Keeping customers engaged after they’ve signed up is a neverending challenge. Staying on top of renewal dates or ensuring customers continue to see value in your product or service can feel overwhelming without the right tools and strategies.
HubSpot CX Workspace is a tool designed to simplify your customer renewal efforts. It brings all your renewal activities into one place and helps you stay organized, informed, and proactive.
Let’s discuss how CX Workspace can help you streamline customer renewals. You’ll learn how to set up the tool, personalize communication, automate workflows, and track metrics to ensure your customers remain loyal and engaged.
Customer renewals are at the heart of any successful business. It’s all about ensuring your existing customers stick around and keep choosing your services or products.
Why is it so important? For one, acquiring new customers cost five to seven times more than retaining existing ones. Renewals mean predictable revenue, stronger customer relationships, and a foundation for upselling or cross-selling.
A well-designed Customer Success program can also yield a 91% ROI over a three-year period, demonstrating the financial benefits of proactive customer management.
When done right, customer renewal can turn satisfied clients into loyal advocates, creating a cycle of trust and mutual value. It’s the backbone of customer retention, and with the right strategies, it can become one of your business’s strongest assets.
Customer experience (CX) often takes a backseat to other priorities, even though it plays a critical role in retaining customers and driving business growth.
Many companies don’t have a dedicated customer success team, but that doesn’t mean CX should be overlooked. HubSpot’s CX Workspace provides an accessible, centralized platform to manage customer success efforts effectively—whether or not you have a specialized team.
This workspace combines powerful tools to help you track customer health, streamline communication, and ensure your customers find consistent value in your product or service.
Let’s see these tools and how they can make managing customer success simpler and more impactful.
At the heart of CX Workspace is the Customer Health Score feature. It assigns a score to each customer based on factors like product usage, engagement, and other key metrics. This score helps you quickly gauge the likelihood of a customer renewing or churning.
For example, customers with a declining health score might need extra attention, like a personalized email or a check-in call, while satisfied customers could be great candidates for upselling or referrals.
Monitoring these scores lets you focus your efforts on reducing churn and increasing retention rates.
Understanding how customers use your product is essential for long-term success. The CX Workspace syncs product usage data into your dashboard, giving you a clear view of what features customers love—and what they might be struggling with.
For instance, if a customer hasn’t adopted a key feature, you can proactively offer resources like tutorials or webinars to help them. This personalized approach not only improves their experience but also reinforces the value of your product.
Customer success reps often face a long list of tasks that can feel overwhelming. The CX Workspace helps by prioritizing outreach and activities based on what will have the greatest impact.
With a single, organized view of your “book of business,” reps can see which customers need immediate attention, who’s due for a renewal conversation, or who might be ready for upselling. This clarity helps teams stay motivated and focused on delivering value.
Every interaction with a customer matters, and having fragmented data can lead to missed opportunities. The CX Workspace acts as a centralized hub, combining all customer details—from health scores to product usage data—in one place.
This unified view empowers your team to deliver personalized, proactive support. Whether it’s preparing for a quarterly business review or catching an issue before it escalates, having the full picture makes it easier to act decisively and effectively.
Creating a structured process for managing renewals starts with setting up HubSpot’s CX Workspace. These steps can ensure your team has the tools and context they need to succeed.
The first step to getting started with CX Workspace is accessing it within your HubSpot account. Once inside, you’ll configure the general settings to match your specific needs.
For example, you can select the object that represents your accounts, such as "Companies" or any custom object your team uses.
You’ll also need to assign properties to define roles like the Customer Success Manager (CSM) responsible for each account and, optionally, a property to represent renewal dates.
These initial settings ensure that the workspace is tailored to how your team operates, creating a foundation for streamlined renewal tracking and management.
For the workspace to function effectively, it’s important to assign the right permissions. Users who need full access to features like health scores or task tracking will require a Service Hub paid seat.
While Super Admins can access the workspace without a paid seat, their access will be limited to summary overviews unless they’re assigned one.
This setup ensures that every team member has the level of access needed for their role, creating a seamless flow of information and responsibility.
Once the workspace is set up, you can customize it to focus on renewals. You can create custom views to organize customer data by categories like upcoming renewals or accounts flagged with low health scores.
Adding reports to the workspace’s Summary tab helps highlight critical metrics, such as task progress or renewal rates.
A customized workspace not only prioritizes renewals but also keeps essential information front and center, making it easier for the team to stay on top of their goals.
To make the most of the workspace, importing your customer data is an essential step. This includes details like account information, renewal dates, and assignments. Accuracy is crucial here—double-check the data to ensure it’s reliable and up-to-date.
Once the data is in place, you can use filtering options to create focused views, like isolating accounts by renewal status or engagement trends. A well-organized workspace gives your team immediate clarity and helps them act with confidence.
Once your HubSpot CX Workspace is set up, the next step is to establish processes that ensure you stay proactive with your customers. A well-organized renewal process helps you anticipate needs, address risks, and ultimately, retain more customers.
Let’s discuss how you can leverage the tools in CX Workspace to streamline and manage renewals effectively.
