Feedback capture at strategic and client level
The challenge they faced
The client’s customer feedback was scattered across emails and informal conversations, with no consistent way for customer service, sales, and support teams to capture and organize it. They needed a centralized Voice of the Customer program in HubSpot that would connect feedback to specific accounts, opportunities, and contacts. The goal was to give their product team structured, actionable insights to inform the product roadmap and prioritize enhancements.
The strategy we mapped
We settled on a parent-child data structure with two custom objects–Enhancement and Request–to capture feedback at both the strategic and client-specific levels. This design choice was critical because it enabled accurate reporting on the number of companies requesting each feature while maintaining a single source of truth for a feature's progress. To minimize duplicate entries, we controlled data input to a small team during the initial phase and deferred more complex deduplication logic to a future phase if needed.
We built the framework to integrate internal workflows that route feedback from Sales and Customer Success teams into the system, alongside a customer-facing form that allows a controlled group of clients to submit requests directly. The workflows auto-populate key fields–company association, source tagging, and request naming–to reduce manual data entry and human error. Weekly digest emails replaced real-time notifications to prevent alert fatigue while keeping the core team informed of emerging patterns in the feedback.
The solutions we executed
Custom objects for Enhancement and Request tracking allow the team to capture feedback at two levels: the feature itself and each client's specific ask. Each Enhancement tracks a module, description, and status pipeline from New through Accepted, Delivered, and Deferred. Each Request captures priority, impacted revenue, and source, linked to the relevant company. The system supports attaching supporting files like screenshots or requirements docs.
Internal workflows notify the core Product, Engineering, UX, and Delivery teams whenever feedback is submitted through a form, routing notifications based on the enhancement's module type. A second workflow automatically applies a Company Name – Enhancement Name pattern to request records, whether entered manually or via form submission, making feedback immediately searchable and sortable. The company auto-associates from the contact record on form submissions, eliminating a redundant step.
A weekly email digest summarizes new requests and status updates from the past seven days, sent Monday mornings to leadership and the core team. Three dashboards–Operational View, Enhancement Overview, and Weekly Digest–provide different angles on the feedback: emerging risks and opportunities by module or segment, top enhancements by revenue impact, and a rolling snapshot of recent activity. All reports draw from company-level properties like install base and customer segment to enable business-context analysis without duplicating data.
A customer-facing form allows a small group of clients to submit enhancement requests directly. Personalized pre-filled links protect privacy by avoiding dropdown lists and eliminate the need for users to search for their own company. Form submissions trigger the auto-naming and company association workflows, ensuring feedback reaches the right Jira ticket queue and closes the loop back to the HubSpot team when the roadmap updates.
What changed after the engagement.
The team now captures customer feedback at two levels–strategic feature requests and client-specific asks–in a unified HubSpot system with custom Enhancement and Request objects. Internal workflows auto-populate company association, source tagging, and request naming to eliminate manual entry and duplicate work. A customer-facing form with personalized pre-filled links lets a controlled group of clients submit requests directly, routing submissions to the correct product team and closing the loop when the roadmap updates. Three dashboards provide operational visibility into emerging feature needs, revenue impact, and activity trends, while weekly email digests keep leadership informed without alert fatigue.
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