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The Challenge
The initial setup at APM included an internal system where the customer communication solely relied on an email inbox, creating a fragmented experience. This disjointed approach made tracking and measuring interactions exceedingly challenging, hindering effective management.
Moreover, the team grappled with an influx of repetitive inquiries, such as queries about locations or parking coupons. These routine yet time-consuming tasks stretched the team thin, impeding their ability to promptly address other critical matters.
The Solution
1. Introducing Ticketing System with Pipeline Automation:
To combat the disjointed customer communication and streamline the process, we implemented Hubspot’s ticketing system embedded with pipeline automation. This innovative system was designed to dynamically create and manage tickets, intuitively moving them through various stages based on user behaviour and interaction patterns. This was tackled using a two-part approach: first - automatic ticket creation, second - automated movement of tickets between various stages. Let's dive deep into this.
For the first part, during our requirement gathering session, we came to know about all possible categories, sub-categories and enquiry type used by the APM Team. Once this was known, our team decided to go with a dependent field approach. Since Hubspot is restricted to having only one level of dependent fields, we decided to go with a custom form with multiple levels of dependent fields and integrated it with the Hubspot Form using Form API. We also included hidden ticket name and description fields, so that any incoming contact us message is directly converted into a ticket for the APM Team.
The second part involved automation again in 2 parts - ticket assignment and ticket movement between stages. Ticket assignment was done using Hubspot's ticket-based workflow and was assigned to the respective team based on the ticket category. Ticket movement automation, which was initially done via the default ticket automation settings, was shifted to workflows to avoid the ticket being re-opened again if the customer replies as per client requirement.
By aligning ticket progression with customer needs, the system ensured a seamless flow of queries, enhancing efficiency and responsiveness. This automation not only reduced manual intervention but also facilitated swift resolutions by directing tickets to the right teams at the right time, optimizing the overall customer service workflow.
2. Addressing Repetitive Queries with an Advanced Chatbot:
In response to the inundation of repetitive queries, particularly regarding routine information like location details or parking coupons, we introduced a cutting-edge chatbot. This meticulously developed chatbot served as an invaluable resource, equipped with an extensive repository of information. Capable of comprehensively addressing a wide array of inquiries, it became the go-to solution for end-users seeking immediate and accurate responses. This chatbot not only alleviated the burden on the service team but also provided customers with prompt, accurate, and round-the-clock assistance, significantly enhancing the overall user experience.
3. Implementation of Comprehensive Reporting Framework:
Understanding the diverse needs of different teams within APM, we crafted an extensive reporting framework. Tailored to cater to the specific requirements of each team, this reporting system provided detailed and customized insights. It enabled various departments to access relevant data and analytics, empowering them to make informed decisions and optimize their operations. Whether it is for customer service teams, operations, or management, this comprehensive reporting tool served as a valuable resource, offering real-time visibility into crucial metrics and performance indicators. By facilitating data-driven decision-making, it plays a pivotal role in enhancing overall efficiency, strategizing improvements, and fostering a culture of continual enhancement within APM's ecosystem.
Result
Since implementing an automated ticketing system and setting up new surveys and chatflows with HubSpot Service Hub, APM has simplified the service process–from ticket generation to ticket closing. This updated system saves time on tedious, repetitive tasks and redirects the service teams’ attention from paperwork to customer-oriented, added-value work. Additionally, their updated reporting tailored for APM’s different teams, provides comprehensive insights to track and assess their customer interactions, filling the void in their operational landscape.
Impact
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Tracking
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Increase in productivity
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Man hours saved
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100%
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35%
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70%
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"Great Partnership, reliable and adaptable"
Working with Aravind and team on our CRM project has been a great experience. They have been patient, understanding and have remained responsive while building our CRM system and its processes. The Go Inbound team has been responsive to our requests and dependable in supporting the project management and development. Aravind and Divya exhibit in-depth knowledge with regards to the HubSpot pipeline and live chat. They were able to give us good advice on the chat flow and the alternative solutions which provided valuable enhancements to the project. Having a team that understands consumer behaviour is rare and their dedication towards this project is commendable. We are thankful for their support in our work with them.
- Stephanie Wong,
Customer Experience Manager, APM Property Management Pte Ltd
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