Customer Support

How to run nps and csat surveys as Event Agency Founders

Customer SupportFor Event Agency Founders2 apps12 steps~24 min to set up

You finish a corporate holiday party, invoice goes out, and three months later you still don't know if the client was happy — because you never asked. Sending NPS or CSAT surveys as an event agency means cobbling together a Typeform link in a Gmail draft, manually tracking who responded in a spreadsheet, and then guessing at trends across 20 events a year. You have no systematic trigger, no way to tie scores back to individual vendors or venues, and no time to chase responses when you're already scouting the next venue. The data lives nowhere useful, so it never actually changes how you pitch, staff, or quote.

Build this on Starch → See the apps used

Customer SupportFor Event Agency Founders2 apps12 steps~24 min to set up

Outcome

What you'll set up

An automated post-event NPS and CSAT survey flow that sends to clients and key stakeholders at the right moment — triggered by event close, not by you remembering to do it.

A live dashboard inside Starch showing survey scores by event, client, and vendor so you can spot patterns before they become reputation problems.

A Gmail-connected follow-up sequence that flags detractors for a personal outreach draft and routes promoter responses toward referral asks.

The Starch recipe

Apps, data, and prompts

The combination of Starch apps, the data sources they pull from, and the prompts you use to drive them.

Apps used

CRM

Data sources & config

Starch syncs your Gmail data on a schedule so incoming survey replies are captured automatically and linked to event records. Your client and event data lives in the Starch CRM app, built around the fields your agency actually uses (event type, venue, headcount, lead coordinator). Google Sheets — if that's where your current survey log lives — connects from Starch's integration catalog; the agent queries it live to migrate historical scores on setup. Typeform or any web-based survey tool you already use can be automated through your browser — no API needed — so Starch can pull response data even if the tool doesn't offer a direct connection.

Prompts to copy

Build me a post-event survey tracker that records NPS and CSAT scores per event, ties each score to the client company and primary vendor, and shows me a rolling average across the last 12 events. Flag any score below 7 in red.

Set up an automation that watches my Gmail for emails with the subject line containing '[Event Name] — Feedback' and automatically logs the response score and any written comments into the matching event record in my CRM.

Draft a follow-up email for any NPS detractor (score 0–6) in my voice: acknowledge the specific event by name, ask one open question about what we could have done better, and do not offer a discount unless I approve it first.

Create a CSAT trend dashboard that breaks down average scores by event type (corporate conference, holiday party, product launch), venue, and lead coordinator, filtered to the last 6 months.

Run these in Starch → or paste them into your favorite agent

Walkthrough

Step-by-step

1 Open the Starch CRM app and tell it: 'Add fields for NPS score, CSAT score, survey sent date, survey response date, and open-text feedback to every event record.' Starch reshapes the schema around your actual events pipeline, not a generic sales funnel.

2 Connect Gmail as a scheduled-sync provider. Every message landing in your inbox — including survey reply emails — syncs to Starch automatically so nothing depends on you checking a separate tool.

3 If you currently track survey results in a Google Sheet, connect it from Starch's integration catalog and prompt: 'Import my historical NPS and CSAT data from this sheet and match each row to the corresponding event in my CRM by event name and date.'

4 Build the survey trigger automation: 'Three days after I mark an event as Completed in my CRM, send a CSAT survey email to the primary client contact using this template — [paste your Typeform link or plain-text survey] — and log the send date on the event record.'

5 Set up the response-capture automation: 'Watch my Gmail for replies containing survey scores. When a score arrives, parse the NPS number from the email body and write it to the matching event record in my CRM.'

6 For any tool that doesn't connect directly, tell Starch: 'Check my Typeform response dashboard every morning at 7 a.m. and pull any new responses from the last 24 hours into my event records.' Starch automates Typeform through your browser — no API needed.

7 Build the detractor follow-up automation: 'When an NPS score below 7 is logged, draft a reply email in my voice, reference the specific event name, and put it in my Drafts folder for review before sending — don't auto-send.' This keeps you in control of sensitive client relationships.

8 Build the promoter referral automation: 'When an NPS score of 9 or 10 is logged, draft a short thank-you email that mentions our referral program and asks if they know another team planning an event this year. Put it in Drafts.'

9 Open the Email Triage app and prompt: 'Flag any incoming email with the words NPS, CSAT, feedback, or survey as high priority so I see it the same day it arrives, not buried under vendor quotes.'

10 Build the trend dashboard: 'Show me average NPS and CSAT by event type, venue, and quarter. Highlight any category with an average below 7.5 and any category that improved by more than 1 point quarter-over-quarter.'

11 Wire a weekly Slack or email summary: 'Every Monday morning, send me a one-paragraph digest of new survey responses from the past week, the current rolling NPS, and any detractor records that still have no follow-up logged.'

12 Review the first month of data and prompt: 'Compare NPS scores for events at Venue A versus Venue B over the last 12 months and tell me if the difference is statistically meaningful.' Use that answer in your next venue negotiation or client pitch.

