How one can Configure HubSpot Service Hub for Buyer Success Groups

Buyer expectations are at an all-time excessive.

Corporations are shifting away from a “progress in any respect prices” mentality to a sensible and environment friendly progress mentality. With this shift, the give attention to retaining clients, constantly including incremental worth (through proactive communication and planning), and delivering distinctive buyer experiences has by no means been extra crucial.

With the reinvention of HubSpot Service Hub in 2024, HubSpot supplies buyer success groups with a complete set of instruments to assist meet evolving buyer wants.

On this information, we’ll undergo how firms progress by way of completely different phases of buyer success maturity—react, outline, handle, and optimize—and the way particular HubSpot functionalities and instruments can finest help every part.

We’ll additionally discover how Service Hub turns into much more helpful when mixed with different Hubs in HubSpot.

The shopper success maturity mannequin framework helps firms consider their present methods and plan for enchancment. This mannequin from HubSpot breaks buyer success maturity into 4 fundamental phases: react, outline, handle, and optimize.

Supply: HubSpot

Stage 1 — React: responding to buyer wants

Within the react stage, buyer success groups primarily reply to buyer complaints and points as they come up. At this stage, interactions are primarily reactive, and buyer success groups have minimal buyer information to work with.

The main target is on addressing instant wants and resolving points promptly to keep up buyer satisfaction.

On this stage, mostly, a single buyer success supervisor (CSM) or a staff member wears a number of hats, reminiscent of of a salesman, marketer, or IT particular person, and owns these duties.

Key focus areas the place HubSpot Service Hub can assist:

• Organising fundamental ticketing programs for challenge monitoring
• Configuring helpdesk help to handle buyer queries successfully
• Creating preliminary data base articles to handle the commonest issues

AI integration: Use AI instruments for ticket summarization and automatic responses to widespread inquiries, which can assist scale back response occasions and guarantee constant help.

Stage 2 — Outline: structuring buyer success efforts

Transferring to the outline stage, firms start to construction and set up their buyer success groups, defining particular person roles throughout the help course of. Targets and efficiency benchmarks are established to information choices and measure success.

The goal is to know buyer wants extra deeply and begin constructing proactive methods.

On this stage, a number of CSMs usually personal a sure buyer phase. They could additionally handle the onboarding of latest clients on high of dealing with buyer inquiries.

Key focus areas the place HubSpot Service Hub can assist:

• Increasing the data base with detailed articles and proactive content material updates
• Utilizing information from ticketing programs and data base search volumes to tell new help content material creation
• Organising and using buyer well being scores to observe engagement
• Organising fundamental reporting dashboards to trace key metrics like buyer well being rating and web promoter rating (NPS)

AI integration: Leverage AI to help in writing data base articles and analyze ticket information for widespread points.

Stage 3 — Handle: proactive buyer success

Within the handle stage, buyer success groups leverage information and insights to take proactive measures. This includes strategic engagement with clients, refining success methods primarily based on suggestions, and utilizing metrics to information actions. The main target shifts from reactive drawback fixing to proactive buyer engagement.

At this stage, there could also be CSMs accountable for clients of various complexity or buyer lifetime worth (CLTV).

Key focus areas the place HubSpot Service Hub can assist:

• Organizing buyer success workspaces for strategic follow-ups
• Integrating product utilization information to determine upsell alternatives and monitor buyer engagement
• Creating detailed dashboards for metrics reminiscent of month-to-month recurring income (MRR), CLTV, and buyer satisfaction rating (CSAT)
• Conducting quarterly enterprise critiques with clients to debate targets and progress
• Implementing proactive outreach campaigns primarily based on buyer conduct and utilization patterns

AI integration: Incorporate your individual giant language fashions (LLMs) into the client success expertise. These LLMs can leverage historic information to offer superior capabilities, reminiscent of routing clients to gross sales or help relying on their wants.

As an illustration, if a buyer inquiry suggests an upsell want, the LLM can seamlessly route the dialog to a gross sales rep.

Conversely, if the client wants technical help, the LLM can route them to the suitable help agent or present instant options.

Stage 4 — Optimize: seamless buyer expertise

On the optimize stage, delivering a five-star buyer expertise turns into a core enterprise operation. Buyer success efforts are absolutely built-in with different departments like gross sales and advertising and marketing, guaranteeing a unified method to buyer engagement and retention. The main target is on steady enchancment and optimizing each touchpoint within the buyer journey.

