Change is never easy, especially when it involves overhauling a core system that a team relies on daily. For a shipping and fulfillment company, moving their service team from Zendesk to HubSpot represented both an opportunity and a challenge.
While their sales and marketing teams already leveraged HubSpot for streamlined operations, the service team remained siloed, working with disconnected workflows that slowed down processes and limited collaboration.
The company decided it was time for a unified approach to create a seamless customer experience. However, the transition required careful planning, collaboration across departments, and a robust Change Management strategy to ensure a smooth shift.
The service team’s reliance on Zendesk created several barriers that limited their efficiency and collaboration with the rest of the organization:
Fragmented Workflows
While sales and marketing teams were fully integrated within HubSpot, the service team operated independently on Zendesk. This created silos that made handoffs between teams inefficient and error-prone. For example, leads passed from marketing to sales had no visibility into the support tickets that followed.
Disconnected Customer Journey
Without a unified system, the customer experience was fragmented. Support agents couldn’t easily access information from sales and marketing interactions, leading to ticket resolution delays and a lack of personalized support.
Complex Service Operations
The service team handled inquiries through multiple channels, including chat, forms, and email.
However, their Zendesk setup offered limited automation and required manual ticket creation, routing, and escalation processes. This slowed down response times and increased agents' workloads.
Lack of Reporting and Visibility
Zendesk didn’t provide the robust reporting capabilities the team needed. They struggled to track metrics like SLA compliance, ticket response times, and customer satisfaction (CSAT).
Without this data, they couldn’t measure their performance or identify areas for improvement.
Resistance to Change
Shifting to HubSpot required significant adjustments for the service team, many of whom were unfamiliar with the platform. Ensuring their buy-in and adoption of the new system was a hurdle that needed to be addressed through training and support.
These challenges not only slowed down the team but also impacted the overall customer experience. Delayed responses, fragmented communication, and a lack of insights into customer needs eroded trust and loyalty.
Without addressing these issues, the company risked falling behind in a competitive industry where fast, seamless service is a critical differentiator.
Recognizing these challenges, the company turned to a Change Management strategy designed to bring their teams together, streamline operations, and ensure a successful transition to HubSpot.
Origin 63 worked closely with the company to implement a tailored solution to address fragmented workflows, disconnected customer experiences, and resistance to change.
Their approach focused on creating a unified system while ensuring minimal disruption to operations and strong team adoption.
Here’s how the solution came together:
Origin 63 designed and implemented a streamlined ticketing system within HubSpot to meet the company’s specific needs.
Together, the teams mapped out three custom ticket pipelines to handle inquiries, including live chat, forms, and two team email addresses, all routed into HubSpot’s conversations inbox.
This allowed agents to manage all tickets in one place, improving efficiency and eliminating the need to juggle multiple tools. Each pipeline featured clearly defined stages and properties, ensuring tickets moved efficiently from creation to resolution.
Origin 63 connected all customer inquiry channels—live chat, email, and forms—into HubSpot’s conversations inbox to centralize ticket management. This eliminated the need for agents to switch between systems, allowing them to manage tickets from a single platform.
The team also developed over 30 custom ticket properties to ensure agents had the information they needed, capturing details like warranty terms and issue categories. They also configured personalized views so agents could quickly prioritize and address the most urgent tickets.
Origin 63 introduced automation to handle repetitive tasks and improve service quality. The team set up workflows to automatically assign tickets to the appropriate team or escalate them based on urgency or issue type.
For example, technical issues were routed to specialists, while general inquiries went to the support team. Escalation protocols ensured that high-priority tickets were promptly directed to senior staff for resolution. This reduced manual effort and ensured no ticket was overlooked.
The team also established Service Level Agreements (SLAs) to track response and resolution times. Custom alerts notified agents when tickets approached SLA deadlines, helping maintain high service standards.
Additionally, Origin 63 automated the distribution of post-resolution surveys to collect customer feedback, with survey results sent directly to team leaders for review and action.
Origin 63 implemented a phased migration strategy to ensure a smooth transition from Zendesk to HubSpot. The team ran both systems concurrently, allowing agents to test the new platform while maintaining uninterrupted customer service.
They used User Acceptance Testing (UAT) insights to refine workflows and address gaps before the final transition.
