How to Set Up Hubspot Ticket Automation for Optimal Efficiency

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Imagine your support team's daily operations. They're working hard to solve customer issues and keep everyone happy. But it’s a thankless job. No matter how much they do, it never seems to be enough. Every time they solve a ticket, more pop up.

And to make matters worse, many of these tickets are duplicates or related issues that can be solved together. The problem is that customers don’t care about your workflow. They just want help, and they want it now. HubSpot Help Desk Software helps you solve customer issues and improve the efficiency of your support operations. This blog will show you how to implement HubSpot ticket automation to optimize support workflows, save time, and enhance customer satisfaction with minimal effort.

One way to improve HubSpot automation is with AI customer support tools like ChatBee. These tools can help you achieve your goals faster by handling simple, repetitive tasks so your team can focus on the more complex issues that require human intervention.

What Is an Automated Ticketing System?

An automated ticketing system is software that uses automation and AI to help support teams deliver fast and personalized support at scale while lowering operational costs and increasing efficiency. The best automated ticketing systems don’t just record customer inquiries; they help manage customer support requests.

AI-Powered Ticketing Automation and Problem Resolution

Automated ticketing systems can open tickets with contextual information and automatically route them to the most appropriate agent. Leading automated ticketing and request management systems have AI agents that can independently resolve customer inquiries. They also seamlessly integrate with your support team's workflows, offering AI-powered insights and recommendations to enhance service effectiveness.

How AI Ticketing Systems Help Businesses

AI has completely changed the customer experience and how businesses approach customer support. CX leaders are leveraging the expansive potential of generative AI to humanize the customer journey across touchpoints, making it more:

Personable

Swift

Friendly

Conversational

Tailored

According to the Zendesk CX Trends Report, 69 percent of organizations believe generative AI can help humanize digital interactions. Meanwhile, 70 percent say AI makes every digital customer interaction more efficient. For example, AI solutions like Zendesk AI can automate up to 80 percent of customer interactions. As a result, customers receive faster support, agents gain time to focus on more engaging work, and your business saves time and money.

Our CX Trends Report also revealed that 83 percent of CX leaders already using generative AI in CX report a positive ROI.

Key Features of Automated Ticketing Software

When considering automated ticketing systems, look for some key features. Not every system will have all these features, but the best ones will—like Zendesk.

The Top Features You Need in Automated Ticketing Software

Workflow Automation

Workflow automation tools help improve your support team's efficiency, ensuring you meet your service level agreements (SLAs). For example, Zendesk intelligent triage categorizes and routes interactions based on:

Intent

Sentiment

Language

Omnichannel routing can route requests based on the agent:

Skill

Capacity

Status

Ticket priority

AI and automation can also streamline agent workflows through several actions:

Suggesting pre-written responses to customer requests.

Notifying agents when an assigned ticket remains unresolved.

Automatically closing tickets after a specific period.

These are just a few examples of how these technologies can make previously manual processes more efficient.

AI Knowledge Bases

The smartest ticketing systems streamline self-service with AI knowledge bases. They flag common topics based on ticket data, helping agents write relevant help center content. They leverage generative AI to accelerate content creation—agents can expand a few words to complete paragraphs.

AI-powered knowledge bases also facilitate self-service through intuitive search capabilities and AI-driven recommendations, giving customers quick access to:

FAQs

Troubleshooting guides

Tutorials

AI Agents

AI agents, also known as advanced chatbots, help deflect tickets and collect customer information. These agents automatically detect what customers want and respond to basic and complex inquiries in your brand's voice and tone. A no-code bot builder makes this technology accessible to companies that may not have the resources to build or acquire one otherwise.

AI Reporting Tools

If you use AI, you should also use tools that measure its impact. AI reporting tools provide visibility into every interaction and deliver key insights to:

Track agent performance

Identify areas of improvement

Inspire ideas for improving the customer experience

They can also highlight which features to automate next.

Agent Assistance and Copilot Tools

AI can also guide agents through customer interactions. For example, it can automatically:

Shift the tone of their messages

Expand their replies

Offer insights into what each customer is feeling and thinking to save agents time

Plus, ticketing systems can identify and group similar tickets so agents can see how other reps resolved a related issue.

QA and WFM

In addition to automating tasks for agents handling tickets, automated ticketing systems also offer valuable automations for admins and managers overseeing operations. AI-driven workforce management (WFM) and quality assurance (QA) tools can help you better track and improve agent performance and productivity.

QA tools can evaluate customer interactions across channels to spotlight knowledge gaps, while WFM tools help you optimize your operations by forecasting staffing needs and ensuring schedule adherence.

