than those that don’t. A great product alone isn’t enough. Customers need a smooth experience, from onboarding to ongoing support. 

The businesses that retain customers the longest are the ones that proactively improve their customer experience—anticipating challenges, addressing pain points, and ensuring people feel heard. That’s where feedback comes in.

Why Do You Need Feedback for Customer Success?

Customer feedback helps you understand what’s working, what’s frustrating, and what needs to change. Without it, you’re guessing what your customers want—a risky strategy.

Most customers won’t tell you when something’s wrong; they’ll just leave. Only 1 in 26 unhappy customers complain. If you’re not actively collecting feedback, you could lose customers without knowing why.

Listening to feedback lets you:

• Catch problems before they drive customers away. If multiple people struggle with the same issue, that’s a clear sign something needs fixing.
• Understand what keeps customers happy. Feedback isn’t just about complaints—it also tells you what’s working well so you can do more of it.
• Show customers that their input matters. When people see that their feedback leads to changes, they feel valued and are more likely to stay loyal.

Customer success is about helping people get the most out of your business. Feedback ensures you’re meeting their needs—not just assuming you are.

How to Achieve HubSpot Customer Success with Ticketing and Feedback

In HubSpot, you can manage customer support and collect feedback in one centralized platform. You can track issues, automate ticketing, and gather insights seamlessly. You can also automate the process to save time and ensure nothing falls through the cracks.

Here are five simple steps to start using HubSpot’s Ticketing and Feedback tools to improve customer success:

1. Set Up a System to Track Customer Issues

Minor issues can quickly become major frustrations when customer requests aren’t properly tracked. A scattered approach—where requests are buried in emails, lost in chats, or assigned informally—makes it difficult to ensure timely resolutions.

With HubSpot’s ticketing system, every customer inquiry is logged in a centralized location, giving your team complete visibility into open issues and response progress.

The setup is simple:

• Go to CRM > Tickets in your HubSpot account to create a structured system for managing customer requests.
• Customize ticket pipelines and statuses to reflect different types of issues, such as "Open," "In Progress," and "Resolved."
• Set up automation rules to assign tickets to the right team members based on priority or category.

A well-organized ticketing system reduces confusion, prevents miscommunication, and helps your team prioritize and resolve customer issues efficiently. As a result, customers experience fewer delays and receive seamless and reliable support.

2. Automate Ticketing to Improve Response Time

Speed is one of the biggest factors in customer satisfaction. Studies show that 90% of customers rate an "immediate" response as important when requesting a service. Delayed responses can lead to frustration, while quick resolutions improve trust and customer retention.

HubSpot’s automation features help eliminate the bottlenecks that slow down your support process. Instead of manually creating tickets and assigning them, you can set up workflows that do this instantly. 

Here’s how to set it up:

• Enable automatic ticket creation for emails, chat messages, and support forms to ensure customer issues are logged instantly.
• Use workflow automation to assign tickets to the right team members based on workload or expertise.
• Set up SLA (Service Level Agreement) rules to address high-priority issues within a specific time frame.

Automating these processes reduces manual workload, ensuring your team can focus on problem-solving instead of administrative tasks. With quicker response times, customers feel heard and valued, strengthening overall satisfaction and loyalty.

3. Collect Customer Feedback Through Surveys

You can’t improve what you don’t measure. Customer feedback gives you a direct line to what your customers are experiencing. HubSpot makes it easy to collect customer feedback so you can understand their experience and make data-driven improvements.

After each customer interaction, you can send surveys to understand their satisfaction level and identify customer experience trends.

Here’s what you can do:

• Create Customer Satisfaction (CSAT) surveys to ask customers how satisfied they were with their support experience.
• Use Net Promoter Score (NPS) surveys to measure long-term customer loyalty and identify brand advocates.
• Customize survey questions and delivery methods (email, chat, or website pop-ups) to fit your business needs.
•  

For example, a CSAT survey might ask, "How would you rate your recent support experience?" with a simple rating scale. If a customer selects a low rating, HubSpot can trigger an automatic follow-up, allowing your team to address the issue before the customer leaves.

Gathering feedback at key moments, like after a support interaction, ensures you’re constantly improving. If multiple customers flag the same issue, it signals an area that needs attention. 

Customers who see their feedback leading to changes are more likely to trust and stay engaged with your brand.

4. Use Feedback to Drive Real Improvements

Collecting feedback is only helpful if you take action on it. A lack of follow-through can make customers feel their voices don’t matter. HubSpot allows you to turn insights into meaningful changes that improve the customer experience.

Instead of manually sifting through survey results, you can automate responses, escalate urgent concerns, and pinpoint recurring problems.

• Set up automatic alerts for negative feedback so your team can address issues before they escalate. If a customer leaves a low CSAT score, a support manager can be automatically notified to follow up.
• Track survey responses over time to identify recurring problems and trends. If multiple customers complain about long response times, you may need to revisit your ticketing process or increase team resources.
• Adjust internal processes, training, or support documentation based on customer insights. If customers frequently ask the same question, updating your knowledge base or FAQ section might be the solution.

For example, if survey data shows customers are frustrated by delayed responses, you might discover that certain ticket types take longer to resolve. In response, you could implement a workflow to prioritize specific issues, ensuring they reach the right person faster.

5. Analyze Trends and Optimize Your Support Strategy

Tracking support tickets and feedback over time helps you spot trends and make informed decisions about your customer success strategy. Instead of making reactive changes, analyzing data allows you to approach customer support proactively.

• Use HubSpot’s reporting tools to track key metrics like ticket resolution times, customer satisfaction scores, and common issues. Seeing which requests take the longest to resolve can help you refine internal workflows.
• Build dashboards to visualize customer feedback trends and monitor support team performance. A sudden dip in CSAT scores may indicate a process breakdown that needs immediate attention.
• Regularly review and refine your processes to ensure continuous improvement in customer experience. Monthly or quarterly reviews of customer service data can highlight areas for optimization before they become significant problems.

For instance, if data shows that customers who interact via chat report higher satisfaction than those who submit tickets via email, you might consider expanding live chat support. 

If specific product-related issues generate the most tickets, your development team might need to address an underlying flaw.

Transform Customer Success with HubSpot’s Ticketing and Feedback Tools

Happy customers stick around, refer others, and help your business grow. However, delivering a great customer experience demands proactive solutions that keep issues from arising in the first place.

With HubSpot’s ticketing system and feedback tools, your team can streamline support, automate processes, and continuously improve based on real customer insights. A structured ticketing system that automates workflows and leverages feedback prevents issues. 

A well-supported customer is a loyal customer. When people feel heard and see real improvements based on feedback, they develop stronger trust in your brand. 

Get HubSpot Set Up the Right Way with Origin 63

A powerful platform like HubSpot works best when customized to fit your team’s workflow. At Origin 63, we help businesses optimize their HubSpot setup to maximize efficiency, improve customer success, and scale without friction. We can help you with:

• Tailored ticketing and automation workflows to match your support needs
• Custom survey and feedback setup to capture the right insights
• Advanced reporting and dashboards to track and improve performance

Make HubSpot work for your business—not the other way around. Let’s build a system that keeps customers happy and your team operating at its best.