At Grow With Inbound 2020, Taryn Reyneke of Huble Digital hosted a panel discussion with Corrie Freudenstein, Head of Marketing at Leybold, and Gayle Wheaton, Director of Go-to-Market Strategy at HubSpot.
In this blog we discuss some elements from the Q&A which focused on the new, exciting features that HubSpot Service Hub is introducing for Enterprise-level companies.
Taryn kicked off the panel by noting how more Enterprise businesses are using HubSpot as a central source of truth for operations. Interestingly, this increased adoption coincides with the launch and growth of HubSpot Service Hub. Taryn believes this is because the platform enables a simple and frictionless customer experience, from marketing to sales to delighting customers.
That insight would go on to inform the panel discussion:
Taryn: Corrie, can you tell us how Leybold is using HubSpot’s Service Hub and how the platform has helped streamline team operations across multiple channels?
Corrie: Absolutely! We’ve been using HubSpot Service Hub since it was launched, having evolved with the platform as we’ve onboarded different teams. We’ve shifted over the use of tickets as we generate marketing qualified leads, so now we’re able to generate tickets for our internal sales organisation via HubSpot’s lead-scoring elements.
Those tickets then get sent over to our sales reps, who investigate the leads and set them up in our secondary CRM. Unfortunately, we’re not using the HubSpot CRM at the moment (though I wish we were!).
With Service Hub, Leybold’s sales team gets the complete experience, which really unifies the process of managing a lead versus managing an incoming service request. This has completely optimised our time.
Taryn: How is Leybold using the Conversations tool with the company’s multiple teams?
Corrie: We have three core departments — Service, Orders, and a team that manages quotes and inside-sales processes for the company. All three of these teams worked through shared inboxes that were managed exclusively in Outlook, which meant that we lacked transparency. For example, when someone emailed multiple departments seeking solutions, we would have multiple teams chasing down that same response, which caused delays and interrupted the customer experience.
HubSpot Service Hub’s Conversations tool helped us knit these disparate inboxes together. Now, on any given ticket and using the contact’s record, we can see how many initiations the lead has had for the same request, as well as the history of other tickets covering the same topic. This is really helpful to us — for example: if a customer Live Chats us and then sends a request to our service department at the same time, we can jump in and give them the best possible solution.
With complete transparency across the entirety of the customer journey, we have the information on-hand to service our clients to the best of our ability. Essentially, it optimises and consolidates our resources which makes us that much faster.
Taryn: Thanks Corrie. Uniting teams and channels is a huge focus for HubSpot this year, especially as businesses scale. Gayle, could you tell us what’s coming up?
Click play to see Gayle’s answer:
Taryn: Corrie, could you tell us how Service Hub has helped you scale your business operations while improving efficiency?
Corrie: One of the first things we did when onboarding with Service Hub was to start obtaining metrics on response time for certain tickets. We also began creating custom ticket properties to categorise the types of requests that were coming in. To achieve this, our core team manager asked her staff to select the level of complexity as they were fielding requests. This was the first stage.
We then ran reports to determine the quantity of requests that we considered advanced, as well as those that could be handled by more of an administrative function. Through those reports, we discovered that we didn’t need advanced engineers answering all of our incoming tickets. Instead, we created two categories of tickets — one for our engineers and one for our administrators. This allowed us to restructure our team and hire differently, all within two months of onboarding with Service Hub.
The above helps us gather everything in one place to ensure that customers aren’t “ping-ponged” from department to department. Because we’re using tickets to send leads to the correct department, we can better qualify leads internally before engaging our field sales reps, which optimises the time needed for selling.
Taryn: In terms of improving efficiency and scaling support and operations, could you tell us what’s planned, Gayle?
Taryn: Thanks Gayle, could you offer insight into what’s coming from the reporting side of things, as well as other proactive features like Customer Surveys?
Gayle: The really big news is that we are releasing Conversations as an object. In addition to being able to report on chats and tickets, you’ll be able to report on all the conversations from HubSpot Service Hub. It’s all combined into a unified view so that you can report on everything together, be it anything from emails to chats. How this will roll-out is that first you’ll be able to report on conversations by themselves, followed by cross-object reporting.
(Corrie picked up where Gayle left off and explained how her teams will be using the new features.)
Gayle then added: Customer Surveys is another exciting feature on the horizon. If you think about Google Surveys and how you can add dropdowns and open-ended questions — this will be what you can build in Custom Surveys, which will give you tons of flexibility and allow you to be more flexible when surveying specific customers for specific information.
Taryn: As we all know, the 360-degree view of the customer is the holy grail. Corrie, could you tell us how implementing the suite for marketing, sales, and service has enabled the 360-degree view for Leybold?
Corrie: It’s really helped us with our ABM efforts and how we go after the high-value accounts. We’re working side-by-side with the sales team to build a really consolidated marketing and sales approach to penetrate these top accounts. For us, it’s been really great to implement Sequences, alongside marketing email workflows and LinkedIn ads. While at the same time, we’ve been able to measure what kind of inbound requests are coming from our core accounts through tickets on the service side.
Corrie unpacks targeting high-value accounts further in the below snippet:
Everything we do should be in service of the customer experience
Taryn wrapped up the panel discussion by emphasising the important role that unification plays in a 360-degree view of your customers.
As HubSpot notes: Customers expect personalised, 24/7 service through various channels and for queries or complaints to be resolved in minutes. But most customer service teams find it difficult to fulfil these expectations because their tools and data are housed in multiple sources. HubSpot Service Hub brings all your customer service data and channels together in one place, and helps scale business support through automation and self-service, which means more time for proactive service that delights, retains, and grows your customer base.
If you have any questions about the HubSpot Service Hub and how it can benefit your business, or would just like to discuss how to enable your marketing, sales, and service teams, please get in touch with a Huble Digital consultant.
For the full catalogue of Grow With Inbound 2020 presentations, click here.