Ticket Deflection

Reduce Support Tickets

Automate Support

Scaling Customer Support

Ticket Analysis

Ticket Queue Management

5 Benefits of Automated Ticketing Systems

1. It Maximizes Team Productivity

Implementing an automated ticketing system is wise for teams looking to improve productivity. To give you an idea of how enthusiastic customer service departments are about the potential of this technology, our 2023 report The State of AI in Customer Service showed that 66% of support leaders are excited about leveraging AI and automation to increase team efficiency.

This type of tool offers a streamlined approach that saves time and minimizes errors by automating ticket creation, assignment, and tracking. This, in turn, frees up team members to focus on more critical or challenging tasks.

2. It Facilitates Ticket Prioritization

An automated ticketing system facilitates ticket prioritization by assigning levels of urgency to each request based on the user:

Attributes

Message content

Company data

The ticket automation platform can also prioritize requests according to the customer's service level agreement (SLA), specifying the time frame the support team needs to resolve the issue. This helps the team focus on the most critical requests, ensuring that the most pressing ones are resolved quickly and efficiently.

3. It Helps Personalize Support at Scale

According to Klaus’s 2023 Customer Service Quality Benchmark Report, 72% of mid-size companies invest in automation this year. One of the pain points motivating this investment could be companies’ desire to scale their teams while maintaining quality customer support. The good news is that an automated ticket resolution tool can help you personalize support at scale by capturing and storing customer information and previous interactions in a centralized platform.

Seamless Integration and Personalized Customer Support

It can also integrate with your existing tech stack (e.g., your chosen CRM) to provide in-depth knowledge about your audience, like the volume of orders. This allows the support team to quickly access the customer's history and preferences and personalize each interaction.

4. It Improves Resolution Time

Another great benefit of automated ticketing systems is their ability to improve resolution times by streamlining routine tasks and allowing team members to focus on more complex issues. For example, support reps can spend more time troubleshooting and resolving problems that require more in-depth investigation, such as billing discrepancies or product bugs.

5. It Enhances Deflection Rate

Deflection rate measures the percentage of customer inquiries that are resolved without requiring assistance from a support representative. In other words, it's the rate at which customers are "deflected" away from contacting support and towards self-service options such as:

FAQs

Knowledge bases

Chatbots

Intelligent Ticket Routing and Knowledge Base Integration

An automated ticketing system can handle simple questions and suggest knowledge-based articles based on the terms used by your customers or employees. A high deflection rate indicates that customers are finding the answers they need autonomously, which can help reduce support costs and free up agents to handle more complex issues.

Try our AI customer support software to 10x your customer support operations. Get started for free; no credit card is required! Sign in with Google and get started on your journey with us today!

What Are HubSpot Tickets?

HubSpot Tickets are integral to HubSpot’s customer service technology, offering a robust platform for tracking and managing customer support queries. This system is specifically tailored to enhance the efficiency of customer service operations, allowing businesses to monitor each ticket's status comprehensively.

It provides visibility into who addresses the ticket and how long it has been active within the system.

The ticketing system is engineered to:

Streamline the organization

Prioritization

Resolution of customer issues promptly and effectively

One of its core strengths is its capacity for automation through workflows that can be customized according to specific business needs. This feature ensures that the process remains fluid and that tickets are handled most efficiently.

Customizable and Integrated Ticketing

HubSpot tickets are highly customizable, enabling businesses to tailor the views and management options to fit their unique operational requirements. The integration capabilities with other tools within the HubSpot ecosystem mean companies can leverage a cohesive approach to customer relationship management, ensuring a seamless flow of information across various customer service touchpoints.

Enhancing Customer Experience

The HubSpot ticketing system is designed to manage and resolve customer queries effectively and enhance the overall customer experience by making support operations more responsive and adaptable to customer needs. This, in turn, helps businesses build stronger relationships with their customers and improve their service delivery metrics.

How Are HubSpot Tickets Created?

HubSpot Tickets works by integrating with your customer support email address. Once you've set up your account, any emails sent to your customer support address will automatically be converted into tickets and added to your dashboard. From there, you can:

Assign each ticket to a team member

Add notes and updates

Set a status for each ticket (e.g., open, closed, pending).

Overall, the HubSpot ticketing system is designed to help businesses provide better customer support by:

Organizing customer inquiries efficiently

Prioritizing support requests based on urgency

Tracking customer issues within a single, central dashboard

In addition to managing support tickets, HubSpot Tickets also provides analytics and reporting tools to help you track and measure the performance of your support team. You can:

See how quickly tickets are being resolved

Identify trends in customer issues

Measure customer satisfaction levels

Streamlining Support with Automation and Workflow Optimization

This can help you identify areas for improvement and optimize your support process. HubSpot Tickets also allows you to set up automated workflows, which can help streamline and automate your support process. For example, you can set up a workflow to automatically assign new tickets to specific team members based on the type of issue or to notify customers when their tickets have been resolved.

