Hubspot wonders: its numerous features allow companies to use it for different purposes, from internal organization to customer retention.
In this post, we will show you some tools that Hubspot can offer organizations to be able to offer a better experience to their customers and ensure a strong and lasting relationship.
HubSpot for customer retention: what it is and how it helps
HubSpot is a CRM platform that integrates marketing, sales, service, and data in one place. This helps track the customer journey from the first contact to post sale, with a unified history, personalization, and automations. The solution is organized as a Smart CRM connected to products such as Marketing Hub, Sales Hub, and Service Hub, which makes alignment across teams easier. In practice, HubSpot can support retention by structuring onboarding, automating communications, collecting feedback, and personalizing interactions, strengthening the relationship with the customer.
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Structure onboarding in a kanban format and turn stages into an actionable pipeline.
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Automate tasks, notifications, and emails when the customer moves to a new stage.
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Create communication flows to nurture the relationship and support post sale.
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Send satisfaction surveys at strategic moments to identify risks before churn.
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Personalize communication with chatbots and use a universal inbox to centralize conversations.
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What you will see in today’s content
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What HubSpot is and how it centralizes marketing, sales, service, and data in one place.
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How HubSpot’s Smart CRM works and which main connected products it includes.
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How to structure onboarding with kanban visualization, a pipeline, and automations to speed up first value.
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How to create an automated communication flow to nurture the relationship and support post sale.
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Which signals to combine to anticipate churn risk beyond email opens.
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How to use satisfaction surveys to monitor the relationship at strategic moments.
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Which survey types are mentioned and what each one measures, plus how to personalize service with chatbots and centralize conversations.
Let 's go?
What is Hubspot?
HubSpot is a CRM platform that unifies marketing, sales, service, and data so teams can manage the entire customer journey in one place. In practice, the HubSpot customer platform helps you personalize experiences, automate follow-ups, and keep a complete interaction history, all of which supports stronger retention.
Here, at Mkt4Edu, we use this tool a lot to promote the best service to our customers and, at the same time, manage to structure our internal workflow, something crucial for good corporate health.
How does Hubspot work?
Today, HubSpot positions its solution around HubSpot Smart CRM connected to six core products: Marketing Hub, Sales Hub, Service Hub, Content Hub, Data Hub, and Commerce Hub. This structure centralizes customer data and enables automation across teams, which is especially valuable for retention when everyone works from the same customer history.
- Marketing Hub: Marketing Hub is focused on marketing management for small to large organizations. Through it, it is possible to automate different activities to help convert customers, something very popular for those who follow marketing 5.0.
- Sales Hub: Sales Hub is focused on sales management, presenting tools that help with sales engagement, in addition to managing your customers and consumers.
- Service Hub: In Service Hub, the focus is on customer service. It can become a great ally to understand the needs of its consumers, in addition to providing a more effective and agile service.
How can Hubspot help with customer retention?
So far, you've already understood what Hubspot and what its main activities are. However, how can all this help in your company's customer loyalty? Here are some interesting features that can give you that answer.
Facilitates the onboarding process
The first use that Hubspot can offer for customer retention can be seen as soon as the customer starts partnering with your business: through the optimization of your onboarding process.
Through it, it is possible to structure the entire onboarding process using the kanban visualization methodology and, in this way, have a more complete view of the process. In addition, it is possible to implement some features that can facilitate the client's adaptation.
To make that “kanban” truly actionable, structure onboarding in a pipeline (tickets or deals) and automate next steps. With HubSpot pipeline automations, you can trigger tasks, notifications, and emails whenever a customer moves stages, reducing drop-offs and shortening time-to-first-value.
For example, when the customer goes through a certain stage of the onboarding process, you can send an email or ask them to automatically respond to a satisfaction survey to understand what they think of the process.
This feedback, still in the adaptation stage, can be decisive to retain the customer or lose him permanently. Therefore, Hubspot proves to be a great ally when we think about receiving and making quick decisions to improve the consumer experience.
Creates an Automated Communication Flow
Another benefit that this CRM can offer in customer retention is enabling an automated communication flow. In simple ways, it is possible to create emails with other types of messages, aiming to nurture the relationship that the organization has with its consumers.
This will show the consumer that the company will always be available to deal with any doubts and problems that they may have when using their product or service, as well as that they care about them. and which offers excellent after-sales service.
At the same time, this will also help the company to identify and act in situations where the customer may be inclined to stop being a consumer.
Instead of relying only on “email opens,” combine signals to spot churn risk early: clicks, replies, declining CSAT/NPS, increased tickets, and stalled onboarding progress. This matters because features like Apple Mail Privacy Protection can reduce the accuracy of open tracking. With better triggers, teams can create tasks and intervene before customers disengage.
Read too:
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How to decrease the rejection rate and increase the conversion
- Why should you use HubSpot as a CRM? 5 reasons to do
- Data Analysis: really know your customer and make less mistakes
Conduct satisfaction surveys
Would you be able to say exactly how satisfied your customers are with your products and services, or even with the way you are providing after-sales service?
Periodically carrying out a satisfaction survey with your customer base is a way to have a thermometer that is always up to date on how the relationship between both parties is going and if there are ways to optimize this service, aiming at retaining these consumers for longer.
