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[Close deals](https://www.hubspot.com/use-case/close-more-deals?authuser=0) - ## Customer Service - [Scale support](https://www.hubspot.com/use-case/scale-customer-service-support?authuser=0) - [Drive retention](https://www.hubspot.com/use-case/drive-customer-satisfaction?authuser=0) - ## Content - [Create content](https://www.hubspot.com/use-case/create-content-for-customer-journey?authuser=0) - [Manage content](https://www.hubspot.com/use-case/manage-content?authuser=0) - ## Startups & Small Businesses - [Find and reach customers](https://www.hubspot.com/use-case/find-and-reach-customers?authuser=0) - [Grow sales and get paid](https://www.hubspot.com/use-case/grow-sales-and-get-paid-faster?authuser=0) - [Organize customer data](https://www.hubspot.com/use-case/understand-and-organize-customer-data?authuser=0) - ## Artificial Intelligence - [Resolve customer queries 24/7](https://www.hubspot.com/products/artificial-intelligence/ai-customer-service-agent?authuser=0) - [Automate sales prospecting](https://www.hubspot.com/products/sales/ai-prospecting-agent?authuser=0) - [Research customers faster](https://www.hubspot.com/products/artificial-intelligence/ai-data-agent?authuser=0) - By Team Size - ## By Team Size -  ### For Small Businesses & Startups HubSpot’s all-in-one Starter Customer Platform helps your growing startup or small business find and win customers from day one. [Learn more about HubSpot’s Starter Customer Platform](https://www.hubspot.com/products/crm/starter?authuser=0) -  ### For Enterprises With HubSpot’s integrated Enterprise Customer Platform, you don’t have to sacrifice power for ease of use. [Learn more about HubSpot’s Enterprise Customer Platform](https://www.hubspot.com/products/crm/enterprise?authuser=0) - Why HubSpot? - ## Why HubSpot? -  ### Why Choose HubSpot? After just one year, HubSpot customers acquire 129% more leads, close 36% more deals, and see a 37% improvement in ticket closure rates. [Learn more about why how HubSpot’s solution is different](https://www.hubspot.com/why-choose-hubspot?authuser=0) -  ### Case Studies Explore examples of companies like yours from all over the globe that use HubSpot to unite their teams, empower their businesses, and grow better. [See all case studies](https://www.hubspot.com/case-studies?authuser=0) -  ### Spotlight: Product Updates Learn about HubSpot’s featured product releases and announcements in this semi-annual product showcase. [Explore product updates](https://www.hubspot.com/spotlight?authuser=0) - [Pricing](https://www.hubspot.com/pricing/marketing?authuser=0) - Resources Resources - ## Featured Links - [Spotlight: Product Updates](https://www.hubspot.com/spotlight?authuser=0) - [What's New in HubSpot](https://www.hubspot.com/new?authuser=0) - [Why Choose HubSpot?](https://www.hubspot.com/why-choose-hubspot?authuser=0) - [Sustainability](https://www.hubspot.com/sustainability?authuser=0) - ## Community & Events - [UNBOUND Event](https://unbound.hubspot.com/) - [Webinars](https://www.hubspot.com/resources/webinar#resource-library-page-headers) - [HubSpot Community](https://community.hubspot.com/) - [HubSpot User Groups](https://www.hubspot.com/hubspot-user-groups?authuser=0) - ## Partners - [Solutions Partner Program](https://www.hubspot.com/partners/solutions?authuser=0) - [Technology Partner Program](https://www.hubspot.com/partners/app?authuser=0) - [Affiliate Partner Program](https://www.hubspot.com/partners/affiliates?authuser=0) - [Education Partner Program](https://academy.hubspot.com/education-partner-program?authuser=0) - [Startup Partner Program](https://www.hubspot.com/startups/partners?authuser=0) - ## Education - [The Loop Marketing Playbook](https://www.hubspot.com/loop-marketing?authuser=0) - [What Is Inbound Marketing?](https://www.hubspot.com/inbound-marketing?authuser=0) - [HubSpot Blogs](https://blog.hubspot.com/) - [Free Courses & Certifications](https://academy.hubspot.com/) - [Ebooks, Guides & More](https://www.hubspot.com/resources?authuser=0) - [HubSpot Knowledge Base](https://knowledge.hubspot.com/) - ## Tools - [Website Templates](https://ecosystem.hubspot.com/marketplace/templates?authuser=0) - [Developer Tools](https://developers.hubspot.com/) - ## Services - [Onboarding](https://www.hubspot.com/services/onboarding?authuser=0) - [Migration](https://www.hubspot.com/services/professional/migrations?authuser=0) - [Premium