With features such as automated workflows and analytics, HubSpot Tickets can help businesses to streamline their support process and improve customer satisfaction.

Why Use HubSpot Tickets?

There are several benefits of using HubSpot Tickets for your customer support needs, including:

Improved customer service

Increased efficiency

Increased visibility

Greater flexibility

Better organization

Improved collaboration

Organizing and Tracking Customer Support Tickets

HubSpot Tickets can help improve customer service by organizing and tracking customer support tickets. With all your customer support tickets in one place, providing better customer service is easier. You can quickly see the status of each ticket and who is working on it, and you can easily add updates and notes.

Improving Customer Satisfaction and Loyalty

By providing timely and personalized support, businesses can help improve customer satisfaction and loyalty. HubSpot Tickets helps to increase the efficiency of your customer support team by making it easy to track and manage tickets. With all your tickets in one place, you can quickly see which ones need to be addressed and which can be closed. With the ability to automate routine tasks and prioritize high-impact issues, businesses can resolve customer requests more quickly and effectively.

Increasing Efficiency and Resolving Issues Faster

The ticketing system provides a central repository for customer support requests, allowing businesses to track and monitor the status of issues in real time. It is designed to help companies to provide better customer service by making it easy to see the status of each ticket, who is working on it, and how long it's been in the system.

Centralized Ticketing for Better Customer Service

With the HubSpot ticketing system, businesses can record, organize, and track customer support requests in a single dashboard accessible to the entire customer support team. This helps businesses resolve issues more efficiently and improve customer satisfaction. The ticketing system can be customized to fit a business's specific needs and integrated with other tools and systems to create a seamless support experience.

Tips for Using HubSpot Tickets

Now that you know the basics of HubSpot Tickets, here are a few tips and tricks to help you get the most out of the tool: Use different queues for different types of tickets: By creating different queues for different types of tickets, you can better organize and prioritize your support requests. For example, you could create a queue for high-priority issues, a queue for product-specific issues, and a queue for general inquiries.

This can help you ensure that the most critical issues are addressed first and that your team can work more efficiently:

Use Keyword Filters to Find the Tickets You Need Quickly

The keyword filters in HubSpot Tickets allow you to search for tickets by keyword or phrase quickly. This can be useful if you need to find a specific ticket or want to see all the tickets related to a particular topic.

Use the Notes Feature to Keep Track of Updates and Progress on Each Ticket

The notes feature in HubSpot tickets allows you to add updates and notes to each ticket, providing a record of the progress and history of each issue. This can be useful for keeping track of the work that has been done on each ticket and for coordinating with other team members.

Assign Each Ticket to a Team Member so They Can be Responsible for Addressing It

By assigning each ticket to a specific team member, you can ensure that someone is responsible for addressing the issue and that it isn't overlooked. This can help improve the efficiency of your support team and ensure that customers receive timely, satisfactory support.

Set a Status for Each Ticket

Set a status for each ticket so you can easily see which ones are still open and which have been closed. By setting a status for each ticket (e.g., open, closed, pending), you can quickly see which tickets have been resolved and which are still in progress. This can help you prioritize your work and promptly address all tickets.

Use Automation to Streamline Your Support Process

Set up automated workflows to handle routine tasks, such as assigning new tickets to the appropriate team member or sending a notification to the customer when their ticket has been resolved.

Customize the Ticket Form

Use the customizable ticket form to collect relevant customer information when they submit a support request. This can help you resolve issues more quickly and effectively. Use the customer timeline to track customer interactions: The customer timeline provides a comprehensive view of all the interactions a customer has had with your business, including:

Support requests

Conversations

Use Macros to Respond to Common Questions Quickly

Macros are pre-written responses that can be inserted into tickets with a single click. They allow you to respond quickly to common questions or issues, saving time and improving efficiency.

Take Advantage of Integrations

Integrate HubSpot Tickets with other tools and systems, such as your CRM, help desk, and live chat, to create a seamless support experience for your customers.

How Do HubSpot Tickets Improve Customer Service?

Easily Accessible Information: No More Guesswork

HubSpot Tickets provide easy access to all the information you need to solve customer issues. Each ticket is organized like a mini contact record that displays vital information without overwhelming your reps. When a ticket is opened, the team member can immediately see relevant data on the associated contact and company to help them solve the issue.

Your reps can add tasks and notes inside of tickets and keep track of follow-up communications, similar to how a sales rep would annotate a contact record in your CRM. Once a ticket is closed out, it’s logged on that contact record in your CRM. This allows it to be referred to by employees across your company in case related issues emerge.

