Tips on how to 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 sensible and environment friendly development mentality. With this shift, the give attention to retaining clients, persistently including incremental worth (through proactive communication and planning), and delivering distinctive buyer experiences has by no means been extra essential.

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 way of totally different phases of buyer success maturity—react, outline, handle, and optimize—and the way particular HubSpot functionalities and instruments can finest assist every section.

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

The client success maturity mannequin framework helps firms consider their present methods and plan for enchancment. This mannequin from HubSpot breaks buyer success maturity into 4 foremost 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 target is on addressing quick wants and resolving points promptly to keep up buyer satisfaction.

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

Key focus areas the place HubSpot Service Hub may help:

• Organising fundamental ticketing techniques for concern monitoring
• Configuring helpdesk assist to handle buyer queries successfully
• Creating preliminary data base articles to deal with the commonest issues

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

Stage 2 — Outline: structuring buyer success efforts

Transferring to the outline stage, firms start to construction and manage 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 goal 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 recent clients on high of dealing with buyer inquiries.

Key focus areas the place HubSpot Service Hub may help:

• Increasing the data base with detailed articles and proactive content material updates
• Utilizing knowledge from ticketing techniques and data base search volumes to tell new assist 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 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 primarily based on suggestions, and utilizing metrics to information actions. The main target shifts from reactive downside 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 may 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 reminiscent of month-to-month recurring income (MRR), CLTV, and buyer satisfaction rating (CSAT)
• Conducting quarterly enterprise opinions with clients to debate targets and progress
• Implementing proactive outreach campaigns primarily based on buyer conduct and utilization patterns

AI integration: Incorporate your personal giant language fashions (LLMs) into the shopper success expertise. These LLMs can leverage historic knowledge to supply superior capabilities, reminiscent of routing clients to gross sales or assist 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 shopper wants technical help, the LLM can route them to the suitable assist agent or present quick 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 target 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 obligations on high of retention. There’ll usually be extra in-depth documentation, techniques and processes constructed out that enable for scalability.

Key focus areas the place HubSpot Service Hub may help:

• Integrating omnichannel assist, together with stay 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
• 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
• Creating superior analytics to foretell buyer conduct and wishes

As your workforce progresses by way of these levels, HubSpot Service Hub gives the functionalities and instruments wanted to assist every section, 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, in the end driving greater retention, satisfaction, and development.

CSMs profit once they have visibility into how the shopper has engaged with numerous advertising touchpoints. Just a few advantages of the HubSpot Advertising 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 shoppers’ targets and determine if there are particular merchandise {that a} buyer is exhibiting curiosity in (that they don’t presently 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 excited by a demo or trial of among the new performance and merchandise.

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

Additional, buyer advertising groups can then leverage focused nurturing emails and {custom} audience-targeted adverts to advertise merchandise to current 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 intently with the gross sales rep to assist them finest perceive the shopper targets, struggles, integrations, and workforce 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 isn’t simply seen collectively, gross sales might 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 usually thinks the gross sales rep isn’t doing sufficient to assist them remedy 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 remedy their issues.

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

Lastly, one 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 may naturally use among 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 can be in search of integration, knowledge partitioning for reporting, and extremely customizable automation performance. Listed here are a couple of use circumstances the place buyer success groups can profit from Ops Hub:

• Sustaining knowledge integrity for improved buyer insights: Information 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 way of knowledge (a few of it questionable at instances) to seek out essentially 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 reminiscent of deduplication, standardization, and validation of buyer info. 

  Excessive-quality knowledge permits buyer success groups to belief the insights they derive, bettering their potential 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 could be constructed out utilizing Operations Hub’s custom-coded workflows. 

  Figuring out and addressing churn dangers proactively could be complicated (particularly if it’s good to pull in product utilization, firmographics, or third-party knowledge). 

  These workflows can set off particular actions, like sending personalised re-engagement emails, inner emails to CSMs and government 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 info from numerous sources into unified, customizable experiences. This permits for higher reporting and evaluation, serving to determine patterns in buyer conduct and product utilization with out the necessity for an information analyst to put in writing 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 may 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 provides clients unique entry to info like non-public betas, product particulars, submitted tickets, and details of contact.

  By utilizing the info in your CRM, you’ll be able to design a very personalised expertise for every buyer. This strengthens loyalty by making clients really feel valued and knowledgeable about alternatives which can be particularly tailor-made to them. A lot 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 totally different, it’s good to present proactive assist in a number of codecs to cater to several types of learners. Some clients desire assist docs, others movies, and a few desire audio content material. 

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

Most organizations primarily use their CMS as a device for buying new clients, however in a world the place development wants to come back from retention and upselling, your CMS unlocks instruments that a lot 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 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 immediately 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 in your workforce if you happen to supply premium buyer assist providers. By integrating cost processing, buyer success groups can create and handle premium assist plans, permitting clients to pay for enhanced assist providers immediately by way of the platform. Premium assist may embrace quicker response instances, 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 large 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 shopper and provides your workforce the most effective preventing likelihood at retaining and hopefully rising current 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? Discover ways to plan your implementation for optimum success.

Edited by Shanti S Nair