Managing customer support efficiently demands a system that seamlessly connects data from multiple sources. If your business operates with a vast product catalog, multiple service tools, and a diverse customer base, managing customer support becomes more challenging.

A mid-sized enterprise faced these exact hurdles. With over 45,000 products in their Product Information Management (PIM) system, a Shopify store for order handling, and multiple communication channels, they had to switch between systems to resolve customer inquiries.

They needed a solution to consolidate data, streamline workflows, and empower their team to deliver faster, more effective customer service. That’s where a custom integration between HubSpot, their PIM system, and Shopify came into play.

The Challenge: Untangling the Data Web

For this business, the primary challenge was fragmentation. Product details, order statuses, customer interactions, and service tickets were scattered across multiple systems, including their PIM, Shopify, and legacy CRM. This disjointed setup led to:

1. Inefficiency in Ticket Handling
   Support agents often switched between systems to look up product information, order statuses, and customer history. This increased response times and sometimes led to incomplete or inaccurate resolutions.
2. Data Inconsistencies
   Without synchronization between systems, there were frequent mismatches in product specifications, warranty details, and order statuses. These inconsistencies eroded customer trust and caused unnecessary back-and-forth communication.
3. Complex Product Database
   The PIM system housed an extensive library of over 45,000 products. Finding specific product information during support interactions was time-consuming, as agents could not filter or look up data within tickets.
4. Disconnected Communication Channels
   Customer inquiries came through various channels—chat, email, and phone—but these interactions weren’t linked to product or order data. Agents lacked the full context needed to address issues effectively.
5. Legacy System Limitations
   Their outdated CRM couldn’t keep up with the company’s evolving needs. It lacked the flexibility to integrate with modern tools, leaving the support team unable to streamline their workflows or scale operations.

The fragmented data and inefficient workflows led to longer ticket resolution times, decreased agent productivity, and frustrated customers. 

The lack of a unified system made it nearly impossible for the business to analyze support trends or make informed decisions to improve service.

The company recognized that its approach was unsustainable and sought a comprehensive solution to centralize data, reduce inefficiencies, and enhance the customer experience.

The Solution: Bringing Everything Together with a Custom Integration

To tackle the company’s challenges, a custom integration was built to connect their Product Information Management (PIM) system, Shopify, and HubSpot. 

Here’s how it worked:

1. Centralizing Product and Order Data in HubSpot

At the heart of the solution was a seamless integration that pulled product and order information directly into HubSpot tickets.

Instead of juggling multiple systems, support agents could now directly see all relevant product details (specifications, warranties) and order statuses (payments, shipping) in the ticket view. 

This was made possible using HubSpot’s custom card feature, which dynamically displayed this information whenever an agent opened a ticket.

Product data from the PIM system and order data from Shopify were synchronized in real-time with HubSpot. This meant that if a product specification was updated in the PIM system, it automatically appeared in HubSpot. 

Similarly, updates made by agents in HubSpot (like feedback on product issues) were sent back to the PIM, creating a continuous loop of accurate information.

This eliminated the need for agents to switch between systems, saving time and ensuring that every ticket was handled with up-to-date information.

2. Streamlining Ticket Management with Smarter Workflows

Thanks to tailored workflows in HubSpot, managing tickets became much faster and more organized. Given the vast library of over 45,000 products, searching for the right product could have been a nightmare. 

The solution introduced a lookup feature within HubSpot tickets. Agents could enter a product ID or name, and the system would automatically pull all related details, such as warranty status and specifications.

When agents selected a product, additional fields like purchase date, order number, and related specifications were automatically filled in. This reduced manual entry errors and ensured consistency across all tickets.

These changes allowed agents to focus on solving customer issues rather than hunting for information, significantly reducing resolution times.

3. Consolidating Communication Channels

All customer interactions—whether through chat, email, or phone—were centralized within HubSpot. 

Historical calls and messages from Dialpad were synced into HubSpot, giving agents a complete view of past conversations directly within tickets. This context helped agents personalize their responses and address issues more effectively.

Emails and chats were brought into HubSpot’s inbox, allowing the team to manage all inquiries in one place. Agents could resolve issues without switching between tools by linking these messages to tickets and product data.