Clear Visual Segmentation and Management: Keep Your Organization Intact

Using a ticketing system will ensure your customers stay caught up. It takes a massive task managing your customers’ phone calls and emails and makes it:

Documentable

Manageable

Reportable

Scalable

Enhanced Company-Wide Organization with HubSpot Tickets

The second benefit of HubSpot tickets is the organization they provide to your success or service team and your entire company. Your tickets live in pipelines inside of HubSpot. A pipeline operates much like a deal in HubSpot. You can create a different pipeline for each rep or team, depending on how your company functions. The best part about tickets? Each pipeline can be displayed as a list or as a Kanban board.

If you use the Kanban style board, your ticket status will be reflected at the top of each column. The board allows you to drag and drop each individual ticket into different columns, which will change the ticket status automatically.

Granular Visibility and Workflow Optimization with HubSpot Tickets

You can also filter the list or board based on the ticket owner as well, giving even more visibility into their own workload for your customer success or service reps. For instance, if you are setting up your customer service team’s pipeline, their three stages of tickets may be new, status pending and completed.

Tailored Pipelines for Customer Success Teams

If you are using tickets for your customer success team, each team member may have their own pipeline for their portfolio, and the ticket status and columns may be labeled at-risk, reactive, proactive, and partner. These features will help your reps stay organized and keep track of their tasks and customers, ensuring they are getting the best experience and service possible.

Platform Consolidation: Improve Cross-Departmental Efficiency

If your company already uses HubSpot, adding the Service Hub and Tickets to your package will add another layer of synchronization among your marketing, sales, and service teams. This is especially true if you are currently using a third-party ticketing software but your sales or marketing teams are already on HubSpot.

Connected Data and Seamless Integrations with HubSpot CRM

Your service or support reps will operate inside the Tickets tab. Still, all information stored on each ticket record is copied onto the overall contact record inside your HubSpot CRM. This means more connected data, easier hand-offs, and better integrations company-wide. It will also make reporting easier since your entire customer experience, from marketing to sales to service, operates on the same platform.

Automation: Boost Your Efficiency with Ticket Automation

You can use workflows to auto-generate tickets when certain actions are taken by your customers or your reps. You can even round-robin the ticket assignee to a team if it’s a new inquiry or send it straight to that contact’s owner.

HubSpot Tickets-Accessible

For instance, if you have a Contact Us form on your site and want to route all submissions to your service team, you can automatically create a ticket upon submission and assign that ticket to the appropriate rep or team.

Automated Ticket Status Updates and Workflow Optimization

That ticket will auto-create and appear on the pipeline’s screen in the designated “‘to do” or “new” column. You can also automate the status of a ticket to change once your reps send or receive an email. This function can go in two directions. If you use the drop-down feature inside an open ticket to change the status, the ticket object will automatically jump to the correct column. For instance, if I hit “close” inside of an open ticket when I return to my ticket board view, the ticket will be moved to the closed column on the right.

Flexible Ticket Management with Drag-and-Drop Functionality

Alternately, I can drag and drop the entire ticket into the closed column from the board view, and it will automatically change the ticket status to closed. If you’re using HubSpot’s live chat or chatbot feature, you can auto-create tickets from there as well. You can build it right into your chat flow that when users select certain options like “I need a quote” or “I have X issue,” you automatically create tickets.

Seamless Ticket Creation from Live Chat or Chatbot

It will copy over all the information from the conversation so it’s passed on to the appropriate rep. The ticket will appear on their ticket board or list as a new ticket. This eliminates the need for reps to go to multiple locations to retrieve inquiries and makes sure no emails or inquiries get forgotten and saves them time too.

Reporting: Improve Customer Experience with Ticket Analytics

One of the main reasons you may want to use tickets is to improve the functionality and organization of your customer service or support team’s time. If you are using HubSpot Tickets, you can now access all kinds of reports and analytics to help you improve the way your teams operate and the experience your customers have with your brand.

Comprehensive Reporting and Analysis

HubSpot Tickets-Visual Management: In the reports library, you can access a few standard out-of-the-box reports, including average ticket response time, ticket totals over time, and tickets closed by rep. You can also create custom properties on tickets and use those to build custom reports. For instance, you could use a property to signify a certain type of customer or issue and then run a report to see how long it takes that type of issue to close.

Gaining Insights and Optimizing Performance

This may help you identify issues among product groups or types of customers that you didn’t know we had. The reporting function gives incredible transparency to your customer success managers and support reps to measure their efforts and make improvements along the way. It takes actions like replying to emails that seem small and hard to track and makes them reportable and measurable.

Does Hubspot Offer an Automated Ticketing System?

HubSpot offers an automated ticketing system through its Service Hub. It integrates with other HubSpot tools like:

Workflows

Knowledge base to offer an all-in-one solution

HubSpot’s system automates the process of creating and routing tickets, setting priorities, and managing follow-ups.