See this running on Starch

Connect your tools, describe what you want, and the agent builds it. Closed beta is free.

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Worked example

Q1 2026 Post-Event Review — 14 Events, 3 Venues

Sample numbers from a real run

Corporate conference (Venue A, 200 pax) — NPS	82
Holiday party (Venue B, 80 pax) — NPS	61
Product launch (rooftop, 50 pax) — NPS	74
Survey response rate across all Q1 events	68
Detractor follow-ups drafted and sent	4
Referral conversations opened from promoter emails	3

By the end of Q1 2026, your Starch dashboard shows 14 completed events with survey data attached. The corporate conferences at Venue A averaged an NPS of 82 — your strongest category. The holiday parties at Venue B averaged 61, with three written comments mentioning catering delays. Without Starch, those comments would be sitting in your Gmail, unread, filed under 'feedback.' Instead, each one is logged on the event record, the detractor follow-up drafts went out within 48 hours, and you now have a specific talking point when you renegotiate catering minimums with Venue B in April. The three promoter emails you sent (also drafted by Starch, reviewed by you) opened conversations with two new prospective clients — one of whom booked a site visit. Your overall Q1 response rate was 68%, up from roughly 20% when you were sending Typeform links manually and hoping people clicked. The whole system runs without you managing it between events.

Measurement

How you'll know it's working

Net Promoter Score by event type and venue — rolling 12-month average

CSAT score per event, segmented by client company size and headcount

Survey response rate — percentage of post-event emails that returned a score

Detractor follow-up rate — percentage of sub-7 NPS scores that received a personal outreach within 72 hours

Referral pipeline sourced from promoter follow-up emails — tracked in the CRM

Comparison

What this replaces

The other ways teams handle this today, and how the Starch version compares.

Typeform + Google Sheets (manual)

You already know this stack — but scores stay in a spreadsheet disconnected from your client records, response rates are low because follow-up depends on you remembering, and trend analysis is a copy-paste job you do quarterly at best.

SurveyMonkey

Good survey builder, but it doesn't know which event the respondent attended, can't auto-draft the follow-up email, and doesn't tie scores to vendor or venue records without manual data entry on your end.

HubSpot Service Hub

Has NPS tooling built in, but you're paying for a CRM you'd also need to configure from scratch, and the event-agency-specific fields (venue, headcount, lead coordinator, vendor list) don't exist unless someone builds them — which costs time or money you don't have.

Delighted or Medallia

Purpose-built NPS tools with clean dashboards, but they live in a separate silo from your CRM and Gmail, so the score never connects to the event record or triggers the follow-up — you're back to manual handoffs.

On Starch RECOMMENDED

One platform — crm, founder inbox all running on connected data. Setup in plain English; numbers stay current via scheduled syncs and live agent queries.

Try it on Starch →

FAQ

Frequently asked questions

My clients fill out a Typeform survey. Can Starch read those responses automatically?

Yes, two ways. If Typeform is available from Starch's integration catalog, the agent queries it live when your automation runs. If you'd rather not set that up, Starch can automate your Typeform response dashboard through your browser — no API needed — and pull new responses on a schedule. Either way, scores land in your event records without you manually copying them.

I use HoneyBook or Dubsado to manage client records. Can Starch read data from those tools?

Both are web-based platforms, so Starch can automate them through your browser — no API required. For a clean integration, you can also connect Google Sheets or Notion (both available as direct connections in Starch) as the bridge if you export data there. Describe what you need and Starch will tell you the path that makes the most sense for your current stack.

Will Starch automatically send survey emails on my behalf?

Only if you tell it to. The default setup for detractor follow-ups puts drafts in your Gmail Drafts folder for review before sending — because those are sensitive conversations. You can flip it to auto-send for standard CSAT survey invitations where you're comfortable with the template, but the detractor and promoter flows stay in your hands unless you explicitly change that.

What if I only run 3-4 events a month? Is this overkill?

At 3-4 events a month, you're generating 36-48 data points a year — enough to spot real patterns by venue, event type, and season. That's also enough data that doing it manually is genuinely painful and inconsistently done. The setup takes a few hours once; after that it runs without you touching it. Three events a month is exactly the scale where systematic feedback starts compounding into a real competitive advantage over agencies that are still guessing.

Is Starch SOC 2 certified? My corporate clients ask about data security.

Not yet. Starch is not currently SOC 2 Type II certified. If a corporate client requires SOC 2 certification as a vendor requirement, that's worth knowing upfront. It's on the roadmap. For agencies working primarily with mid-market or SMB clients where SOC 2 isn't a hard requirement, it typically isn't a blocker.

Can Starch analyze open-text feedback, not just numeric scores?

Yes. Tell Starch: 'Read the written comments in my last 20 event surveys and summarize the most common complaints and compliments, grouped by event type.' The agent reads the text stored in your event records and gives you a synthesis — no manual reading through email threads required.