RevOps for PetExec: Optimising Sales and Support with HubSpot

The Challenge

The PetExec team faced several challenges in optimising their operations. They needed to transition to a more efficient support system, which involved setting up HubSpot’s Service Hub, live chat functionality, and a chatbot that provided layered visibility based on business hours and agent availability. Additionally, PetExec needed assistance with implementing a double opt-in system to help them comply with US data privacy laws.

Their lead qualification process was another significant challenge—time-consuming and inefficient, it needed a streamlined system to save the sales team valuable time. The cancellation process was similarly problematic, remaining manual and lacking insight into customer churn. With no data or reporting capabilities, PetExec had no clear understanding of why customers were leaving, hindering their ability to develop an effective strategy to address cancellations and improve retention. 

The Solution

SpotDev worked with the PetExec team to implement a sophisticated set of solutions designed to increase the efficiency of their support and sales processes by automating manual tasks. These included: 

• Support system & chatbot optimisation: 

SpotDev integrated PetExec’s customer data with HubSpot Service Hub to streamline support workflows. A layered chatbot system was designed that provided different chat options based on business hours and agent availability. Additionally, a live chat system was implemented that automatically redirected users to the knowledge base outside of business hours. 

• Double opt-in & contact form customisation 

SpotDev implemented a double opt-in mechanism to ensure compliance with legal requirements for data privacy. They developed a dynamic contact form that collected key business details (e.g., location, services, revenue) and used logic-based triggers to route leads to the appropriate sales representatives. Additionally, pre-qualification videos were integrated, allowing leads to self-disqualify if PetExec was not a suitable solution, which helped reduce wasted sales time.  

• Automated cancellation process 

The cancellation process for PetExec was entirely manual, relying on email and chat to execute subscription cancellations. There was no automated way to track or document the reasons for cancellations. To address this, SpotDev built a multi-step cancellation form that captured structured data, such as reasons for cancellation (e.g., switching providers, business closure) and competitor information, where applicable. 

Users can initiate the cancellation process through multiple methods, but all pathways ultimately lead to the multi-step cancellation form created by SpotDev. They can cancel via self-service in the PetExec portal, where they log in and click a button to request cancellation. Alternatively, they can submit a customer support request through chat or email, asking how to cancel. In response, the support team uses a pre-written email snippet to direct them to the cancellation form.

Another option is to search PetExec's HubSpot knowledgebase, which provides customers with easy access to their top 10 frequently asked questions (FAQs). Alternatively, users can refer to PetExec's custom knowledgebase, offering more detailed support documentation. Both knowledge sources guide users to the cancellation form. Regardless of the method chosen, every inquiry is logged as a support ticket, ensuring a structured and trackable process. 

For SaaS companies like PetExec, understanding why customers leave helps identify areas for service improvement, reduce churn, and retain a loyal customer base. Tracking competitor information also provides insights into market trends, helping businesses stay competitive and refine their strategies. 

The Results

• Leads could self-disqualify using pre-qualification videos, ensuring sales teams only engaged with high-potential customers.
• The custom contact form efficiently routed leads, reducing manual processing time. 

• The layered chatbot system ensured customers always received the appropriate level of support. 
• HubSpot's Service Hub and Smart CRM provided a 360-degree view of customer interactions, unifying data across sales, marketing, and service teams to improve collaboration and customer insights.
  

• The cancellation process moved from a manual, untrackable system to an automated workflow, enabling data-driven decision-making. 
• PetExec could now analyse why customers left and identify opportunities for improvement.