Streamlining Customer Support with HubSpot Tickets

HubSpot's ticket management system is a centralized hub for managing customer inquiries and support requests. Businesses can efficiently track and address customer concerns by organizing and categorizing these tickets.

Efficient Ticket Management and Automation with HubSpot

Efficiently handling customer support ticket details is essential for a positive customer experience. With HubSpot's ticket management system, you can seamlessly capture, track, and resolve customer issues. You can access relevant customer information and deliver personalized service by integrating tickets with other HubSpot tools, such as CRM.

Assigning ownership and setting priorities enable your support team to prioritize urgent requests and allocate resources effectively.

Streamlining Customer Support with HubSpot's Ticketing System

HubSpot's ticketing system provides advanced automation features that can streamline your customer support processes. For instance, you can set up workflows to automatically assign tickets in the ticket pipeline to specific team members based on predefined rules. This automation reduces manual effort and ensures that each ticket is handled promptly and efficiently.

Want easy collaboration among team members? With HubSpot's features, the support team can collaborate efficiently to resolve customer inquiries by:

Leaving internal notes

Tag colleagues

Assign follow-up tasks

These collaborative features promote effective communication, reduce response times, and avoid duplication of efforts.

Another plus to HubSpot's ticket management system is that it offers a knowledge base feature where you can create and store:

Articles

FAQs

Tutorials to help customers find answers to common questions

By providing self-service resources, you empower customers to find solutions independently, reducing the number of support tickets and improving overall customer satisfaction.

Best Practices for Utilizing HubSpot Tickets

While HubSpot's ticket management system provides a solid foundation, implementing best practices can further optimize your customer support operations. Correctly categorizing and labeling tickets ensures no customer concern goes unnoticed or unresolved. Creating custom ticket properties can help streamline workflows and enable better reporting and analysis.

Regularly monitoring ticket metrics, ticket status, and generating reports allows you to identify:

Trends

Spot areas for improvement

Make data-driven decisions

You can continuously enhance your customer support processes by evaluating metrics, such as:

Response times

Resolution rates

Customer satisfaction scores

These metrics provide valuable insights for performance reviews and resource allocation.

Proactive Engagement and Customer Relationship Building

Another best practice is to leverage HubSpot's ticketing system to engage with customers proactively. By monitoring ticket trends and common issues, you can identify opportunities to create educational content or conduct targeted outreach campaigns. This proactive approach helps resolve customer concerns and strengthens customer relationships and loyalty.

Empowering Customers with an Updated Knowledge Base

Regularly reviewing and updating your knowledge base articles ensures they remain relevant and helpful to customers. By keeping your knowledge base current, you can empower customers to find solutions independently, reducing their reliance on support tickets and freeing up resources for more complex issues.

Crafting an Effective Knowledge Base

Building a comprehensive knowledge base is another crucial element of streamlining customer support. By creating a repository of information that addresses common customer questions and issues, you empower customers to find answers independently, reducing the number of support tickets and improving customer satisfaction.

Empowering Customers with a Comprehensive Knowledge Base

A knowledge base is a centralized information hub covering various aspects of your product or service. It is a valuable resource that can assist customers in troubleshooting problems and educate them on how to make the most of your offerings. From step-by-step guides to troubleshooting tips, a well-crafted knowledge base can provide comprehensive support to customers at any stage of their journey.

Creating a Comprehensive Knowledge Base for Your Customers

Consider the most frequently asked questions and commonly encountered issues when developing your knowledge base. Start by organizing your content into categories and subcategories, ensuring easy navigation for your customers. Each article within your knowledge base should be:

Concise

Well-structured

Easy to understand

This allows customers to locate the information they need quickly.

One effective strategy is to create a hierarchy of information, starting with broad topics and drilling down into more specific subtopics. This way, customers can easily navigate the knowledge base, finding answers to their questions without feeling overwhelmed by irrelevant information.

Enhancing User Experience with Multimedia Elements

Incorporating multimedia elements such as videos and infographics can help break down complex concepts and enhance the user experience. Visual aids make the information more engaging and cater to different learning styles, ensuring that customers can grasp the content in a way that suits them best.

Maintaining an Up-to-date and Relevant Knowledge Base

Regularly updating and expanding your knowledge base with new articles based on customer feedback and emerging trends ensures that your customers always have access to up-to-date information. A proactive approach to knowledge base maintenance demonstrates your commitment to providing exceptional customer support.

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Complete Guide for Setting Up Hubspot Ticket Automation

You can set up ticket pipeline automation to customize close date settings or trigger actions based on emails and ticket status updates. The automation settings you can customize depend on your HubSpot subscription:

If your account has free tools, you can create tickets via conversation channels and customize close date automation.

If your account has a Service Hub Starter, Professional, or Enterprise subscription, you can automate ticket status based on emails and set up automated actions based on ticket status.