On this stage, CSMs may even see upsell and cross-sell as a few of their main duties on high of retention. There’ll usually be extra in-depth documentation, programs and processes constructed out that permit for scalability.

Key focus areas the place HubSpot Service Hub can assist:

• Integrating omnichannel help, together with dwell chat, electronic mail, SMS, and social media
• Creating automations to set off alerts when churn danger is elevated or there are alternatives for cross-selling and upselling
• Accumulating complete suggestions by way of CSAT and NPS surveys to drive steady enchancment
• Implementing buyer journey maps to tailor experiences to particular person buyer wants
• Creating superior analytics to foretell buyer conduct and wishes

As your staff progresses by way of these phases, HubSpot Service Hub supplies the functionalities and instruments wanted to help every part, guaranteeing your buyer success efforts are each efficient and scalable.

By understanding and using the client success maturity mannequin, your organization can systematically enhance its buyer success methods, finally driving increased retention, satisfaction, and progress.

CSMs profit after they have visibility into how the client has engaged with numerous advertising and marketing touchpoints. A number of advantages of the HubSpot Advertising Hub integration for organizations embrace:

• Utilizing advertising and marketing insights to reinforce buyer success efforts: Buyer success groups can use information from advertising and marketing campaigns to raised perceive shoppers’ targets and determine if there are specific merchandise {that a} buyer is exhibiting curiosity in (that they don’t at the moment have). 

  When CSMs see {that a} buyer is participating with particular product content material, they’ll strike whereas the iron is sizzling and see if the shopper is concerned with a demo or trial of among the new performance and merchandise.

Once you’re monitoring your whole web site and advertising and marketing campaigns in HubSpot, the client advertising and marketing staff can leverage information from present shoppers to see if messaging and campaigns (focused in direction of new clients) are resonating.

Additional, buyer advertising and marketing groups can then leverage focused nurturing emails and {custom} audience-targeted advertisements to advertise merchandise to present shoppers.

Gross sales Hub Integration

Gross sales and buyer success groups profit when their information lives in the identical place. When HubSpot Gross sales Hub and Service Hub information are leveraged, CSMs can see if there are gross sales alternatives (aka offers) in flight. When CSMs see in-progress offers, they’ll work carefully with the gross sales rep to assist them finest perceive the client targets, struggles, integrations, and staff dynamics.

Vice versa, a gross sales rep engaged on a buyer upsell advantages from seeing if there are tickets, latest surveys, or product utilization information insights that will higher inform follow-up conversations.

A standard disconnect between gross sales and CSMs is when this information will not be simply seen collectively, gross sales will likely be making an attempt to work a chance when the client is struggling and has excellent unresolved help points.

When the gross sales rep then reaches out, the client usually thinks the gross sales rep isn’t doing sufficient to assist them resolve their points, and this results in assumptions from the client that that firm is simply making an attempt to promote them extra stuff vs. making an attempt to assist them resolve their issues.

When a gross sales alternative or deal information is bodily adjoining to their ticketing information, this occurs a lot much less. Alternatively, if you’re utilizing a helpdesk outdoors of HubSpot, like Zendesk, the help information lives in a single database and gross sales information lives in one other. Until your integration is properly developed, there’s an elevated danger of those disconnects occurring. It is a widespread wrestle HubSpot clients face when utilizing third-party customer support instruments.

Lastly, some of the generally used integrations between service and gross sales hub is deal administration. In case your CSMs are accountable for up-sells, then they are going to naturally use among the deal performance within the Gross sales Hub to create new offers and monitor these to shut.

Operations Hub integration

HubSpot Operations Hub, or Ops Hub, advantages organizations which are on the lookout for integration, information partitioning for reporting, and extremely customizable automation performance. Listed below are just a few use instances the place buyer success groups can profit from Ops Hub:

• Sustaining information integrity for improved buyer insights: Knowledge high quality automation is one other Ops Hub use case. CS groups are in the identical boat as gross sales staff members in having to sift by way of information (a few of it questionable at occasions) to seek out essentially the most correct piece of knowledge on a buyer. Duplicate, out-of-date, or poorly formatted information are just some of the problems that plague CRM programs. 

  Operations Hub can automate information high quality duties reminiscent of deduplication, standardization, and validation of buyer data. 