Fortunately, this is a feature that is present within Hubspot! There are strategic moments when surveys can be separated for your customers, such as after a service, at the end of the onboarding process, or sporadically, in order to monitor the relationship with old customers.
What are the main types of satisfaction surveys present on Hubspot?
In HubSpot, the most common post-sale HubSpot feedback surveys are:
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CES (Customer Effort Score): measures how hard it was for a customer to get help or complete an action.
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CSAT: measures satisfaction after a specific interaction.
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NPS: estimates loyalty and likelihood to recommend.
Used at key moments, they help spot churn risk early.
Remember: if you notice that the relationship with any of your customers is not satisfactory, it is worth taking a deeper look to understand what may be happening, as well as find out if this may be a problem that will be repeated with current and future customers.
Caption: Illustration of how HubSpot brings marketing, sales, and service together to improve customer experience and retention.
Allows the creation of a differentiated communication with the client
offering a differentiated treatment to your clients when they access any website of your business? Despite being something that may seem simple, this care can make all the difference in the customer experience.
With Hubspot CRM, it is possible to create bots that provide a differentiated service to chatbots for those users who are already consumers of your product or service. They will be able to call you by name or have a direction for more specific questions than your customer base.
This functionality will result in a more fluid communication between the company and its customers (and even with those who are having contact with your organization for the first time), directed to the needs of that user at that moment.
Another interesting feature is that Hubspot also has a universal inbox, in which your marketing, sales and service teams can access all conversations made with that consumer, which will greatly optimize your service.
Bottom line: with Hubspot, you'll be able to retain customers by optimizing the onboarding process, creating an automated customer communication flow, conducting satisfaction surveys, and creating personalized communication through chatbots.
In this way, by understanding better how Hubspot can help your company in customer retention, you will have a great ally at your disposal to promote a unique and very satisfying experience for your consumer, resulting in a happy and lasting relationship for both parties. .
However, customer service should start during the sales funnel stage. So, check out this other post on our blog, where we give you some tips on how to analyze data and use the sales funnel.
Frequently asked questions about HubSpot and customer retention
What is HubSpot?
HubSpot is a CRM platform that integrates marketing, sales, service, and data in one place to track the customer journey from the first contact to post sale. In practice, it enables personalization, automations, and a unified history to improve the experience and increase retention.
How does HubSpot work to organize a company’s teams?
HubSpot organizes its solution as a Smart CRM connected to six main products. The products mentioned are Marketing Hub, Sales Hub, Service Hub, Content Hub, Data Hub, and Commerce Hub, centralizing data and activating automations across operations.
What does Marketing Hub do inside HubSpot?
Marketing Hub is focused on marketing management for small to large organizations. It allows automation of activities to support customer conversion, something linked to trends such as marketing 5.0.
What is Sales Hub for?
Sales Hub is focused on sales management and provides tools that help with sales engagement. It also supports managing customers and consumers.
How does Service Hub help with customer service?
Service Hub focuses on customer service to make support more effective and agile. It can help understand consumer needs and improve the experience during contact with the company.
How can HubSpot help with customer retention?
HubSpot can help with retention by optimizing onboarding, automating communications, running satisfaction surveys, and personalizing interactions. This supports a stronger, longer lasting relationship with the customer.
How does HubSpot make onboarding easier and why does that matter for retention?
HubSpot makes onboarding easier by allowing the process to be structured with kanban visualization and giving a more complete view of each stage. By organizing onboarding into a pipeline and automating next steps, you can trigger tasks, notifications, and emails when a customer moves stages, reducing forgetfulness and shortening the time to first value.
What kind of automation can be used during onboarding?
During onboarding, it is possible to automate actions when the customer passes a specific stage. One example mentioned is sending an email or asking the customer to automatically answer a satisfaction survey to understand how they feel about the process.
How does automated communication contribute to retention?
Automated communication contributes to retention by nurturing the relationship and showing availability for doubts and problems while using the product or service. At the same time, it helps identify and act when the customer shows signs they may stop being a consumer.
Why should you not look only at email opens when tracking churn risk?
Not looking only at email opens matters because the accuracy of open tracking can be reduced by features such as Apple’s Mail Privacy Protection. The text suggests combining signals such as clicks, replies, a drop in CSAT or NPS, an increase in tickets, and lack of onboarding progress to anticipate risk.
How can satisfaction surveys be used in HubSpot?
Satisfaction surveys can be used to keep an updated gauge of the relationship with your customer base and identify ways to optimize service. The text mentions strategic moments such as after a service interaction, at the end of onboarding, or occasionally to monitor long term customers.
Which satisfaction survey types are mentioned and what do they measure?
The types mentioned are CES, CSAT, and NPS, used in a post sale context. CES measures the customer’s effort to solve a problem, CSAT measures satisfaction after a specific interaction, and NPS estimates loyalty and likelihood of recommendation.
How does HubSpot enable more personalized communication with the customer?
HubSpot enables more personalized communication by creating bots for differentiated chatbot service for users who are already customers. The text gives examples such as addressing the person by name and routing them to more specific questions.
What is the universal inbox and how does it impact service?
The universal inbox is a feature where marketing, sales, and service teams can access all conversations with a consumer. This optimizes service by adding context and continuity to the relationship.
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