If your account has a Service Hub Professional or Enterprise subscription, you can also set up automation in workflows to automate processes based on tickets.

Manage Channels That Automatically Create Tickets

You can set up automation to automatically create tickets from incoming messages from conversation channels.

To view or remove channels that create tickets:

In your HubSpot account, click the settings icon in the top navigation bar.

In the left sidebar menu, navigate to Objects > Tickets.

Click the Pipelines tab.

Click the Select a pipeline dropdown menu, then select the ticket pipeline you want to adjust.

Click the Automate tab. If collapsed, click to expand the Templated Automation section.

In the Connected channels section, view the channels in which a ticket will automatically be created for all new incoming messages.

If you don't want a ticket created for messages sent to a channel, click the channel name to turn ticket automation off in the channel's settings.

Customize Close Date Automation

By default, the following behavior is expected. When you move a ticket to a closed status, the ticket's close date value will be updated to today's date. When you move a ticket from closed to open, the close date value is cleared.

You can adjust your automation settings per pipeline to stop setting the close date.

In your HubSpot account, click the settings icon in the top navigation bar.

In the left sidebar menu, navigate to Objects > Tickets.

Click the Pipelines tab.

Click the Select a pipeline dropdown menu, then select the ticket pipeline you want to adjust.

Click the Automate tab. If collapsed, click to expand the Templated Automation section.

To adjust the automation for when a ticket is moved to a closed status, in the Set the close date to today when moving the ticket to a closed status row

To turn off the automation, toggle the switch. With this setting, a ticket's close date will not be updated when you move it to a closed status.

To turn the automation back on, toggle the switch on. With the setting turned on, a ticket's close date will be set to today's date when you move a ticket to a closed status.

Update Ticket Status Based on Emails (Service Hub Starter, Professional, and Enterprise only)

You can automatically update the status of tickets when associated emails are sent or received.

In your HubSpot account, click the settings icon in the top navigation bar.

In the left sidebar menu, navigate to Objects > Tickets.

Click the Pipelines tab.

Click the Select a pipeline dropdown menu, then select the ticket pipeline you want to automate.

Click the Automate tab. If collapsed, click to expand the Templated Automation section.

To turn on ticket status automation, in the Update ticket status section, select a checkbox to turn on a trigger:

An email is sent to a customer: the ticket status will change when a user sends an email to a contact from the ticket record. Emails sent from the contact record will not trigger a ticket status change.

When a customer replies to an email, the ticket status will change when a contact replies to the same thread the ticket was created on. If the ticket was closed and reopened, any new threads on the ticket will also update the ticket status.

To edit the ticket's status based on the trigger, hover over the row, then click Edit action. In the right panel, click the Select status dropdown menu, select a status, and click Save.

Note: The following behavior is expected regardless of the automation settings. A ticket's status will not automatically change for forwarded emails, replies to forwarded emails, other emails sent by the contact, or replies sent from a user's connected personal email.

If a contact replies to an existing thread on a closed ticket, the ticket's status will be automatically updated to the first open status in your pipeline. To turn off automation, clear the checkbox. To review the automation in the workflow editor (Service Hub Professional and Enterprise only), hover over the row, then click View workflow.

Automate Actions Based on Ticket Statuses (Service Hub Starter, Professional, and Enterprise only)

You can also set up custom automation based on ticket statuses. If your account has a Service Hub Starter subscription, you can send an email or an internal notification when a ticket's status changes. You can set up additional actions via the workflow tool if your account has a Service Hub professional or enterprise subscription.

To automate actions on ticket statuses, you must have Super admin or Account access permissions.

In your HubSpot account, click the settings icon in the top navigation bar.

In the left sidebar menu, navigate to Objects > Tickets.

Click the Pipelines tab.

Click the Select a pipeline dropdown menu, then select the ticket pipeline you want to automate.

Click the Automate tab, then click to expand the Create workflows from scratch section.

In the Trigger actions, when a ticket reaches a certain status section, click the +plus icon to add an action to a ticket status.

In the right panel, set up your action:

To send an internal notification to your team when a ticket reaches a certain status, select Send internal email notification. Set up the notification details, then click Save.

To send an email when a ticket is opened or closed, select Send email. Click the Automated email, select an email, then click Save. You can select from the following types of emails.

To choose a HubSpot-created email template, select Ticket received or Ticket closed. To edit the default template, click Edit next to the email's name, make my changes, then click Save email. If your account has a Marketing Hub Professional or Enterprise subscription, you can click the email's name to edit the email in the marketing email tool. You can select a custom automated email if your account has a Marketing Hub Professional or Enterprise subscription.

To edit a custom email, click its name. You'll be brought to the marketing email tool.

