Managing customer support at scale requires more than just responding to emails. Without an efficient system, issues slip through the cracks, response times slow down, and customer satisfaction takes a hit.

The HubSpot Service Hub Ticketing System is built to help teams track, manage, and resolve customer inquiries systematically. When used effectively, it streamlines workflows, enhances collaboration, and helps businesses scale their support operations without increasing overhead.

This guide walks through how to maximize HubSpot’s ticketing system, including best practices for automation, ticket routing, CRM integration, and performance tracking.

Understanding HubSpot’s Ticketing System

Keeping track of customer inquiries can quickly become overwhelming, especially as support requests come in from multiple channels—email, live chat, forms, and even social media.

Using HubSpot’s ticketing system, teams can manage everything in one centralized space. Every inquiry gets logged as a ticket, allowing support teams to track progress, assign tasks, and ensure nothing gets lost. 

Plus, HubSpot offers several ways to create tickets, depending on where and how customer issues arise. There are several ways to create tickets in HubSpot:

1. Creating Tickets from the Tickets Index Page

One of the simplest ways to create a ticket is directly from the Tickets Index Page, especially when manually logging a request that wasn’t captured automatically. 

It’s particularly useful when a customer reaches out via phone, in-person, or another offline channel, and their inquiry needs to be added to the system.

To create a ticket, go to CRM > Tickets, then click Create Ticket. In the right panel, enter the ticket details, such as ticket name, status, and pipeline assignment. Customize the form to include additional fields relevant to the issue if needed.

This method is ideal for teams that want full control over ticket creation and should ensure that every inquiry—no matter where it originates—is adequately documented and assigned.

2. Creating Tickets from a Contact or Company Record

Sometimes, an issue isn’t a standalone request—it’s part of an ongoing conversation with a customer. In these cases, creating a ticket directly from a contact or company record helps keep everything linked, so past interactions, purchases, and previous support history are easily accessible.

To create a ticket, open the relevant contact or company record, navigate to the Tickets section, and click + Add.

A new panel will open where ticket details can be entered. By default, this ticket will be automatically associated with that contact or company, keeping all related conversations and activities in one place.

This method is best for escalating customer concerns or tracking issues for long-term clients requiring multiple touchpoints before their case is fully resolved.

3. Creating Tickets from the Conversations Inbox

For teams managing a high volume of support inquiries, automating ticket creation through the Conversations Inbox is one of the most efficient ways to streamline customer service. 

Instead of manually creating tickets for every incoming request, HubSpot can automatically generate them from emails, live chat, or social media messages.

To set this up, businesses can:

• Enable email ticketing so that every email sent to a support address automatically creates a ticket in HubSpot.
• Connect a HubSpot form, allowing customer-submitted inquiries to flow directly into the support queue.
• Set up a chatbot, ensuring that every interaction requiring follow-up is turned into a ticket.

This approach is ideal for fast-paced support teams that handle a constant influx of customer inquiries and need a way to organize them without extra manual effort. Every inquiry is also captured in real-time, reducing response times and improving overall customer experience.

How to Use HubSpot for Customer Success

Resolving issues is the bare minimum—what drives success is ensuring customers achieve their desired outcomes.

A proactive approach fosters higher retention rates, stronger brand loyalty, and increased lifetime value (LTV). With HubSpot’s robust ecosystem, businesses can create seamless customer experiences, track engagement, and drive long-term success.

Here’s how to use HubSpot strategically to enhance customer success beyond basic ticketing and support.

1. Automate Ticket Creation and Assignment for Faster Resolutions

Keeping up with support requests from different channels can quickly become overwhelming. Emails pile up, chats get lost, and customers wait longer than they should. Automation can increase workplace productivity by up to 40%.

Instead of sorting everything manually, HubSpot can automatically turn incoming inquiries into tickets and assign them to the right people.

Think about an e-commerce company handling both shipping delays and product defects. 

Instead of having agents manually decide where each issue should go, HubSpot can route shipping-related tickets to the logistics team and product defect cases to the returns department.

