For those of you who’ve been in customer success, consider the calls you’ve had and, specifically, the ones you looked forward to the most. Those calls that come to mind are probably the most productive — the ones where you helped someone accomplish a goal. Chances are, these calls were with the company's champion.

In this case, we're not talking about the champion of a sports tournament but the contact who takes the lead in adopting and implementing a product at their company. This person is the one who works closely with your customer success team to oversee the account. They also train new team members on how to use the product or services. Typically, they are also listed as the primary point of contact (POC). 

In order to delight your customers, it’s important to maintain a strong relationship with the POC. By delivering the best service, you turn your customers into evangelists. Remember, 93% of customers are likely to make repeat purchases with companies who offer excellent customer service. But what happens when the champion at a company gets a new job elsewhere? How can you make sure to maintain the positive relationship you’ve established?

In this blog post, we’ll review how you can use custom contact properties and workflows to identify contacts in your CRM who have moved companies. Doing so will allow you to accomplish the following:

  1. Avoiding deleting the old contact record so you can keep historical data 
  2. Create tasks for the sales rep to find out contact info for the new POC at the company 
  3. Create tasks for the sales rep to find out where the champion went and reveal a potential sales opportunity

Create a Custom Contact Property

You want to avoid deleting the original contact record so that historical data, like logged emails and phone calls, remain in your CRM. You also want to make it clear that the contact is no longer working for the company to avoid sending emails that will likely bounce. 

The first step is to create a custom contact property. To do so, in your HubSpot account, click the settings icon in the top-right of the main navigation bar. In the left sidebar menu, navigate to Properties. In the upper right, click Create property. Fill-in the Object type, Group, and Label. Next, set the field type to Single checkbox.

Custom Contact Property

Build the Workflow

From the workflow editor, set the enrollment trigger so that anyone who is marked as having left their company is enrolled. Click Set enrollment triggers Contact properties > search for Left Company > click is any of Yes > Apply filter > Save.

Access Your Workflows in HubSpot

Graphic showing above mentioned selection process for 'Left Company'Next, it's time to add actions. Select Add an action Create task.

Then, add two actions, both of which will create a task and assign it to the sales representative responsible for the account. The first action reminds the rep to find out contact info for the new POC at the company. Here's what your create task action might look like:

Graphic showing above mentioned process for creating tasks

The second action creates a task for the rep to find out what company the champion moved to and to look into whether this could be a sales opportunity. The task might look like this:

Graphic showing above mentioned process for creating a task for the rep

Review your workflow settings, test it, and then your workflow is ready to go.

Now, you'll be able to keep the historical data for a champion even if they leave the company. And, whenever a CSM checks off the custom contact property of “Left Company,” your sales reps will be assigned tasks to keep primary POC info up-to-date. In the end, you’re able to maintain a strong relationship with the champion and perhaps gain a new sales opportunity. 

Want to connect with others on HubSpot tips, tricks, and updates? Head over to the HubSpot Community to join a conversation or start one of your own. 

 

Originally published Feb 17, 2020 8:00:00 AM, updated February 17 2020