  Excessive-quality information permits buyer success groups to belief the insights they derive, bettering their means to determine churn dangers, uncover upsell alternatives, and supply extra correct forecasting for his or her leaders.

• Addressing churn danger by way of automated workflows proactively: Automating the identification of churn danger indicators will be constructed out utilizing Operations Hub’s custom-coded workflows. 

  Figuring out and addressing churn dangers proactively will be complicated (particularly if it is advisable to pull in product utilization, firmographics, or third-party information). 

  These workflows can set off particular actions, like sending personalised re-engagement emails, inner emails to CSMs and govt sponsors, scheduling follow-up calls, or providing focused incentives to at-risk clients. 

  Automating these processes ensures that at-risk clients are receiving the kind of consideration and care wanted to maintain them round.

• Enhancing buyer success with unified information insights: Buyer success groups can profit from enhanced reporting capabilities offered by datasets within the Operations Hub. 

  Typically fighting fragmented information, groups can now consolidate data from numerous sources into unified, customizable experiences. This enables for higher reporting and evaluation, serving to determine patterns in buyer conduct and product utilization with out the necessity for a knowledge analyst to write down out SQL queries. 

  Datasets are additionally helpful for bigger organizations that want entry to very particular segments of the database or information that has been handled with {custom} calculations or different filters.

With Operations Hub, CS groups are given a breadth of integration, reporting, and information high quality options that may assist them higher join the dots between the opposite main practical areas of their group.

Content material Hub integration

Content material Hub is HubSpot’s content material administration system (CMS), in addition to different content material creation and internet hosting instruments that may profit buyer success groups seeking to drive elevated product utilization or engagement with clients. Right here’s how integrating HubSpot CMS Hub with Service Hub can profit buyer success groups:

• Creating a non-public membership expertise: Utilizing the CMS, buyer success groups can create a non-public membership expertise that provides clients unique entry to data like personal betas, product particulars, submitted tickets, and details of contact.

  By utilizing the info in your CRM, you may design a really personalised expertise for every buyer. This strengthens loyalty by making clients really feel valued and knowledgeable about alternatives which are particularly tailor-made to them. A majority of these private experiences can add outsized worth past the core services or products they initially got here to you for. 

• Using Content material Remix for numerous content material codecs: Buyer success groups are strapped for time, however given every buyer is completely different, it is advisable to present proactive help in a number of codecs to cater to several types of learners. Some clients want assist docs, others movies, and a few want audio content material. 

  With Content material Remix, you may take an present piece of collateral (like a data base article) and publish it in a number of codecs utilizing AI performance throughout the platform, guaranteeing that customers have entry to data of their most popular format. This sort of performance saves you time and manufacturing prices and can allow you to influence extra clients.

Most organizations primarily use their CMS as a instrument for buying new clients, however in a world the place progress wants to return from retention and upselling, your CMS unlocks instruments that lots of your rivals are possible barely exploring.

Commerce Hub Integration

HubSpot Commerce Hub is a group of instruments for managing quotes, invoices, and funds. Listed below are a few ways in which CS groups can leverage these instruments inside their organizations:

• Utilizing quotes, invoicing, and funds for upsells: Commerce Hub permits buyer success groups to deal with quoting, invoicing, and funds immediately throughout the HubSpot ecosystem. This functionality can be utilized for upselling and cross-selling alternatives (along side offers in CRM).
• Providing premium buyer help: Commerce Hub opens new doorways in your staff for those who supply premium buyer help companies. By integrating fee processing, buyer success groups can create and handle premium help plans, permitting clients to pay for enhanced help companies immediately by way of the platform. Premium help might embrace sooner response occasions, devoted account managers, or extra coaching sources.

With the relaunch of Service Hub and its host of latest options constructed for proactive help, buyer success groups can derive big advantages.

Unlocking buyer success with Hubspot Service Hub

Integrating HubSpot Service Hub with different HubSpot Hubs supplies a 360-degree view to each worker. This finally advantages the client and provides your staff one of the best preventing probability at retaining and hopefully rising present buyer relationships.

By advancing by way of the client success maturity phases, groups can systematically improve their CS processes, drive retention, and unlock new income progress alternatives.

Able to harness HubSpot’s full potential? Discover ways to plan your implementation for max success.

Edited by Shanti S Nair