Setting this up is simple:

1. Connect your support email so all inquiries automatically become tickets.
2. Use automation to assign tickets based on urgency, issue type, or customer type.
3. Set up chatbots to create tickets directly from live chat interactions.

This way, your team can focus on solving problems, not sorting emails.

2. Customize Ticket Pipelines to Keep Support Teams Organized

Without a clear process, tickets can get stuck in limbo—waiting on a response, lost in the queue, or worse, forgotten. HubSpot lets you customize your ticket pipeline to match how your team works.

A SaaS company, for example, might need a separate pipeline for technical support and another for account issues. A billing inquiry can go straight to New → In Progress → Resolved, while a product bug might need an extra step for the engineering team before it’s closed.

To customize a pipeline:

1. Go to Settings > Objects > Tickets > Pipelines.
2. Adjust the default stages or create new ones that fit your team’s workflow.
3. Set required fields at each stage to ensure no important details are missed.

A structured pipeline means fewer bottlenecks and a smoother experience for customers and agents.

3. Implement Smart Ticket Routing to Get Issues to the Right Agent

Nobody likes getting bounced around from one agent to another. When customers reach out, they should be connected to the person who can help them. HubSpot’s ticket routing makes sure that happens.

Picture a travel agency handling flights, hotels, and car rentals. Instead of every inquiry going to a general queue, HubSpot can detect keywords and route flight-related issues to the air travel team, hotel complaints to the reservations team, and car rental questions to the right specialists.

To set up smart routing:

1. Define agent skills (billing, product troubleshooting, onboarding, etc.).
2. Assign skills to agents under Settings > Routing > Manage Skills.
3. Create rules to direct tickets based on keywords, category, or customer type.

Less back-and-forth means faster resolutions and happier customers.

4. Use a Knowledge Base to Reduce Support Volume

Customers don’t always want to wait for an agent—they just want quick answers. A knowledge base helps them find solutions independently, reducing the number of tickets your team has to handle.

Let’s say you run a subscription box service, and every day, people ask, "How do I change my shipping address?" 

Instead of making them wait for an agent, you can have a clear help article that walks them through the process. HubSpot can suggest relevant articles when customers type similar questions in live chat.

To make a knowledge base work:

1. Write easy-to-follow guides for common questions.
2. Set up automatic article suggestions when customers submit a ticket.
3. Use chatbots to surface help docs before escalating to live support.

A strong knowledge base means fewer tickets, less agent work, and faster customer answers.

5. Prioritize Urgent Tickets with Automation

Not all tickets are equal—some can wait, but others need immediate attention. HubSpot helps you flag urgent issues so they get handled first.

Imagine a financial services company that supports VIP clients. If a high-value customer submits a ticket about a locked account, you don’t want it sitting in the queue with minor issues. 

HubSpot can automatically tag it as urgent, notify a senior agent, and even trigger an internal alert on Slack.

To prioritize urgent tickets:

1. Set up SLA tracking to monitor response times.
2. Use automation rules to flag high-priority tickets based on keywords like "urgent" or "account locked."
3. Route VIP or security-related tickets directly to senior agents.

Issues won’t be buried, and top customers will always get the service they expect.

6. Automate Customer Health Scoring to Predict and Prevent Churn

Customer success isn’t just about fixing problems—it’s about knowing when customers need extra attention. HubSpot helps businesses track engagement and assign a health score based on behavior.

A SaaS company might monitor login frequency, feature usage, and support tickets. If customers log in regularly and use major features, their score stays high. But if their usage drops and support tickets increase, it’s a sign they might be struggling.

To set up health scoring in HubSpot:

1. Create custom properties for tracking engagement.
2. Use workflows to update health scores based on behavior.
3. Trigger alerts when a score drops below a set threshold.

Businesses can prevent churn before it happens by acting early—whether through a check-in call, a tutorial, or a special offer.

7. Use Workflows to Provide Proactive Support

Most support teams wait for customers to reach out, but HubSpot allows businesses to step in before problems arise.

A B2B software company might find that customers who don’t complete their integration setup within 30 days are more likely to cancel. Instead of waiting, a workflow can send a setup guide if no action is detected. 

