Easy methods to Configure HubSpot Service Hub for Buyer Success Groups

Buyer expectations are at an all-time excessive.

Firms are transferring away from a “progress in any respect prices” mentality to a wise and environment friendly progress mentality. With this shift, the give attention to retaining prospects, persistently 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 offers buyer success groups with a complete set of instruments to assist meet evolving buyer wants.

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

We’ll additionally discover how Service Hub turns into much more precious 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 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 stage, 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 keep up buyer satisfaction.

On this stage, mostly, a single buyer success supervisor (CSM) or a group member wears a number of hats, akin to of a salesman, marketer, or IT individual, and owns these tasks.

Key focus areas the place HubSpot Service Hub will help:

• Establishing fundamental ticketing techniques for difficulty monitoring
• Configuring helpdesk assist 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 frequent inquiries, which is able to assist scale back response occasions and guarantee constant assist.

Stage 2 — Outline: structuring buyer success efforts

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

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

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

Key focus areas the place HubSpot Service Hub will 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
• Establishing and using buyer well being scores to watch engagement
• Establishing 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 includes strategic engagement with prospects, refining success methods based mostly on suggestions, and utilizing metrics to information actions. The main focus shifts from reactive downside 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 akin to month-to-month recurring income (MRR), CLTV, and buyer satisfaction rating (CSAT)
• Conducting quarterly enterprise critiques with prospects to debate targets and progress
• Implementing proactive outreach campaigns based mostly on buyer habits 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, akin to routing prospects to gross sales or assist relying on their wants.

For 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 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 and marketing, making certain 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 may even see upsell and cross-sell as a few of their main tasks on prime 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 will help:

• Integrating omnichannel assist, together with reside 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 via 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 group progresses via these levels, HubSpot Service Hub offers the functionalities and instruments wanted to assist every section, making certain 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 larger retention, satisfaction, and progress.

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

• Utilizing advertising and marketing insights to reinforce buyer success efforts: Buyer success groups can use knowledge from advertising and marketing campaigns to higher perceive purchasers’ targets and establish if there are specific merchandise {that a} buyer is displaying 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 sizzling and see if the consumer is occupied with a demo or trial of a number of the new performance and merchandise.

If you’re monitoring your entire web site and advertising and marketing campaigns in HubSpot, the shopper advertising and marketing group can leverage knowledge from present purchasers to see if messaging and campaigns (focused in direction of new prospects) are resonating.

Additional, buyer advertising and marketing groups can then leverage focused nurturing emails and {custom} audience-targeted advertisements to advertise merchandise to present 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 intently with the gross sales rep to assist them greatest perceive the shopper targets, struggles, integrations, and group 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 will not be simply seen collectively, gross sales will probably be attempting to work a chance 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, if you’re utilizing a helpdesk outdoors of HubSpot, like Zendesk, the assist knowledge lives in a single database and gross sales knowledge lives in one other. Until your integration is effectively developed, there may be an elevated danger of those disconnects taking place. This can be a frequent wrestle HubSpot prospects 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 chargeable for up-sells, then they may naturally use a number of 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 in search of integration, knowledge partitioning for reporting, and extremely customizable automation performance. Listed here are a number of use instances 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 group members in having to sift via knowledge (a few of it questionable at occasions) to search 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 akin to deduplication, standardization, and validation of buyer data. 

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

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

  Figuring out and addressing churn dangers proactively may be complicated (particularly if that you must pull in product utilization, firmographics, or third-party knowledge). 

  These workflows can set off particular actions, like sending personalised 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 scuffling with fragmented knowledge, groups can now consolidate data from varied sources into unified, customizable experiences. This permits for higher reporting and evaluation, serving to establish patterns in buyer habits and product utilization with out the necessity for an information analyst to write down out SQL queries. 

  Datasets are additionally precious 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 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 personalised expertise for every buyer. This strengthens loyalty by making prospects really feel valued and knowledgeable about alternatives which are particularly tailor-made to them. All 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, that you must present proactive assist 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 present piece of collateral (like a data base article) and publish it in a number of codecs utilizing AI performance throughout the platform, making certain that customers have entry to data of their most well-liked format. The sort of performance saves you time and manufacturing prices and can enable you affect extra prospects.

Most organizations primarily use their CMS as a instrument for buying new prospects, however in a world the place progress wants to return 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 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 straight throughout the HubSpot ecosystem. This functionality can be utilized for upselling and cross-selling alternatives (along side offers in CRM).
• Providing premium buyer assist: Commerce Hub opens new doorways in your group in the event you provide premium buyer assist companies. By integrating fee processing, buyer success groups can create and handle premium assist plans, permitting prospects to pay for enhanced assist companies straight via the platform. Premium assist may embody quicker response occasions, devoted account managers, or extra coaching sources.

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

Unlocking buyer success with Hubspot Service Hub

Integrating HubSpot Service Hub with different HubSpot Hubs offers a 360-degree view to each worker. This in the end advantages the shopper and provides your group the very best combating probability at retaining and hopefully rising present buyer relationships.

By advancing via the shopper success maturity levels, 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 optimum success.

Edited by Shanti S Nair