The Case of Global GSA
Global GSA was founded in 2013, in Milan. It was founded with the aim of offering high quality services. It represents important brands in the tourism sector, for which it creates and implements action plans in the Italian and Spanish markets.
Unify the ticketing and support system
The company needed to manage its ticketing and customer service system more agilely, in order to offer the most efficient and fast service possible. They were looking for a system that would allow them to manage all these customer care activities from a single platform.
HubSpot Service Hub
For them, we thought about implementing HubSpot. One of the functions of the CRM, in fact, is the smart management of tickets and customer support, in different aspects and through different channels.
First, we created pipelines based on the type of support channel, and defined ticket opening and closing states, so as to have an orderly and global management of everything.
The next step was to develop automation processes to keep customers updated on ticket status, and notify the Global team of customer actions.
Finally, we have created a series of custom dashboard reports through which you can monitor the work done by the help desk. This way, you can have an overview of the work management.
CRM system for managing different support channels
Connecting Email Support Channels
A key step in our project was integrating the company’s email support channels into HubSpot. This centralized the management of customer communications, making the process smoother and more efficient. Before the integration, support emails were managed across multiple systems and accounts. Now, with all communications centralized in the CRM, the support team can quickly access customer requests, assign tickets to the appropriate members, and follow up on each interaction in detail. This has significantly improved transparency and the ability to respond promptly to customer needs.
Chatbot Creation
To further improve customer service efficiency, we developed both live chat and automated chatbots. Live chat allows customers to speak directly with an agent in real time, while automated chatbots handle support tickets outside of business hours or when all agents are busy. These chatbots can answer frequently asked questions, gather preliminary information from customers, and even resolve simple issues without human intervention. Implementing these tools has allowed the company to reduce wait times and respond to customer inquiries 24/7, significantly improving the overall customer experience.
Call Switchboard Integration
Another key innovation was the integration of the call center into HubSpot. Before this integration, customer calls were handled separately, which made it difficult to track and follow up on issues in a coordinated way. Now, all calls are recorded and monitored within HubSpot, allowing for unified data analysis. This not only makes it easier for agents, who can view all interactions with a customer in one place, but also improves the quality of service provided, as each issue can be tracked and resolved more efficiently.
Workflow Automation
Finally, we created automation flows to manage and distribute tickets to the help desk team. With this automation, each ticket is automatically routed to the agent best suited to resolve the specific issue, based on skills and availability. This system not only speeds up issue resolution, but also ensures that each request receives the most appropriate attention. Workflow automation has reduced the average resolution time of tickets and increased customer satisfaction, as their requests are handled more quickly and accurately.
Customer Service Automation and Centralization
The overall management of customer support has become much more agile, smart and shared. As Ekeria, we provide ongoing support to Global GSA in the use of CRM. In addition, we are working on:
- the creation of a knowledge base that allows customers to find answers to their questions quickly and independently.
- the creation of a customer portal.
- a CSAT system, or Customer Satisfaction, that can calculate the degree of customer satisfaction.