A customer success manager gets notified to follow up if the email isn't opened.

Workflows can also handle escalations. If a high-priority ticket remains open for 48 hours, HubSpot can notify a senior agent or alert the team. Proactive support like this builds trust and improves retention.

8. Centralize Customer Data for a 360° View of Engagement

When customer data is scattered across different tools, teams waste time searching for information, and customers get frustrated repeating themselves. HubSpot consolidates everything—support tickets, emails, purchases, and interactions—into a single view.

For example, an e-commerce store selling fitness equipment can see a customer’s order history, previous support requests, and which emails they’ve opened. 

Instead of just troubleshooting, the support team can recommend training videos or offer a free check-in with a fitness expert.

With all data in one place, support teams respond faster without asking repetitive questions, sales teams avoid pitching to customers with unresolved issues, and marketing teams personalize campaigns based on actual product usage.

A unified view helps teams make better decisions and creates a smoother customer experience.

9. Personalize Customer Onboarding at Scale

An effective onboarding process keeps customers engaged, but scaling it without losing the personal touch can be challenging. HubSpot allows businesses to automate onboarding while tailoring it to different customer needs.

A subscription-based business, for example, might have beginners and advanced users. Instead of sending the same emails to everyone, HubSpot can segment customers at sign-up. Beginners get step-by-step guides, while advanced users receive expert tips and shortcuts.

To personalize onboarding:

1. Tag customers based on experience level.
2. Trigger email sequences that match their needs.
3. Send reminders if setup steps aren’t completed.
4. Use chatbots for real-time guidance.

Since 86% of customers say they’re more likely to stay loyal to a company that invests in onboarding, a structured but personalized approach can significantly impact them.

10. Improve Customer Communication with Multi-Channel Ticketing

Not every customer prefers email. Some want quick responses via live chat, others reach out through social media, and many still use web forms. HubSpot helps businesses centralize support across multiple channels by automatically creating tickets from:

• Email inquiries
• Live chat conversations
• Social media messages (e.g., Facebook Messenger)
• Web form submissions

This ensures that no request goes unnoticed, no matter where it comes from. A retail business, for example, might receive product inquiries through Instagram DMs, order issues through email, and shipping questions via live chat. 

Instead of managing these separately, HubSpot funnels everything into one dashboard, making it easier for support teams to stay organized and respond consistently.

Multi-channel support also provides valuable insights. Businesses can track which channels drive the most inquiries and where response times are lagging, allowing them to adjust staffing and optimize resources.

11. Leverage AI & Chatbots to Provide Instant Support

Customers want quick answers, but support teams can’t always respond instantly. AI-powered chatbots fill this gap by handling routine questions and guiding customers to solutions, freeing up agents for more complex issues.

A SaaS company, for example, might use a chatbot to help new users with setup questions like "How do I reset my password?" or "Where can I find my billing history?" Instead of waiting for a human agent, customers get instant answers, reducing ticket volume.

To use AI for customer success:

1. Deploy a chatbot to handle FAQs and troubleshooting steps.
2. Use AI-powered ticket routing to send complex issues to the right agent.
3. Integrate AI-generated knowledge base suggestions into live chat.

A well-configured chatbot can resolve up to 80% of routine inquiries, ensuring customers get the help they need while allowing agents to focus on high-value interactions.

Transforming Customer Success with Smarter Support

Customer success isn’t just about solving problems—it’s about ensuring customers get value at every stage. Automating support, using AI, and streamlining ticketing create a smoother experience for both customers and teams.

Centralizing data and offering multi-channel support can help businesses respond faster and more consistently. AI-powered tools further reduce wait times, allowing agents to focus on more complex issues.

A well-optimized system builds trust, improves retention, and turns support into a growth driver. When customers feel supported, they stay longer and engage more.

Set Up Your HubSpot Ticketing System with Origin 63

A well-structured HubSpot ticketing system can make all the difference in how efficiently your team manages support and customer success. Origin 63 helps businesses set up, optimize, and automate HubSpot Service Hub so teams can focus on delivering great customer experiences.

Let’s build a support system that works for your business and your customers. Reach out to Origin 63 today.