Configure HubSpot Service Hub for Buyer Success Groups

Buyer expectations are at an all-time excessive.

Firms are transferring away from a “development in any respect prices” mentality to a wise and environment friendly development mentality. With this shift, the concentrate on retaining prospects, constantly including incremental worth (by way of 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 gives 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 completely different phases of buyer success maturity—react, outline, handle, and optimize—and the way particular HubSpot functionalities and instruments can finest help every section.

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 primary 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 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 workforce member wears a number of hats, corresponding to of a salesman, marketer, or IT particular person, and owns these tasks.

Key focus areas the place HubSpot Service Hub will help:

• Organising primary ticketing techniques for subject monitoring
• Configuring helpdesk help 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 widespread inquiries, which can assist scale back response instances and guarantee constant help.

Stage 2 — Outline: structuring buyer success efforts

Shifting to the outline stage, firms start to construction and manage their buyer success groups, defining particular person roles inside the help 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 could additionally handle the onboarding of latest prospects on prime of dealing with buyer inquiries.

Key focus areas the place HubSpot Service Hub will 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 help content material creation
• Organising and using buyer well being scores to observe engagement
• Organising 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 widespread 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 prospects, refining success methods primarily based 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 chargeable for prospects of various complexity or buyer lifetime worth (CLTV).

Key focus areas the place HubSpot Service Hub will help:

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

AI integration: Incorporate your individual massive language fashions (LLMs) into the client success expertise. These LLMs can leverage historic knowledge to supply superior capabilities, corresponding to routing prospects to gross sales or help relying on their wants.

As an example, 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 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 major tasks on prime of retention. There’ll typically be extra in-depth documentation, techniques and processes constructed out that permit for scalability.

Key focus areas the place HubSpot Service Hub will help:

• Integrating omnichannel help, together with stay chat, electronic mail, SMS, and social media
• Creating automations to set off alerts when churn threat is elevated or there are alternatives for cross-selling and upselling
• Amassing complete suggestions by 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 workforce progresses by these phases, HubSpot Service Hub gives the functionalities and instruments wanted to help every section, 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, in the end driving greater retention, satisfaction, and development.

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

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

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

While you’re monitoring all your web site and advertising campaigns in HubSpot, the client advertising workforce can leverage knowledge from current purchasers to see if messaging and campaigns (focused in the direction of new prospects) are resonating.

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

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 client targets, struggles, integrations, and workforce dynamics.

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

A typical disconnect between gross sales and CSMs is when this knowledge shouldn’t be simply seen collectively, gross sales will likely be making an attempt to work a possibility when the client is struggling and has excellent unresolved help points.

When the gross sales rep then reaches out, the client typically thinks the gross sales rep isn’t doing sufficient to assist them remedy 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 remedy their issues.

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

Lastly, one of the crucial generally used integrations between service and gross sales hub is deal administration. In case your CSMs are chargeable for up-sells, then they’ll 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 might be in search of integration, knowledge partitioning for reporting, and extremely customizable automation performance. Listed below are a number 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 workforce members in having to sift by knowledge (a few of it questionable at instances) to seek out probably the most correct piece of knowledge 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 corresponding to deduplication, standardization, and validation of buyer data. 

  Excessive-quality knowledge allows buyer success groups to belief the insights they derive, bettering their potential to establish churn dangers, uncover upsell alternatives, and supply extra correct forecasting for his or her leaders.

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

  Figuring out and addressing churn dangers proactively might be advanced (particularly if it’s essential 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 government sponsors, scheduling follow-up calls, or providing focused incentives to at-risk prospects. 

  Automating these processes ensures that at-risk prospects 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. 

  Typically combating fragmented knowledge, groups can now consolidate data from varied sources into unified, customizable reviews. This permits for higher reporting and evaluation, serving to establish patterns in buyer habits 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 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 trying to drive elevated product utilization or engagement with prospects. 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 prospects unique entry to data like non-public betas, product particulars, submitted tickets, and details of contact.

  By utilizing the information in your CRM, you possibly can design a really customized expertise for every buyer. This strengthens loyalty by making prospects 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, it’s essential present proactive help in a number of codecs to cater to various kinds of learners. Some prospects favor assist docs, others movies, and a few favor audio content material. 

  With Content material Remix, you possibly can take an current 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 sort of performance saves you time and manufacturing prices and can allow you to impression extra prospects.

Most organizations primarily use their CMS as a device for buying new prospects, however in a world the place development wants to come back from retention and upselling, your CMS unlocks instruments that lots of your rivals are seemingly barely exploring.

Commerce Hub Integration

HubSpot Commerce Hub is a set 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 inside the HubSpot ecosystem. This functionality can be utilized for upselling and cross-selling alternatives (together with offers in CRM).
• Providing premium buyer help: Commerce Hub opens new doorways in your workforce for those who provide premium buyer help companies. By integrating fee processing, buyer success groups can create and handle premium help plans, permitting prospects to pay for enhanced help companies immediately by the platform. Premium help might embrace quicker response instances, devoted account managers, or further coaching sources.

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

Unlocking buyer success with Hubspot Service Hub

Integrating HubSpot Service Hub with different HubSpot Hubs gives a 360-degree view to each worker. This in the end advantages the client and offers your workforce the perfect combating likelihood at retaining and hopefully rising current buyer relationships.

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

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

Edited by Shanti S Nair