How Customer Success Teams Can Use HubSpot’s Sensitive Data to Deliver Better Service

In the customer success space, building long-term relationships and ensuring customer satisfaction requires a deep understanding of your customers’ needs and challenges. Often, this understanding comes from sensitive data, such as personal, financial, or health-related information. While this data can be instrumental in delivering personalized and proactive customer service, it must be handled securely to protect customer privacy and comply with regulations like GDPR and HIPAA.

HubSpot provides a suite of tools that allow customer success teams to securely manage sensitive data while improving service delivery, increasing retention, and building strong, lasting relationships. In this blog post, we’ll explore how customer success teams can use HubSpot’s sensitive data features to enhance their service strategies while ensuring compliance and data security.

What is Sensitive Data in HubSpot?

Sensitive data in customer success can include personal and confidential information that helps teams better understand and serve their customers. This data might include:

• Demographic information: Age, location, gender, and ethnicity.
• Health-related information: Medical history or treatment plans in industries like healthcare or insurance.
• Financial information: Income levels, billing details, and payment history.
• Service usage data: Information about how customers interact with your products or services, especially when combined with other sensitive data.
• Contact information: Phone numbers, addresses, and email addresses (particularly when paired with other sensitive details).

Sensitive data gives customer success teams the ability to tailor support interactions and proactively address customer needs, but it must be handled with care and in compliance with data protection laws.

How HubSpot Helps Customer Success Teams Use Sensitive Data Securely

HubSpot offers robust features that enable customer success teams to use sensitive data securely, ensuring that all customer interactions are personalized, secure, and compliant. Here’s how HubSpot’s sensitive data tools help customer success teams deliver exceptional service:

1. Enable Sensitive Data Settings in HubSpot

Before using sensitive data, Super Admins need to enable the sensitive data settings in HubSpot’s Privacy & Consent settings. This activates HubSpot’s advanced security features, ensuring that sensitive data is protected through application-layer encryption and that only authorized team members can access it.

Sensitive data can then be used in customer success strategies, allowing your team to provide tailored service without compromising data security.

2. Use Field-Level Permissions to Control Access

Not every team member needs access to all sensitive data. HubSpot’s field-level permissions allow administrators to limit who can view or modify sensitive data properties. This is particularly important for customer success teams, as it ensures that only authorized personnel can access data like health records or financial details.

For example:

• Account managers might need access to sensitive billing information to help customers with payment issues, while other customer success reps might only need basic contact details.
• Healthcare customer success teams may have access to patient medical histories to provide personalized support, while other team members are restricted from viewing sensitive health data.

By controlling access to sensitive information, your team can work securely and efficiently while ensuring customer privacy.

How Customer Success Teams Can Leverage Sensitive Data to Improve Service

Sensitive data gives customer success teams deeper insights into their customers, enabling them to provide more personalized, proactive service. Here are several ways customer success teams can use sensitive data within HubSpot to drive better results:

1. Personalize Customer Support

Personalization is key to great customer success. By using sensitive data like demographics, service usage, or financial information, customer success teams can create more tailored support experiences that meet the specific needs of each customer.

For example:

• Financial services: A customer success rep working with a high-net-worth client can use income data to recommend premium services or provide specialized advice on managing their accounts.
• Healthcare: A healthcare provider can use a patient’s medical history to offer more personalized advice and support, ensuring that the customer receives the right care and resources based on their health conditions.
• B2B services: If a customer’s service usage data indicates they are approaching their plan’s limit, a success manager can proactively reach out to discuss upgrading their plan before any disruptions occur.

Using sensitive data to personalize customer interactions can significantly improve the customer experience and strengthen relationships, helping drive long-term loyalty.

2. Proactively Address Customer Needs

With access to sensitive data, customer success teams can anticipate customer needs and proactively provide solutions. HubSpot allows teams to track key data points, such as a customer’s financial status, service usage, or health information, which can be used to offer timely and relevant support.

For example:

• Proactive billing assistance: If a customer’s payment history shows a pattern of late payments, a customer success rep can proactively reach out to discuss billing issues and offer flexible payment solutions.
• Health-related support: For healthcare or wellness companies, customer success teams can monitor a patient’s treatment history and send reminders about upcoming check-ups or suggest relevant health resources to improve outcomes.

By being proactive and using sensitive data to predict customer needs, customer success teams can prevent issues before they arise, leading to higher satisfaction and retention rates.

3. Improve Retention with Tailored Offers

Sensitive data can also be used to build customized retention strategies. When customer success teams have access to demographic or financial data, they can develop personalized offers, discounts, or service upgrades that align with a customer’s specific circumstances.

For example:

• Insurance renewals: An insurance company can use customer age, health status, or financial information to tailor renewal offers, providing personalized policy options that better fit the customer’s current situation.
• Subscription services: A SaaS provider can use sensitive service usage data to identify customers at risk of churning and offer personalized discounts or feature upgrades to keep them engaged.

With HubSpot’s sensitive data tools, customer success teams can deliver offers that resonate with customers’ unique needs, improving retention and reducing churn.

4. Automate Support Processes

HubSpot’s workflow automation tools allow customer success teams to automate key support processes, making it easier to manage sensitive data and provide timely support. Sensitive data can be used to trigger automated follow-ups, alerts, and reminders, streamlining workflows and ensuring that customers receive the right information at the right time.

For example:

• Financial services: Automate follow-ups for customers who may be eligible for a new financial product based on their income or payment history.
• Healthcare: Set up reminders for customers to schedule their annual check-up based on their medical history, or automate check-in emails for patients after a major procedure.

By using automation to handle sensitive data securely, customer success teams can free up time to focus on high-touch interactions while still delivering personalized, proactive support.

Ensuring Compliance with Sensitive Data in Customer Success

Handling sensitive data requires a commitment to data security and regulatory compliance. Here’s how customer success teams can ensure they’re using sensitive data responsibly and in line with regulations like GDPR, HIPAA, and PCI DSS:

1. Obtain Explicit Consent

Before using sensitive data, ensure that your organization has obtained explicit consent from customers. HubSpot’s GDPR-compliant forms allow you to collect consent and inform customers about how their data will be used, stored, and protected.

For example:

2. Respect Data Subject Rights

Under GDPR, individuals have the right to access, update, or delete their personal data. Customer success teams should ensure that customers can easily manage their data preferences and request the deletion of their information if needed. HubSpot’s data subject access requests (DSARs) allow your team to fulfill these requests quickly and efficiently.

3. Protect Data with Encryption and Permissions

Sensitive data should always be protected through encryption and field-level permissions. Only authorized team members should have access to sensitive information, and customer data should be encrypted in transit and at rest to prevent unauthorized access.

By following these best practices, customer success teams can use sensitive data to improve service without compromising security or compliance.

Conclusion: Using HubSpot’s Sensitive Data Features to Enhance Customer Success

For customer success teams, sensitive data is a valuable tool for delivering personalized, proactive support that drives customer satisfaction and retention. HubSpot’s sensitive data management features provide the security and compliance necessary to use this data responsibly, allowing teams to provide tailored service, anticipate customer needs, and improve overall outcomes.

By leveraging sensitive data securely within HubSpot, customer success teams can enhance the customer experience, build stronger relationships, and deliver better long-term results.

Interested in learning more? Get our ebook here - click to download, no email necessary