Churn Scores & CSM Workflows for Hubspot

What this Play does:

This Play not only syncs Upollo’s Churn Scores with your HubSpot account but also empowers your CSMs by automating workflows to prioritize and engage at-risk customers. By streamlining these processes, you can enhance customer retention and reduce churn more effectively. This Play was inspired by the proven methods of top customer success using Upollo. With this workflow, turn your list of thousands of people into just a few people that need critical attention.

Please note, the two-way sync with HubSpot, including workflow automation for CSMs, is available on our Enterprise tier. Contact us to enable this feature on your account.

Requirements:

For this Play to work, you should have the following accounts set up:

• Upollo Account: Upollo brings together all of your customer data (App/Website, Billing/Subscription, CRM, Customer Support) to provide insights and predictions for Conversion, Churn/Retention, and Expansion. Get started for free. 
• HubSpot Account: HubSpot serves as your centralized platform for managing customer relationships. Ensure your account is set up to leverage our insights for churn, conversion, and expansion. We offer a two way sync meaning Upollo insights and scores can be synced directly to HubSpot, so your team has what they need, when they need it. 

Here’s an overview of how we’ll be moving data between Upollo and HubSpot in this Play.

In the Upollo dashboard, go to the Connections page and find HubSpot. Click Connect to begin.

HubSpot will open in a new tab. Select which account you’d like to connect to Upollo, and click Choose Account.

On the next screen, confirm the permissions and click Connect app to continue.

Afterwards, you’ll be redirected back to the Connections page in Upollo. You can see that HubSpot has been successfully connected. Click Configure.

Turn this setting on to enable a two-way sync to HubSpot. This allows Upollo to add new scores and insights for your Accounts and Companies in HubSpot. In the next section, we’ll show you how to see Churn Propensity Scores in HubSpot. 

Now that Upollo is analyzing your users and companies for their likelihood of churn, let’s get read to view churn scores in HubSpot.

In HubSpot, go to the Companies page. Click Edit Columns.

Search for “Upollo” and select the following columns to add:

• Churn Score: How likely someone is going to churn, from 0% (Very Unlikely) to 100% (Very Likely)
• Churn Score Update Time: The last time Upollo generated a Churn Score for this user
• Upollo URL: A link to a user or company’s detail page in Upollo

Click Apply to save the changes. 

By default, new columns will be added to the end (right side) of the Companies table. Rearrange them as you’d like.

Next, we’re going to set up a simple workflow in Hubspot to automatically flag users who have a high churn score. We will also mark the person as high priority and assign them to the owner of the Company in HubSpot.

Begin by going to the Workflows page and clicking the Create workflow button.

For this workflow, select Company-based and Blank workflow, then click Next.

Now you’ll see an empty Workflow. For the Company enrollment trigger, click the Set up triggers button to get started.

We want to define the criteria in which a Company is added to this workflow. In the second column, under the category Object information, click on Company properties. 

Add Upollo Churn Scores for the Criteria by searching for “Churn” and clicking on Churn Score Update Time. 

For this Workflow, we want to flag users who have had their churn score updated in the last 14 days. Choose a time period that makes sense for your app or service. 

In the left column, underneath where you added the Churn Score Updated Time, add another criteria parameter. Search for “Churn” again, this time selecting Churn Score. 

Generally, we consider a user or company with a Churn Score greater than or equal to 0.75 (75%) to be high. Upollo churn scores are sent as decimal values. After setting your preferred High Churn Score, click Save.

This is what your Workflow should look like after saving all of the enrollment trigger criteria. Next, we’re going to flag users with a high churn score, and then assign them to a CSM to take further action.

Click the Plus button beneath your Enrollment trigger to add a new Task. In the search field beneath Browse all Actions, search for Task and click on the HubSpot CRM Task.

Create a name for this Task by typing in “Churn Risk:” and then inserting the Company Name via the Insert Data column.

Scroll down in the Create Task column and be sure to set a High Priority and Assign this Task to the Existing owner of the Company in HubSpot. Feel free to set these to values that make sense for your organization. Click Save when you’re done.

Your Workflow should now look like this:

In the top menu bar, click the Edit (Pencil) icon and set a name, such as Automated Churn Risk Detection by Upollo. Click Save.

Next, click Review and Publish. Choose either Yes or No for the first setting. If you choose Yes, new tasks will be created for any Company that currently meets the criteria you set previously. 

Go to the Enrollment tab and ensure the parameters are correct. Our example Workflow flags Companies that have a churn score greater than 75% and have been updated within the past 14 days. 

Click on the Unenrollment tab and add the following unenrollment criteria (or whichever criteria make sense for your organization):

• Churn Score Updated Time has been updated in the last 14 days
• [AND] Churn Score is less than 0.75 (Make sure this number aligns with what you set in the Enrollment criteria tab)

Click on the Re-enrolment tab. Ensure these settings are correct. 

After configuring everything, click Next to go to Step 2. Confirm this is correct and click Next.

Confirm this is correct and click Next.

Review all the details here and click Turn on Workflow.

Your Workflow is now running. Any companies who have a high churn score above 75% within the last 14 days will now trigger a new Task in Hubspot marked as High Priority and assigned to the owner of the company. 

Now that your workflow is up and running, you can stay ahead of potential churn by closely monitoring your at-risk customers. Need more help getting a handle on churn? Get in touch.