Please Note: The default Ticket received and Ticket closed emails are transactional emails created by HubSpot. Transactional emails are used for relationship-based interactions, such as a confirmation email following a purchase. Contacts need not be set as marketing to be sent via transactional email. If you select to send a non-transactional automated email instead, contacts must be set as marketing to receive the email.

Transactional Emails and Ticket-Based Workflows

If your account has a transactional email add-on, learn how to create custom transactional emails. If your account has a Service Hub Professional or Enterprise subscription, you can also select other ticket-based workflow actions, including:

Delays

Branches

Communications

Data actions

Set up the action, then click Save. To edit an existing action, click the action bubble. Make changes in the right panel, then click Save. To leave a comment for other users about an action, hover over the action, then click the comments comment icon. Type your message and click Comment. To delete an action, hover over the action, then click the delete icon. Select Delete this action only. To delete just the selected action, or choose Delete this action and all following actions to delete the selected action and any actions below it.

To navigate to the workflow editor (Service Hub Professional or Enterprise only), click Open in Workflows below the status's actions. You can add more actions and edit the workflow's settings in the workflow editor.

Note: The above-automated actions do not apply to live chat or Facebook Messenger conversations by default. To automate tickets for live chat or Facebook Messenger, you can create and customize a workflow and customize the workflow's enrollment triggers to include conversations where the source is equal to chat.

Tips for Organizing and Maintaining Your Knowledge Base

Understand Your Audience

When building a knowledge base, it’s crucial to know who your users are. Understanding their needs helps you organize information logically and create genuinely helpful content. For example, if you’re creating an external knowledge base for your customers, start by identifying their pain points and their questions.

This process may involve:

Analyzing customer support tickets to uncover common issues.

Talking to customer service professionals for insight into user frustrations.

Surveying customers to understand what they need from a self-service solution.

If you’re building an internal knowledge base for employees, you’ll want to determine what information they expect to find, which may include:

Company policies and procedures.

Useful resources to get them up to speed.

Information on key processes that can improve their workflow.

Determine Your Content Needs

Once you have a solid grasp of your audience and what they need, it’s time to determine your content needs. If you want to add existing content to your knowledge base, assess where it fits into your new strategy. Is the content comprehensive? Does it align with the needs and expectations you unearthed during the audience research stage?

Perform a gap analysis to determine if there is any information that needs to be updated. Then, identify the resources you want to include in your knowledge base. For an external knowledge base, this might include:

FAQs

Quick reference guides

Tutorials

Any other resources that your customers might find helpful.

For an internal knowledge base, this might include policy documents, handbooks, manuals, or training guides. Determine the key content areas you’d like each resource to cover. For example:

FAQs

Questions related to product usage, shipping, returns, and payment options.

Quick Reference Guides

Brief information on product features and setup instructions.

Product Tutorials

Walkthroughs for basic and advanced product use cases.

Handbooks

Details about company culture, mission, vision, and operational procedures.

Training Guides

Department-specific training materials, tools, and processes. Now, for each key area, determine the depth of information required and consider the various content formats that would best serve this information. Let’s take product tutorials, for example. Customers would need engaging step-by-step instructions, making a combination of text and video ideal.

Actionable Tip

Throughout the process, engage with stakeholders from different departments (eg. customer service, product development, or HR) to ensure all relevant topics are covered and to gather unique insights to elevate your knowledge base content.

Invest in the Right Knowledge Base Solution

The right knowledge base solution plays a crucial role in organizing and managing your knowledge base. The wrong tool can limit you, while the right tool (like Helpjuice) can simplify organization and streamline other processes, such as content creation and management. Selecting the right solution lays the foundation for an effective knowledge base that you can tailor to your organization’s needs.

That said, the right knowledge base solution offers:

Robust Knowledge Management Capabilities: Simplifies creating, organizing, and updating knowledge base resources.

Advanced Search Capabilities: Ensures users find information instantly for time savings and efficiency.

Customizability: This feature allows you to make your knowledge base your own while maintaining a consistent and on-brand user experience.

Scalability: Evolves with your organization, accommodating a growing collection of knowledge resources without sacrificing performance.

Integrations: Works alongside other tools or systems to provide a seamless experience for all users.

Powerful Analytics and Insights: Tracks key usage and engagement metrics, guiding content and knowledge base optimization.

Actionable Tips: When exploring options, consider your target users, content requirements, and any other special functions.

Get hands-on experience through trials and demos. Work with a responsive service provider that can:

Answer your questions

Provide setup guidance

Migration assistance

Ongoing support

4. Establish Your Information Architecture

Let’s face it: you could have the best content in the world, but it’s meaningless if your users can’t find it. This leads us to our next step: establishing your information architecture. Information architecture refers to the overall layout of your knowledge base. So, the user interface, navigation, and how users search for information.

