When it comes to customer satisfaction and engagement, you can’t settle for surface-level information if you’re striving to deliver customer delight.
With HubSpot’s Service Hub, users can access the reports they need to exceed customer expectations.
HubSpot Service Hub can be a customer service leader’s best friend when used correctly. One huge advantage separate from the reports themselves is how accessible and centralized your customer engagement information is within the portal. Rather than building reports on separate platforms and compiling your findings, HubSpot enables a single access point to all things customer service management.
HubSpot takes a two-layered approach to customer engagement reports — qualitative and quantitative. One without the other doesn’t enable reports to give the whole picture. Comprehensive reports can be utilized to make data-driven, confident decisions for your customer engagement strategy.
With all of the above taken into consideration, read on to take a deep dive into HubSpot-generated reports that will supplement your customer engagement success.
1. Average Agent Response Time by Source
While first impressions do matter, it’s still critical to continue the level of service and engagement throughout the customer relationship.
Integrating LTV metrics into your standard business strategy is key, as it helps your customers connect with you. Your customers should be able to contact you with ease — not face long holds, slow chatbots, or other bottlenecks.
The best way for service leaders to identify primary sources and possible bottlenecks of support tickets is with a custom report using Average Agent First Response Time. Specifically, the report is built using Average Agent first response time broken down by source, rep, pipeline, or team.
With this information, it’s possible to adjust the support strategy accordingly. For example, if your team is receiving a ton of live chat requests and not so many phone calls, resources can be shifted from phone to chat.
This report data can also be useful information for sales reps, as these channels are likely the same ones used by prospects and ICPs for communication.
2. SLA Reporting & Secondary Properties
SLA is a common theme with service leaders, but did you know that adding another filter with HubSpot reporting to your SLA reports can provide more granular data? By combining these two aspects, you’re making the most of the quantitative and qualitative output that HubSpot enables.
When you turn on SLA within the HubSpot portal, there are four properties you can access to leverage within your reports:
- Time to Close SLA Due Date
- Time to Close SLA Ticket Status
- Time to First Response SLA Due Date
- Time to First Response SLA Status
To illustrate this combination, examine tickets where Time to Close SLA Due Date is before today and break it down by product, rep, or initial source. The reason being is because the SLA due date shows a total amount whereas the second property provides context. You can then utilize this report to identify if certain products, team members, or communications channels are leading to a breakdown in SLA.
3. Company Industry Comparison
For this report, you'll want to generate two pie charts:
- Company Industry by Count of Tickets
- Company Industry by Count of Companies
Then, filter for the lifecycle stage to represent customers. By comparing these two pie charts, service leaders can identify if one industry is dominating the number of service requests relative to the overall breakdown of customers. For example, if Automotive accounts for 60% of tickets but 4% of customers and revenue, that’s a prompt to address the gap. Strategies that could address this issue could be increasing self-service options for that specific industry and looking closer to see if there is a breakdown in product-industry fit.
Output from this report can really guide your business strategy when it comes to industry segmentation. Finding best-fit services that align with unique industry needs is the first battle. After that, it’s integral to continue monitoring this fit and ensure your team is equipped to overcome whatever customer engagement obstacles they may face.
HubSpot’s two-layered approach to customer engagement makes it easy to identify procedural gaps and take action to close them. SLAs and other similar measures are common and popular, but only provide time-based data or other strictly quantitative information. Services leaders need to know about internal and external factors that are contributing to customer satisfaction. It's one thing to know how many fires we have — it’s more valuable to know what starts the fires, as well as what helps extinguish them.
Darren Howerton is New Breed's Solutions Architect based in Providence, RI. He supports current and future New Breed partners by designing the optimal blend of software and services to support their growth. Darren loves to kitesurf and surf and is currently learning to hydrofoil in his free time.
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