Overview

In the world of telecommunications, scale and service speed define success. But legacy systems had turned growth into friction. Customer tickets were scattered across tools, response times slipped, and leadership had no way to see or measure the full customer experience. The business was ready to modernise, not by adding more people, but by building smarter systems.

This transformation re-engineered the customer operations backbone inside HubSpot Service Hub. The new environment automates ticket routing, enforces SLAs, and surfaces live customer insights, creating the agility and precision required for 24/7 operations.
With a clean data model and AI-ready architecture in place, the organisation can now handle high volume with confidence, consistency, and control.

Problem Statement

Rapid growth had outpaced the capability of the old support platform. Tickets were managed manually, SLAs were missed, and agents lacked visibility into customer history. Data was locked in silos, and leadership couldn’t track trends or agent performance. The business risked losing customers simply because it couldn’t see them clearly.

What We Implemented

We built a Service Hub environment that delivered automation, visibility, and scalability from day one:

• Custom ticket pipelines for fulfilment, billing, and technical support

• Automated routing, escalation, and SLA tracking to maintain round-the-clock response

• Knowledge Base migration for faster self-service and reduced inbound volume

• Centralised dashboards showing ticket volumes, agent performance, and CSAT trends

• Solution architecture for future AI and voice-assist integrations

The Approach

1. Foundation First: Migrated all critical data from Zoho into HubSpot, creating a single source of truth for every customer.

2. Process Optimisation: Standardised workflows and ticket stages to reflect real-world service processes.

3. Automation & Governance: Introduced SLA timers, escalation logic, and automated notifications to remove manual oversight.

4. Enablement: Delivered live training, Q&A clinics, and embedded Supered guidance to ensure adoption and continuous improvement.

Each step built momentum, transforming the service function from reactive management into proactive intelligence.

Use Cases

• 24/7 Support Automation: Tickets route instantly to on-call agents with full context.

• SLA Management: Escalations trigger before breaches occur, maintaining consistent service levels.

• Knowledge Base & AI Readiness: Articles and chat deflection reduce inbound requests, preparing for future Gen-AI pilots.

• Insight-Driven Leadership: Dashboards reveal performance patterns and opportunities for optimisation.

What We Solved For

• Manual triage and inconsistent escalation

• Fragmented data across multiple systems

• Lack of SLA visibility and agent accountability

• Inability to measure customer experience in real time

Business Impact

Support operations shifted from chaos to clarity. Automation reduced manual workload, response times improved dramatically, and leadership finally had visibility across the entire service function.
Agents spend less time managing admin and more time resolving issues, while customers receive consistent, high-quality service no matter when they reach out.

What began as a CRM migration became a reinvention of how customer experience is delivered. Faster, smarter, and ready for the future.

Future State

The foundation is now set for AI-powered routing, predictive churn analytics, and full integration with billing and carrier systems. The business can scale confidently without sacrificing customer intimacy, turning operational efficiency into a competitive edge.

Conclusion

This transformation showed how intelligent automation can rewrite what’s possible in high-volume service. By uniting process, data, and people inside HubSpot, the organisation created a true engine for 24/7, insight-driven customer experience.