21.05.2020

Service & CX

Boost NPS & leads: integrate Support teams with Engineering teams

3 min read

Daryn

By their nature, technology firms will have an engineering team that is responsible for improving their existing technology, as well as maintaining it. These firms will also have a support or help desk on-hand to field issues from their customer base. A percentage of these issues are bugs in the technology that need to be fixed by the engineering team, while the rest are user-related.

These two teams are integral to the growth of a technology firm. Here’s why:

  • Support: tasked with customer interaction and mediation, even when the customer is wrong. If they manage to get customers to give their service a high NPS ratings — as a result of a great customer experience — the support team can lower churn rate and increase referrals. 
  • Engineering: responsible for how robust the technology is, and how quickly bugs can be resolved. When problems are attended to timeously, the lower the churn rate and the higher the referrals.

 

From a marketing perspective, companies can buy leads through paid media sources such as Google AdWords. But there is an upward trajectory of how much this will cost a firm.

It also takes constant creation of valuable content for a firm’s website to start ranking higher for more search terms. But to create high quality content on a consistent basis is not cheap either. One solution is a medium- to long-term strategy that gets existing customers to refer new customers, while retaining those existing customers. This means that integrating customer experience (CX) into marketing is critical.

Here are a few tactics that can be implemented to achieve this:

  • Integration of service desk software with engineering project management software. For example, integrating HubSpot Service Hub with Jira. When this happens, the support team can easily log engineering requests, which can then be slotted into development sprints. Once completed, the relevant support agents are notified so that they can keep their customers updated. Without this in place, there is a time-consuming, manual process of checking hourly — or daily — on whether the engineers have resolved an issue. This may result in the customer not being kept up to date.
  • Requesting references based on high NPS scores. Once a support ticket is closed, an NPS or CSAT survey should be issued automatically. If the rating received is high, an automation should be triggered to ask the customer to write a reference on a website such as G2.com. Many people use websites like this to help them make software purchasing decisions, and so regular high ratings will have a positive impact on lead generation.
  • Create a knowledge base and training content. Many tickets are, in fact, user knowledge issues and not technology issues. Having a knowledge base will allow customers to self-serve and open less tickets, while also creating a mountain of content on your website that will increase your search engine rankings and drive more potential customers to your website. The same content creators that produce a firm’s marketing collateral should be writing or overseeing the knowledge base content to ensure consistent messaging and alignment with the brand.

 

If you are a firm that has an engineering team and a support team and want to chat about integrating customer experience into marketing through technology, schedule a meeting with Daryn here.

Enhance Customer Experience with HubSpot Service Hub

We help companies optimize their customer service strategy using HubSpot Service Hub. Whether you're already using the platform or exploring its potential, our consulting services ensure you deliver exceptional experiences while streamlining operations.

Latest Insights

Sales & Revenue

11 min read

A day in the life of an AI-powered HubSpot Sales Rep

Explore how HubSpot’s Breeze AI changes a typical sales rep's day and the practical ways AI sales enablement can support your sales efforts.

Read more

HubSpot Implementations

14 min read

Replacing or integrating your CRM: Can HubSpot replace Salesforce?

Can Hubspot Replace Salesforce? We explore both CRM Software Systems. Discover HubSpot’s benefits and find out why Hubspot may be the CRM for you.

Read more

HubSpot Implementations

17 min read

Enhancing real estate success with HubSpot

In this article, we'll explore the use cases for HubSpot in the real estate industry, covering sales, CRM, marketing, service, and website management.

Read more

HubSpot Implementations

8 min read

How AI in change management transforms CRM implementations

Explore how AI in change management simplifies CRM transitions, reduces challenges, and accelerates adoption for enterprise organizations.

Read more

HubSpot Implementations

14 min read

Build a Composable Customer Data Platform with HubSpot and Snowflake

Discover how a composable CDP unifies customer data for streamlined experiences, integrating HubSpot with Snowflake for scalable analytics and engagement.

Read more

HubSpot Implementations

12 min read

Enterprise CRM: essential features & implementation guide (2025)

Explore key features of enterprise CRM software that large businesses need and what to look for when comparing CRM systems.

Read more

HubSpot Implementations

10 min read

HubSpot AI security FAQ: what CTOs and CIOs need to know

Discover how to securely adopt HubSpot AI while meeting compliance demands. Learn best practices to protect data and navigate regulatory challenges.

Read more

Sales & Revenue

17 min read

HubSpot HIPAA compliance: everything you need to know

Explore HubSpot's HIPAA compliance. We cover the basics of HIPAA, challenges HubSpot faced, and HubSpot's new tools to meet compliance requirements.

Read more

AI Solutions

13 min read

AI use cases across sales, marketing and customer service

Explore practical AI use cases across marketing, sales, and customer service to demonstrate how AI can solve common business challenges.

Read more

Sales & Revenue

13 min read

Your guide to combining data and AI in sales enablement

Explore how AI in sales enablement transforms training and coaching with data-driven insights.

Read more