Keeping track of renewal dates helps you stay ahead of contract expirations. With CX Workspace, you can set up a system to monitor these dates seamlessly.
Start by associating a "renewal date" property with your customer accounts during the workspace configuration.
This property allows you to sort and filter accounts by their renewal timeline. For example, you can create a custom view to display all accounts with renewals due in the next 30 days.
To ensure you don’t miss critical deadlines, use the task functionality in the Summary tab to set up reminders. These tasks can be linked to specific accounts and scheduled to notify you or your team as renewal dates approach.
A quick glance at the Portfolio tab will also give you an overview of accounts nearing milestones, helping you prioritize outreach efforts.
Health scores are a powerful way to measure how likely a customer is to renew. These scores are based on data points like product usage, engagement frequency, and support interactions.
To set up health scores in CX Workspace, navigate to the settings for your workspace and define the criteria you’ll use to evaluate customer health.
For instance, you can include metrics like “last login date,” “tickets resolved,” or “NPS scores.” Assign weightings to each factor based on its importance to renewal likelihood.
Once configured, health scores appear as part of your customer overview, giving you an instant snapshot of which accounts are thriving and which might need attention.
Use the Portfolio tab to filter accounts by health score, enabling you to focus on those at risk of churning and take action proactively.
Notifications help you stay on top of critical changes or upcoming renewals without constantly checking the workspace. In CX Workspace, you can configure alerts for various scenarios, such as when a customer’s health score drops below a threshold or when a renewal date is nearing.
To set this up, go to the task section of the workspace and create automated reminders. For health score changes, HubSpot’s built-in automation tools allow you to trigger alerts based on specific score thresholds.
These notifications can be delivered to the assigned CSM or team via email or task updates, ensuring timely responses.
The daily task progress tracker in the Summary tab helps your team stay aligned with renewal objectives. Tasks can be assigned to specific team members and categorized based on urgency, such as “due today” or “overdue.”
Reviewing the tracker each morning ensures nothing slips through the cracks. Additionally, the calendar view in the Schedule tab provides a visual representation of meetings, tasks, and follow-ups related to renewals, helping the team manage their time effectively.
Once your HubSpot CX Workspace is set up and your processes are in place, the real work begins: actively engaging with your customers to ensure renewals.
60% of B2B customers are indifferent to their suppliers, with 11% being actively disengaged, indicating a substantial risk of churn.
Here’s how to use CX Workspace to enhance customer engagement effectively.
Customers respond better to tailored messages that reflect their unique needs and history with your business. CX Workspace makes this personalization straightforward by centralizing customer data and offering insights into behavior and usage patterns.
Start by creating segmented views of customers based on factors like renewal dates, product usage, or health scores. For example, you could filter accounts whose renewals are due in the next quarter and have a health score above a certain threshold.
Use these insights to craft personalized email campaigns or schedule calls to discuss their specific goals and how your solution supports them.
HubSpot’s email tools integrate seamlessly with CX Workspace, allowing you to pull in customer data automatically for dynamic, tailored messaging. Include details like their recent milestones or usage stats to show that you understand their journey and are invested in their success.
Manually keeping track of every step in the renewal process can be overwhelming. Automation helps ensure consistency and frees up time for more meaningful customer interactions.
Using CX Workspace, set up workflows to manage routine renewal tasks. For example:
Automating repetitive tasks lets your team focus on delivering high-touch support where it matters most.
Engagement isn’t just about reaching out—it’s also about listening. CX Workspace allows you to integrate customer feedback mechanisms, such as Net Promoter Score (NPS) surveys or post-interaction surveys, to gauge satisfaction and uncover areas for improvement.
Use this feedback to shape your engagement strategy. For example, if feedback highlights a specific pain point, address it during renewal discussions. Similarly, celebrate positive feedback by acknowledging the customer’s success and discussing how you’ll build on it in the next term.
All feedback is stored in the CX Workspace, giving you a centralized view of sentiment trends and actionable insights to refine your engagement approach.
Health scores are your early warning system for at-risk customers. Use them to prioritize outreach and turn potential churn into renewed commitment.
For customers with low health scores, initiate proactive check-ins. These calls or meetings should focus on understanding their challenges and presenting clear solutions.
CX Workspace’s activity tracking allows you to review previous interactions, ensuring your outreach is informed and relevant.
If you identify a widespread issue, consider hosting a webinar or creating resources that address the challenge. This approach not only helps individual customers but also strengthens engagement across your portfolio.
Mastering customer renewals isn’t just about keeping the status quo; it’s about transforming each renewal into an opportunity to deepen relationships, create lasting value, and grow your business.
The tools in HubSpot’s CX Workspace—like customer health scores, proactive workflows, and task prioritization—can help you shift from reactive to proactive customer management.
Renewals aren’t just transactions; they’re moments of trust reaffirmation. With the right processes and insights in place, you’re not only retaining customers but fostering loyal advocates for your brand.
Partner with O63 to customize and optimize your HubSpot CX Workspace for maximum impact. From setup to strategy, we’ll help you turn customer renewals into a growth engine for your business. Contact us today and let’s get started!