The Client

Mercell is a leading European provider of e-procurement solutions, connecting public and private buyers with suppliers across the Nordic region and beyond. With a mission to increase transparency and efficiency in procurement processes, Mercell serves thousands of organisations on both the buy and sell sides of public tenders.

The Challenge

As Mercell's customer base grew, their 39-person Customer Success team faced mounting operational challenges that threatened renewal rates and customer satisfaction. Despite managing a large book of business, the team lacked the infrastructure and visibility needed to proactively manage customer health and drive retention.

No Centralised Book of Business or Customer Health Visibility: Customer data existed across disconnected systems including Salesforce, 6sense, Stripe Connect, and NetSuite. CSMs had no standardised way to segment accounts by priority or identify at-risk customers before renewal conversations. Leadership lacked visibility into team performance and customer health trends, forcing reactive rather than proactive customer management.

Fragmented Customer Support Data: Critical customer touchpoints lived in Jira, completely disconnected from HubSpot. CSMs couldn't see support ticket history, resolution times, or product issues when engaging with customers. This fragmentation meant health scoring and account planning happened without complete context, delaying response to escalating customer concerns.

Limited Insight into Customer Sentiment and Onboarding Success: Mercell had no systematic approach to capturing customer feedback or measuring satisfaction at key journey stages. New customer onboarding lacked structure and automation, making it difficult to ensure consistent time-to-value. Without baseline NPS or CSAT data, the team couldn't measure CS initiative effectiveness or prove ROI to leadership.

The Solution

RevOps Automated partnered with Mercell to design and implement a comprehensive Customer Success operations system built on HubSpot Service Hub. The engagement was structured as a 12-week sprint focused on rapid deployment and measurable impact.

Service Hub Foundation & Book of Business Architecture: We configured HubSpot Service Hub with subscription management and ticket pipeline architecture, then migrated and structured book of business data for both buy-side and sell-side company accounts. We deployed 39 CSMs with templated permission sets and integrated communication channels, delivering four comprehensive training sessions to ensure rapid adoption.

Automated Health Scoring & Task Management: We developed a health scoring metrics framework based on HubSpot engagement data, then launched automated health scoring with threshold-based task triggers and customer outreach sequences. We built three segmented account lists with owner-filtered reporting dashboards, enabling data-driven prioritisation across the CS team.

One-Way Jira Integration: We completed a one-way sync from Jira to HubSpot, bringing full ticketing visibility into the customer record. This consolidated view gave CSMs complete account context when managing relationships and provided critical inputs for health score calculation.

Customer Feedback & Onboarding Systems: We implemented NPS survey workflows with three-branch automation based on response type, establishing baseline customer sentiment metrics. We designed and automated an onboarding pipeline with playbook-driven task sequences and progress reporting against SLA and KPI targets.

Leadership Visibility Dashboards: We delivered health score dashboards for individual CSMs and leadership views, replacing manual reporting processes with real-time visibility into CS operations and team performance.