Overcoming Customer Service Obstacles with Marketing Automation

Obstacles can ruin your day: whether it is a traffic jam caused by a car accident or re-arranging your to-do list to wait on the phone with customer service all afternoon. We can’t fix your commute, but we are on a mission to improve customer service experiences! Long customer service queues, crazy phone waiting periods and support emails that don’t get read for days are plain and simple bad for your bottom line as a business owner.

But, lousy customer service is also terrible for your brand. To show you how we can best help streamline your customer service process with marketing automation, we will walk you through a case study with our client, Fab Fours. 

When we started working with them, their team needed a platform to help them manage their insane growth and provide a seamless customer service experience—cue Hubspot Marketing and Service hub.

Customer Service Marketing Automation Made Easy: Service Hub

​​If you’re currently managing an info@ or hello@ inbox to manage customer inquiries, requests or issues, your customer service team is likely overwhelmed and lacking organization. The Hubspot Service Hub offers features to help streamline customer communications and support your team with features like ticketing, bots, a knowledge base to store FAQs and customer feedback surveys. Learn more about it here: Hubspot Service Hub.

Integrate Your Website with Hubspot Forms

One of the first things we did when onboarding Fab Fours was to audit their website. and determine opportunities to add Hubspot forms and automate the customer experience. 

Look at ways customers can contact you on your website. Can any of them be converted to a form that will feed into Hubspot? We replaced all existing PDF downloads, email forms and call buttons on the Fab Fours website with easy-to-use Hubspot forms that all feed into the Hubspot Service Hub. The customer service team can now see a clear view of open tickets and triage issues as needed. 

Create a Knowledge Base 

The Hubspot Knowledge Base makes it easy for your customers to search for the information they need and answer their questions on their own. The Fab Fours customer service team spent hours day-in and day-out answering simple customer questions and forwarding part manuals to customers and installers. Creating the Fab Fours knowledge base with over 500 articles has empowered customers and installers to answer their questions before submitting a ticket to the customer service team. 

Use Chatbots 

Some customers like to answer their questions quickly without having to call in or wait on a response. To serve those customers, we implemented chatbots on the website and in Facebook Messenger. After asking a few qualifying questions, the chatbot directs customers to the FAQs page, warranty page or knowledge base. It is important to note that sometimes the query may not be resolved; in this case, the chatbot prompts the customer to submit their information as a ticket to the Fab Fours team, who then respond accordingly. 

Segment Your Database

When we started working with Fab Fours, they sent out several email blasts monthly to their entire contact list and their open rates were suffering at 5%. We strategized ways to begin segmenting email lists to send relevant content to customers and partners. We were able to do this by creating database properties to identify qualities about each customer, such as their “Vehicle Make,” “Model” and “Year,” to target emails based on the monthly offer. 

We also created a property to segment Fab Fours Owners from Non-Owners to properly survey actual product users with customer satisfaction surveys. The owner vs. non-owner segmentation allowed the client to know if the satisfaction ratings they received were from day-to-day users of their products.

Using this segmentation, we raised the average open rate on Fab Fours’ emails to 25% in less than six months.

By combining Hubspot Marketing and Service Hub, we created automated systems to improve customer satisfaction and give the customer service team back time in their day. Since implementing these practices, the customer service department has seen its call volume drop by 33%. We’ll take it! 

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As a proud Hubspot partner, if there’s a way to leverage marketing automation in your organization to help drive marketing success, we’d love to help. Get in touch today!