4. Simplifying Warranty and Claims Management

Handling warranty claims was one of the most time-consuming tasks for the team. The custom integration introduced a dedicated claims management tool within HubSpot.

A new custom object was created in HubSpot to manage warranty claims. This object tracked claim details in one place, such as product model, purchase date, and claim status.

Claims-related updates flowed between HubSpot and the PIM system. For instance, if an agent marked a claim as resolved in HubSpot, the PIM system automatically reflected this update.

With everything in one system, agents could track claims from start to finish without confusion or delays.

5. Enhancing Usability for the Support Team

The integration was designed to ensure the system was user-friendly, with the agents’ workflows in mind. Agents could tailor their ticket views to display only the information they needed most, such as high-priority tickets or unresolved claims.

Hands-on training sessions helped the support team quickly familiarize themselves with the new system. They learned how to use the lookup tools, navigate custom cards, and manage tickets more efficiently.

Focusing on usability, the solution boosted productivity and reduced the stress of managing a complex support system.

The Results: Faster, Smarter Support That Delivers

The custom integration transformed the company’s customer support operations, addressing their most significant pain points and enabling their team to work more efficiently. Here’s how it made a tangible difference:

1. Faster Ticket Resolutions

With product and order data accessible directly within HubSpot tickets, agents no longer waste time switching between systems. The product lookup tool reduced the time spent searching for product details by over 50%.

Automated data population ensured tickets were fully prepared when they reached an agent’s queue, allowing agents to resolve issues faster. Workflow automation immediately routed tickets to the right team, cutting down response times.

Ticket resolution times dropped significantly, letting the team handle more tickets without adding extra staff.

2. Unified, Seamless Communication

Centralizing all customer communication channels in HubSpot gave agents a complete view of each customer’s journey.

Dialpad integration allowed agents to see past call and message history in seconds, ensuring they could personalize their responses. Unified chat, email, and ticket management in HubSpot eliminated the chaos of juggling multiple tools.

Customers received faster, more personalized support, leading to fewer follow-ups and more first-contact resolutions.

3. Better Data Accuracy, Real-Time Updates

The bidirectional sync between HubSpot, PIM, and Shopify ensured that all data—product specs, warranty terms, and order statuses—was always up-to-date.

Agents had the confidence to provide accurate information to customers without double-checking across systems. Any updates made by the support team in HubSpot were reflected in the PIM system, keeping all departments aligned.

Data inconsistencies were virtually eliminated, reducing customer frustration and improving trust in the support team.

4. Smoother Warranty and Claims Management

Managing warranty claims, previously a complicated and time-consuming process, became straightforward with the new system.

The custom claims object in HubSpot gave agents a clear view of each claim’s status, history, and required actions. Automated claim updates between HubSpot and the PIM system streamlined the resolution process.

Warranty claims were processed faster, improving customer satisfaction and giving agents time for other tasks.

5. A More Empowered Support Team

The solution made their work easier and more rewarding by designing the system around the agents’ needs.

Customizable views let agents focus on what matters most, like high-priority tickets or unresolved claims. Hands-on training ensured the team was comfortable and confident using the new tools.

Agent productivity increased, and team morale improved as they spent less time on repetitive tasks and more time helping customers.

6. Happier Customers, Backed by Data

The combination of faster responses, personalized communication, and accurate information resulted in a noticeable boost in customer satisfaction:

Follow-up surveys showed a 25% increase in positive feedback, with customers praising the clarity and speed of support. First-contact resolution rates rose by 30%, reducing the need for multiple interactions to solve a single issue.

The company met and exceeded customer expectations, reinforcing its reputation for excellent service.

Streamlining Support for Long-Term Success

This company transformed its customer support operations by integrating its Product Information Management (PIM) system, Shopify, and HubSpot. 

What was once a fragmented, inefficient system became a cohesive platform that empowered their team to resolve issues faster, provide accurate information, and deliver a better customer experience.

This case shows how the right combination of integration and automation can address even the most complex support challenges. If your team struggles with slow response times, scattered data, or disconnected tools, now is the time to act. 

Is Your Support System Holding You Back?

Don’t let inefficiencies slow you down. At Origin 63, we specialize in building custom solutions that simplify workflows, connect tools, and empower teams. Contact us today to see how we can transform your customer support operations!