Is Your Customer Retention Strategy Up to Par?
HubSpot CS Automation Blueprint:
Best Practices Guide for All User Tiers
Unlock the Power of Automated Customer Success in HubSpot! Explore tailored strategies for every user level, from client ownership to performance dashboards. Discover the benefits of the CS Module for streamlined automation and reporting, with bonus enhancements for optimal results.
This blueprint was created by Danielle Raschke, Founder of Verityx CS. If you need help creating processes like this, reach out for a complimentary consultation.
STEP 1: Client Ownership Assignment
Plan:
Efficiently assign clients to Customer Success Managers (CSMs) for personalized support and relationship management.
Tip: Avoid assigning clients manually or through Zapier. Use HubSpot's native workflows for reliability and scale.
Always filter out test/demo contacts and ensure Original Source is known to maintain clean ownership logic.
Action:
1
All Tiers:
Create a custom property named "Assigned CSM" with the data type set to "HubSpot User." This property will be used to track which CSM is responsible for each client.
2
CS Module:
Utilize Team Assignment Rules within ticket or contact workflows. This allows for automated routing of clients to specific CSMs based on criteria such as lifecycle stage, deal size, or other relevant factors. This ensures that clients are assigned to the most appropriate CSM based on their needs and potential.
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STEP 2: Lifecycle Touchpoint Mapping
Plan:
Define and map out the key touchpoints for each stage of the customer lifecycle to ensure consistent and proactive engagement.
Tip: Include definitions and guardrails for each stage in your Lifecycle Cadence Doc. Use consistent naming for each stage and align it with how your team defines 'Onboarding,' 'Ramp,' etc.
Action:
All Tiers:
Develop a Lifecycle Cadence Document that outlines the specific touchpoints required for each stage of the customer lifecycle (e.g., Onboarding → Ramp → Growth → Renewal). This document should detail the purpose, frequency, and content of each touchpoint.
CS Module:
Leverage the Customer Lifecycle Stages field (a native feature of the CS module) and directly link touchpoints to these stages. This provides built-in reporting capabilities, allowing you to track the effectiveness of your touchpoints at each stage of the customer journey.
STEP 3: Dynamic Stage Calculation
Plan:
Automate the calculation and updating of customer lifecycle stages based on specific criteria and behaviors.
Pro Tip: Use AND logic in your workflow triggers to make sure stage transitions reflect meaningful progress (e.g., Days Since Go Live > 30 AND 'Tickets Closed' > 3). This prevents noisy or premature transitions.
Action:
1
All Tiers:
Employ Custom Calculated Properties (e.g., "Days Since Go Live") and workflows to automatically update a custom "Lifecycle Stage (Auto)" field. This ensures that customer lifecycle stages are dynamically updated based on their activity and progress.
2
CS Module:
The CS Module eliminates the need for custom calculated fields. HubSpot natively maps lifecycle stages using the CS lifecycle field and workflow rules, streamlining the process and reducing complexity.
STEP 4: Touchpoint Playbooks
Plan:
Create standardized playbooks for common touchpoints to ensure consistency and efficiency in customer interactions.
Tip: Link internal playbooks directly inside task comments, and use Snippets to prefill engagement emails or call scripts. Consider a shared 'Playbook Wiki' (Notion or Google Doc) for internal alignment and updates.
Action:
All Tiers:
Develop internal documents or playbooks that are linked via task comments.
Utilize Snippets or shared Notes templates to provide CSMs with pre-written content and guidance for each touchpoint.
CS Module:
Build embedded Playbooks that are triggered on tasks, calls, or tickets. These playbooks can include required fields and auto-property updates, ensuring that CSMs follow a consistent process and capture all necessary information.
STEP 5: CS Task Templates & Groups
Plan:
Organize and streamline CS tasks using templates and groups to improve efficiency and visibility.
Tip: Adopt a clear naming convention: CS – [Stage] – [Action] – [Trigger]. Example: CS – Ramp – Welcome Call – Workflow.
Action:
1
All Tiers:
Utilize Task Queues for different CS stages (e.g., Ramp, QBRs). Implement clear naming conventions to track ownership and due dates, ensuring accountability and timely completion of tasks.
2
CS Module:
Pair tasks with ticket pipelines for enhanced visibility across the entire CS process. Utilize task templates that are tied to lifecycle automations, ensuring that the right tasks are created at the right time for each customer.
STEP 6: Lifecycle Workflows
Plan:
Automate key actions and notifications based on customer lifecycle stage transitions.
Warning: Avoid building workflows that trigger on any lifecycle change. Use conditions like: Lifecycle Stage = Ramp, Last Form Submission contains 'Demo', Lead Status = New or Open, Contact Owner is unknown. ■ Enable re-enrollment for key fields only if needed.
Action:
1
All Tiers:
Build workflows that trigger on changes to the "Lifecycle Stage (Auto)" field. These workflows can create tasks, assign owners, and post internal alerts to notify relevant team members of important customer milestones.
2
CS Module:
Leverage customer lifecycle transitions and customer health score triggers to automatically launch task sequences, Slack alerts, and escalation tickets. This ensures that the appropriate actions are taken based on the customer's current status and health.
STEP 7: Reminders & SLAs
Plan:
Implement reminders and Service Level Agreements (SLAs) to ensure timely responses and resolutions to customer issues.
Tip: Use internal Slack alerts for overdue tasks or lifecycle stage changes. If you're not on Service Hub Ent., mimic SLAs by creating workflows with delays + internal task or alert triggers when due dates pass.
Action:
1
All Tiers:
Add internal notification emails or Slack webhooks for overdue tasks. Utilize calendar reminders for QBR preparation to ensure that CSMs are adequately prepared for customer meetings.
2
CS Module:
Set SLA timers, Time-to-Respond, and Time-to-Close tracking. Automatically escalate tickets based on SLA breaches to ensure that critical issues are addressed promptly.
STEP 8: Performance Dashboards
Plan:
Create dashboards to track key CS metrics and monitor team performance.
Bonus Insight: Segment dashboard views by Lifecycle Stage and Assigned CSM to monitor coverage gaps. Use HubSpot’s custom report builder to track % of accounts touched in the last 30/60/90 days.
Action:
1
All Tiers:
Build custom reports by Assigned CSM, Task Completion, and Client Coverage using task objects. This provides insights into individual and team performance, as well as the overall effectiveness of your CS efforts.
2
CS Module:
Utilize Customer Health Score reporting, SLA breach metrics, and Time-to-Value trends for comprehensive CS Ops visibility. This allows you to identify areas for improvement and optimize your CS processes.
Bonus Enhancements (All Tiers)
These enhancements can be implemented across all HubSpot tiers to further optimize your CS processes.
HubSpot Enhancement Tactics
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