Taxonomy

Taxonomy refers to the system used to organize and categorize a knowledge base. Picture it as a neatly labeled filing system for concepts and how they are related to each other. Getting this right ensures your knowledge base is organized for optimal knowledge sharing. It also:

Increases findability, structuring knowledge for better understanding and insights.

Ensures content consistency, reducing the chances of duplication or misclassification.

Ensures that your content doesn’t become disorganized as your knowledge base grows.

Allows search engines and AI systems to interpret and process the knowledge in your knowledge base.

Source Categories

Categories are the main building blocks used to structure knowledge-based content. They’re often organized like a tree, with broad topics branching into sub-categories. Typically, your content guides how you organize categories within a hierarchy. You start by determining top-level categories or your overarching theme pillars before moving into subcategories. So, you could arrange content alphabetically by topic or what’s most important to your users.

Common top-level categories include:

Products and services

Support

Tutorials and tips

Meanwhile, sub-categories may include product types and features. Ultimately, the aim is to create an intuitive flow from general to more specific information. Categories should:

Reflect how end users think about the different types of information you offer.

Provide enough detail to allow users to make quick assumptions about the content.

Be consistent and cover all content in your knowledge base.

Tagging and Metadata

Tagging refers to assigning relevant keywords or labels to your content. While categories provide the overarching structure, tags add the granular details, allowing for more refined searching and understanding. In addition to greater flexibility when categorizing information, tags allow users to search for content using the keywords they naturally use when searching for information.

This is beneficial for several reasons:

Users can find content easily, even when it doesn’t fit within defined categories.

They can also see connections between items, encouraging information discovery and exploration.

Tips: For a comprehensive knowledge organization system:

Analyze support tickets and talk to service teams to understand how users naturally search for information. This ensures your taxonomy is user-friendly and relatable.

For user-friendliness, keep categories 3 to 4 levels deep.

Keep tags relevant, ensuring they accurately describe the content.

Create a list of preferred tags. This promotes consistency and eliminates redundancy.

5. Assign a Dedicated Team

Once you have ironed out the finer details of information architecture, your next task is to assign a dedicated knowledge base team. This is essential to keep your knowledge base secure and up-to-standard. Your knowledge base team will create, manage, and update valuable knowledge resources. They should have the necessary skills as they play a crucial role in keeping your knowledge base organized. This includes:

Technical Expertise

Team members should deeply understand your products and services to ensure content is accurate.

Content Creation and Management: Team members should be skilled in writing, editing, and organizing content.

Communication Skills: Team members should be able to communicate effectively with each other and employees from other departments for knowledge-gathering purposes.

Strong Analytical Skills: Your team should be skilled at analyzing user metrics and feedback to improve the knowledge base continually. Once you have the right team, assigning each member a role and responsibilities is crucial. This keeps everyone accountable and on the same page. It also keeps your knowledge base secure, ensuring that only individuals with authorized access can make major changes.

Typical roles to consider include:

A Knowledge Base Manager: Oversees overall strategy, content quality, metrics, and team coordination.

Content Creators: Responsible for creating high-quality articles and other knowledge resources.

Analysts: Monitor usage patterns, search terms, and feedback to identify gaps and areas for improvement.

Subject Matter Experts: Provide technical input or review knowledge resources for accuracy.

Tips: Establish a clear process for creating knowledge base resources. Ideally, this should cover topic selection, editing, review, and publishing. Schedule regular sessions between the team, relevant stakeholders, and subject matter experts to ensure cohesion and information consistency.

6. Prioritize Continuous Improvement

After you’ve organized your knowledge base for success, you must prioritize continuous improvement. Outdated information actively undermines your knowledge base, misinforming employees and frustrating customers.

Here are three key areas to focus on to ensure your knowledge base consistently delivers value:

Content Audits

Content audits are systemic assessments of your knowledge base's accuracy, relevance, and overall quality. They ensure your knowledge resources stay up to date, preventing costly errors or issues that can arise from misinformation.

Feedback Mechanisms

Feedback mechanisms are systems that allow you to collect, analyze, and share insights with your users. This invaluable perspective into user needs is the key to keeping your knowledge base functioning optimally. By actively seeking out user feedback, you can identify knowledge gaps, confusing sections, and areas for improvement, leading to an enhanced user experience.

User Metrics

Analyzing user metrics allows you to track what’s working and what isn’t. With deep insights into user interactions, time spent on certain areas, and other key engagement metrics, you can gauge the effectiveness of your knowledge base. In turn, you can identify content gaps or where users are getting stuck, and make the necessary improvements.

Tips: Schedule regular audits to identify outdated resources, address inaccuracies, and ensure consistency. Use surveys, comment boxes, or ratings to collect feedback from users. Track search terms, popular articles, and bounce rates to reveal patterns in user behavior, usability issues, or potential optimization areas.

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