O63 guided the service team through real-world scenarios, such as creating tickets via live chat and processing them through different pipeline stages. Feedback from these tests informed refinements to workflows.
The team also transferred the company’s knowledge base from Zendesk to HubSpot, preserving critical resources for agents and customers. They maintained service continuity and avoided disruptions.
To break down silos between departments, Origin 63 facilitated collaboration across the company’s service, sales, and marketing teams.
They configured shared views and permissions, giving sales and marketing access to support tickets while enabling service agents to view customer and deal records. This integration streamlined handoffs between teams and created a more cohesive customer journey.
Additionally, Origin 63 set up a centralized knowledge base in HubSpot as a shared resource for all departments. This consistency allowed agents to address customer issues more effectively and improved organizational communication.
Recognizing the importance of team buy-in, Origin 63 developed a comprehensive training program tailored to the company’s unique needs.
They hosted sessions for different cohorts, focusing on essential skills like navigating HubSpot, managing tickets, and generating reports. For administrative leaders, they provided guidance on configuring pipelines, managing users, and maintaining the system post-launch.
Origin 63 continued to support the team post-launch with a dedicated adoption phase. They addressed challenges, implemented optimizations, and provided additional guidance to ensure the service team fully embraced the new system.
With a hands-on, collaborative approach, Origin 63 resolved the company’s immediate challenges and equipped them with the tools and knowledge to sustain long-term success.
The collaboration between the company and Origin 63 delivered significant improvements across their customer support operations.
The transition to HubSpot Service Hub streamlined workflows, enhanced collaboration, and empowered the service team to deliver faster and more effective support.
The new workflows and automation significantly reduced ticket response and resolution times. Agents could access key information immediately, avoiding delays caused by switching between systems.
With Service Level Agreements (SLAs) now fully integrated into their workflows, the team consistently met response and resolution deadlines.
Alerts for SLA breaches helped prioritize urgent tickets, ensuring that high-priority issues were resolved on time. On average, the team reduced their first-response time from 10 hours to just 7 hours, a clear indicator of improved efficiency.
Automated Customer Satisfaction (CSAT) surveys provided valuable feedback on support quality.
Since the new system's launch, survey response rates rose from 5% in Zendesk to 8% in HubSpot. Positive feedback also increased, with 61% of responses rating their service experience highly—up from less than 50% before the migration.
These improvements demonstrated a more engaged customer base and a service team that consistently delivered better outcomes.
Origin 63’s tailored training and post-launch support enabled the team to adapt quickly to HubSpot. Over 90% of the team actively used the new platform, reflecting strong adoption.
With centralized tools and streamlined workflows, the service team handled more tickets without adding resources. Activity in HubSpot—measured through emails, meetings, and conversations—increased significantly compared to the previous quarter.
The integration bridged gaps between the service, sales, and marketing teams, creating a unified customer journey.
Sales and marketing gained visibility into customer tickets, enabling them to provide better context during interactions. Similarly, service agents could access sales and marketing data to personalize their responses.
The shared knowledge base also played a critical role in fostering collaboration by ensuring consistency and reducing repetitive inquiries.
For the first time, the company had access to robust reporting dashboards. Origin 63 designed over ten customized reports, including ticket volume, SLA compliance, CSAT results, and team performance metrics.
These dashboards allowed leadership to monitor trends and make informed decisions about resource allocation and process improvements.
The ability to track performance metrics provided actionable insights that continue to drive service improvements and optimize customer experience.
The company's partnership with Origin 63 transformed customer support by creating a unified system that connected teams, streamlined workflows, and improved customer satisfaction.
With HubSpot Service Hub as the foundation, the company now operates with greater efficiency, faster response times, and a more engaged service team.
This change wasn’t just about adopting a new platform but about rethinking how the service team worked and empowering them with tools and processes designed for success.
Breaking down silos and fostering collaboration let the company set the stage for continued growth and operational excellence.
If your organization struggles with disjointed systems and inefficient workflows, now is the time to take action. A unified approach to customer support can revolutionize your operations and drive better results.
At Origin 63, we specialize in transforming customer support operations through tailored strategies and unified platforms. Whether you’re ready to improve efficiency, enhance collaboration, or boost customer satisfaction, we’re here to help.
Contact us today to start building a solution that works for you!