Overview

In high-volume logistics, speed is everything, but when customer service runs on fragmented tools and manual processes, every ticket costs time, visibility, and consistency. This business had reached its limit: support queues were scattered, SLAs were missed, and leadership had no clear picture of customer health. The pressure of scale demanded more than headcount, it needed structure.

The transformation re-engineered customer support from the ground up, using HubSpot Service Hub as the foundation. A unified ticketing system, automated routing, and real-time dashboards now give agents and managers the clarity to act instantly. What was once reactive firefighting has become proactive, measurable service excellence.

Problem Statement

Manual triage and disconnected communication channels meant the support team was constantly on the back foot. Freight updates, returns, and delivery issues were buried across inboxes and spreadsheets. Customers waited days for responses, and managers lacked visibility into volume or SLA performance. With peak season approaching, the risk to reputation and retention was clear.

What We Implemented

The solution centred on Service Hub Advanced, designed to automate ticket handling, enforce SLAs, and provide full transparency. Key elements included:

• Custom ticket pipelines for order issues, returns, and freight management

• Automated routing and escalation based on category, region, or urgency

• Service dashboards tracking ticket volumes, resolution times, and team performance

• Internal and external Knowledge Bases to enable self-service and deflect common queries

• In-portal guidance and live enablement powered by Supered

The Approach

Our approach focused on building for impact first, scale second:

1. Process Mapping: Mapped every support journey from intake to resolution, identifying failure points and hidden dependencies.

2. Architecture Design: Structured ticket pipelines and data flows around measurable outcomes, visibility, accountability, and automation.

3. Automation Layer: Designed escalation logic, SLA timers, and notification sequences to remove manual tracking.

4. Enablement: Embedded role-based training, playbooks, and in-app guidance to ensure lasting adoption.

The result was a system that reduced noise, enforced discipline, and created instant clarity for every team involved in customer care.

Use Cases

1. Automated Ticket Routing
Customer issues are automatically triaged to the right department, eliminating lag and manual reassignment.

2. SLA Integrity
Service-level breaches trigger automatic escalation to supervisors, preventing backlog buildup.

3. Self-Service Enablement
A public Knowledge Base deflects repetitive queries, while an internal KB supports rapid agent response.

4. Data-Driven Performance
Leaders monitor real-time resolution rates, volumes, and agent activity through unified dashboards.

What We Solved For

• Fragmented support systems replaced with a single operational view

• Reactive communication replaced by proactive SLA management

• Manual tracking replaced by automated workflows and escalations

• Lack of accountability replaced by clear ownership and visibility

Business Impact

The Service Hub rollout reduced average resolution time by introducing real-time SLA control and automated prioritisation. Managers now spot issues before they escalate, while customers receive consistent communication and faster turnaround. Support volume scales effortlessly with demand, without adding complexity or cost.

The business now operates with total transparency, every ticket tracked, every customer acknowledged, every process measurable. What was once operational chaos is now controlled, intelligent service delivery.

Future State

With solid data architecture and adoption in place, the next phase introduces AI-assisted triage and predictive analytics to identify issue trends before they affect customers. The system is built not just to manage support, but to evolve, turning operational insight into competitive advantage.

Conclusion

This transformation proved that scaling service isn’t about adding people, it’s about enabling them.
By embedding automation, insight, and accountability at the heart of support, the organisation turned service from a cost centre into a growth engine.