How you can Configure HubSpot Service Hub for Buyer Success Groups

Buyer expectations are at an all-time excessive.

Corporations are transferring away from a “development in any respect prices” mentality to a wise and environment friendly development mentality. With this shift, the give attention to retaining clients, persistently including incremental worth (by way of proactive communication and planning), and delivering distinctive buyer experiences has by no means been extra vital.

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 corporations 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 assist every part.

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

The shopper success maturity mannequin framework helps corporations consider their present methods and plan for enchancment. This mannequin from HubSpot breaks buyer success maturity into 4 primary levels: 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 degree, interactions are primarily reactive, and buyer success groups have minimal buyer knowledge to work with.

The main focus is on addressing instant wants and resolving points promptly to take care of buyer satisfaction.

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

Key focus areas the place HubSpot Service Hub might help:

• Establishing primary ticketing techniques for subject monitoring
• Configuring helpdesk assist to handle buyer queries successfully
• Creating preliminary information base articles to handle the commonest issues

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

Stage 2 — Outline: structuring buyer success efforts

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

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

On this stage, a number of CSMs sometimes personal a sure buyer phase. They might additionally handle the onboarding of recent clients on prime of dealing with buyer inquiries.

Key focus areas the place HubSpot Service Hub might help:

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

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

Stage 3 — Handle: proactive buyer success

Within the handle stage, buyer success groups leverage knowledge and insights to take proactive measures. This entails strategic engagement with clients, refining success methods based mostly on suggestions, and utilizing metrics to information actions. The main focus 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 might help:

• Organizing buyer success workspaces for strategic follow-ups
• Integrating product utilization knowledge to determine upsell alternatives and observe buyer engagement
• Creating detailed dashboards for metrics resembling month-to-month recurring income (MRR), CLTV, and buyer satisfaction rating (CSAT)
• Conducting quarterly enterprise opinions with clients to debate objectives and progress
• Implementing proactive outreach campaigns based mostly on buyer habits and utilization patterns

AI integration: Incorporate your individual giant language fashions (LLMs) into the shopper success expertise. These LLMs can leverage historic knowledge to offer superior capabilities, resembling routing clients to gross sales or assist 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 shopper wants technical help, the LLM can route them to the suitable assist 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 totally built-in with different departments like gross sales and advertising, guaranteeing a unified method to buyer engagement and retention. The main focus is on steady enchancment and optimizing each touchpoint within the buyer journey.

On this stage, CSMs might even see upsell and cross-sell as a few of their main obligations on prime of retention. There’ll typically be extra in-depth documentation, techniques and processes constructed out that enable for scalability.

Key focus areas the place HubSpot Service Hub might help:

• Integrating omnichannel assist, together with reside chat, e-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
• Gathering 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
• Growing superior analytics to foretell buyer habits and wishes

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

By understanding and using the shopper success maturity mannequin, your organization can systematically enhance its buyer success methods, finally driving greater retention, satisfaction, and development.

CSMs profit after they have visibility into how the shopper has engaged with varied advertising touchpoints. A number of advantages of the HubSpot Advertising Hub integration for organizations embody:

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

  When CSMs see {that a} buyer is participating with particular product content material, they will strike whereas the iron is scorching and see if the consumer is serious about a demo or trial of a number of the new performance and merchandise.

If you’re monitoring all your web site and advertising campaigns in HubSpot, the shopper advertising crew can leverage knowledge from present shoppers to see if messaging and campaigns (focused in the direction of new clients) are resonating.

Additional, buyer advertising 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 knowledge lives in the identical place. When HubSpot Gross sales Hub and Service Hub knowledge are leveraged, CSMs can see if there are gross sales alternatives (aka offers) in flight. When CSMs see in-progress offers, they will work carefully with the gross sales rep to assist them finest perceive the shopper objectives, struggles, integrations, and crew dynamics.

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

A standard disconnect between gross sales and CSMs is when this knowledge shouldn’t be simply seen collectively, gross sales will likely be attempting to work a possibility when the shopper is struggling and has excellent unresolved assist points.

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

When a gross sales alternative or deal knowledge is bodily adjoining to their ticketing knowledge, this occurs a lot much less. However, if you’re utilizing a helpdesk exterior of HubSpot, like Zendesk, the assist knowledge lives in a single database and gross sales knowledge lives in one other. Until your integration is nicely developed, there may be an elevated danger of those disconnects taking place. This can be a frequent battle HubSpot clients face when utilizing third-party customer support instruments.

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

Operations Hub integration

HubSpot Operations Hub, or Ops Hub, advantages organizations which might be in search of integration, knowledge partitioning for reporting, and extremely customizable automation performance. Listed here are a couple of use instances the place buyer success groups can profit from Ops Hub:

• Sustaining knowledge 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 crew members in having to sift by way of knowledge (a few of it questionable at occasions) to search out probably the most correct piece of data on a buyer. Duplicate, out-of-date, or poorly formatted knowledge are just some of the problems that plague CRM techniques. 

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

  Excessive-quality knowledge allows buyer success groups to belief the insights they derive, bettering their capability 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 advanced (particularly if you might want to pull in product utilization, firmographics, or third-party knowledge). 

  These workflows can set off particular actions, like sending customized re-engagement emails, inside 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 knowledge insights: Buyer success groups can profit from enhanced reporting capabilities offered by datasets within the Operations Hub. 

  Usually combating fragmented knowledge, groups can now consolidate data from varied sources into unified, customizable reviews. This permits for higher reporting and evaluation, serving to determine patterns in buyer habits and product utilization with out the necessity for a knowledge analyst to write down out SQL queries. 

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

With Operations Hub, CS groups are given a breadth of integration, reporting, and knowledge high quality options that can assist them higher join the dots between the opposite main useful 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 gives clients unique entry to data like non-public betas, product particulars, submitted tickets, and details of contact.

  By utilizing the information in your CRM, you’ll be able to design a really customized expertise for every buyer. This strengthens loyalty by making clients really feel valued and knowledgeable about alternatives which might be 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 various content material codecs: Buyer success groups are strapped for time, however given every buyer is completely different, you might want to present proactive assist in a number of codecs to cater to several types of learners. Some clients favor assist docs, others movies, and a few favor audio content material. 

  With Content material Remix, you’ll be able to take an present piece of collateral (like a information base article) and publish it in a number of codecs utilizing AI performance inside the platform, guaranteeing that customers have entry to data of their most popular format. This kind of performance saves you time and manufacturing prices and can make it easier to impression extra clients.

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

Commerce Hub Integration

HubSpot Commerce Hub is a set of instruments for managing quotes, invoices, and funds. Listed here 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 instantly inside the HubSpot ecosystem. This functionality can be utilized for upselling and cross-selling alternatives (along with offers in CRM).
• Providing premium buyer assist: Commerce Hub opens new doorways to your crew should you provide premium buyer assist companies. By integrating cost processing, buyer success groups can create and handle premium assist plans, permitting clients to pay for enhanced assist companies instantly by way of the platform. Premium assist might embody sooner response occasions, devoted account managers, or extra coaching assets.

With the relaunch of Service Hub and its host of recent options constructed for proactive assist, 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 shopper and offers your crew the most effective preventing likelihood at retaining and hopefully rising present buyer relationships.

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

Able to harness HubSpot’s full potential? Learn to plan your implementation for optimum success.

Edited by Shanti S Nair