Support](https://www.hubspot.com/services/premium-support?authuser=0) - [Hire a Solutions Partner](https://ecosystem.hubspot.com/marketplace/solutions?authuser=0) - About About - [About Us](https://www.hubspot.com/our-story?authuser=0) - [Careers](https://www.hubspot.com/careers?authuser=0) - [Contact Us](https://www.hubspot.com/company/contact?authuser=0) - [Investor Relations](https://ir.hubspot.com/) - [Management Team](https://www.hubspot.com/company/management?authuser=0) [Start free or get a demo](https://www.hubspot.com/products/get-started?authuser=0) [Log in](https://app.hubspot.com/login?authuser=0) - English Select a language - [日本語](#) - [Deutsch](#) - [English](#) - [Español](#) - [Português](#) - [Français](#) - High Contrast - [Customer Support](https://help.hubspot.com/) - [Contact Sales](https://offers.hubspot.com/contact-sales?authuser=0) - [Case Studies Overview](https://www.hubspot.com/case-studies?authuser=0) - [Directory](https://www.hubspot.com/case-studies/directory?authuser=0) - Complete Payroll  # Complete Payroll: Nurturing Customer Advocates in B2B Banking & Financial Services 25-200 employees  - over 1,900 Clients - 6 Referral Deals per Month Use Cases - Improve NPS Products - [The Full CRM Platform](https://www.hubspot.com/products/crm/enterprise?authuser=0) - [Service Hub](https://www.hubspot.com/products/service?authuser=0) ### Story Overview Complete Payroll is recognized by clients and prospects as a provider with exceptional customer service. In an effort to measure customer happiness and tell the story of their great service, through the voice of the customer, they turned to HubSpot. ### About Company Complete Payroll is a mid-sized firm founded in 1992 that specializes in Payroll, Timekeeping, HR, Human Capital Management and a few other related services. They work with clients all over the country from a county in Upstate New York where there are literally more cows than people. ### A Winning Customer Advocacy Strategy Complete Payroll turned to HubSpot’s Marketing and Sales and Service Hubs when Marketing Director, CJ Maurer, joined the team. Since then, the team has been implementing several different tactics including building a content ecosystem with more than 25 gated assets through the platform. Along with CJ, Joe Peluso Marketing Coordinator, is also responsible for the lead generation and branding of the company. Joe came in with video experience and in an effort to build that out for Complete Payroll, the team started creating videos as a part of their larger marketing strategy. This new strategy soon became a full-on advocacy strategy with client testimonial videos and employee bios as they began to use these assets as a source of referrals and references to quickly gain their audience’s trust and generate more referrals. __The team’s goal was to understand how they could put customers at the forefront, reducing friction, and delighting them with top-notch service. CJ and Joe implemented an advocacy strategy composed of customer testimonial videos that have allowed them to amplify the customers’ voices. It was a matter of building trust and increasing qualified leads, by leveraging word-of-mouth.__ “Everyone says ‘we have great service’ but when the customers say it, then people listen.” CJ Maurer says. However, trudging through the muddy waters of identifying clients willing to share their testimonials about Complete Payroll, CJ noticed many people loved the company and wanted to work with them. However, they needed a system to manage and collect this data for the company's benefit. This is when they started using HubSpot’s NPS tool to start an advocacy program, prioritizing what their clients say about them instead of what the company's marketing or sales departments cared to share about Complete Payroll.  “We knew we had good customer service because our retention rate was high compared to the industry average. We had often received verbal anecdotal feedback of, ‘You’re doing a great job at this service for my company,́ but we weren’t measuring any of it. It’s important to have feedback that’s not only recorded but also being tangibly measured. You may have favorable business results and assume people perceive you as an important HR and payroll service, but it’s important to have the data to back it up.” ### How Complete Payroll Generates Word-of-mouth at Scale with Advocacy Automation Knowing that launching an NPS campaign was the first step to take, CJ began by building out the workflow through HubSpot, using the advocacy automation tool offered through the platform to identify customer advocates and collect testimonials for their business. With the advocacy program in full force, the marketing team can now leverage HubSpot’s post-survey automation feedback where they have set up a workflow to manage high and low NPS scores. This workflow enables them to action feedback from both positive and negative scores. Following up with the proper next steps for both happy and unhappy customers will provide an overall better customer experience for Complete Payroll customers.  *“We want to show we put customers first. But rather than sharing it ourselves, we want to let our customers share on our behalf. With customer testimonials, our clients now say it for us.”* Through an advocacy strategy, the company has been able to create follow-up tickets and surface customer issues with the relevant customer service manager. When an NPS score is low, the customer service team takes a closer look at the original case and gains more insight into why their case resulted in a low NPS score. This sets them up to quickly resolve a similar case with better results in the future. If, on the contrary, a customer speaks highly about Complete Payroll services and the NPS score is between a 9 and 10, the system automatically sends an email asking if they would be willing to have their testimonial about Complete Payroll shared on the company's site – either by video or writing.   In the future, they are hoping to incorporate customer testimonials into their ad strategy on platforms, such as Facebook ads. They are excited to see how this marketing strategy drives new leads for their business. As they continue to build out their customer advocacy program, the marketing team also wants to create a Learning Management System, which would act as a marketplace and referral partner program between their clients who may benefit from each other’s company’s services. With these plans on Complete Payroll’s roadmap, they are taking their advocacy strategy to a higher level and delighting their loyal customers. Since implementing an advocacy program with HubSpot tools, CJ advises: “Get an advocacy program. It doesn’t even need to be a program. They just need to realize the customer's opinion carries more weight than theirs. If they subscribe to that belief, then they should use customer testimonials. A lot of people may be afraid to ask for customer opinions. Go to your best customer, call them up, and say that you want to compile a couple of comments. It’s as easy as that – and it’s doing wonders for Complete Payroll.” Table of Contents Table of Contents - [A Winning Customer Advocacy Strategy](https://www.hubspot.com#a-winning-customer-advocacy-strategy) - [How Complete Payroll Generates Word-of-mouth at Scale with Advocacy Automation](https://www.hubspot.com#how-complete-payroll-generates-word-of-mouth-at-scale-with-advocacy-automation)  ### Start Growing With HubSpot Today With tools to make every part of your process more human and a support team excited to help you, growing your business with HubSpot has never been easier. [Get a demo](https://offers.hubspot.com/crm-platform-demo?authuser=0) ##### Related Case Studies -  ### First Alliance Credit Union Cuts Campaign Launch Time by 75% — Getting Financial Guidance to Members Faster Than Ever with Content Remix - Banking & Financial Services - 25-200 employees - United States * * * [Read more](https://www.hubspot.com/case-studies/first-alliance-credit-union?authuser=0) -  ### How Panoramic Doors Gives Every Homeowner Expert Answers at the First Click with HubSpot's Customer Agent - 25-200 employees - United States - Service Hub * * * [Read more](https://www.hubspot.com/case-studies/panoramic-doors-customer-agent?authuser=0) -  ### How Bitfocus Makes Sure No Frontline Worker Waits Overnight for an Answer with HubSpot's Customer Agent - 25-200 employees - United States - Service Hub * * * [Read more](https://www.hubspot.com/case-studies/bitfocus-customer-agent?authuser=0) -  ### How Sticos Gave Accountants Instant Support and Clients Faster Results with HubSpot's Customer Agent - 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