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[Free HubSpot CRM](https://www.hubspot.com/products/crm) [Overview of all products](https://www.hubspot.com/products/get-started) - ### Marketing Hub Marketing automation software [Free and premium plans](https://www.hubspot.com/products/marketing) - ### Sales Hub Sales software [Free and premium plans](https://www.hubspot.com/products/sales) - ### Service Hub Customer service software [Free and premium plans](https://www.hubspot.com/products/service) - ### Content Hub Content marketing software [Free and premium plans](https://www.hubspot.com/products/content) - ### Data Hub Data management software [Free and premium plans](https://www.hubspot.com/products/data) - ### Revenue Hub CPQ, billing, and payments software [Free and premium plans](https://www.hubspot.com/products/revenue) - ### Smart CRM AI-powered, flexible CRM software [Learn more](https://www.hubspot.com/products/crm/ai-crm) - ### Agent Hub Your central home for building and managing AI agents across the platform [Learn more](https://www.hubspot.com/products/artificial-intelligence) - ### Small Business Bundle The Starter edition of each product, built for startups and small businesses [Learn more](https://www.hubspot.com/products/crm/starter) - ### AEO (Beta) Answer engine optimization tools that track and improve your brand's visibility in AI results [Learn more](https://www.hubspot.com/products/aeo) - ### HubSpot Marketplace Connect your favorite apps to HubSpot [See all integrations](https://ecosystem.hubspot.com/marketplace/apps) - Solutions Solutions - By Use Case - By Team Size - Why HubSpot? - ## Marketing - ### [Generate leads](https://www.hubspot.com/use-case/generate-leads) Convert visitors into contacts for your database. - ### [Automate marketing](https://www.hubspot.com/use-case/automate-marketing) Create campaigns with automation and AI. - ## Sales - ### [Build pipeline](https://www.hubspot.com/use-case/build-sales-pipeline) Generate a pipeline of high-quality prospects. - ### [Close deals](https://www.hubspot.com/use-case/close-more-deals) Streamline your process and close more deals faster. - ## Customer Service - ### [Scale support](https://www.hubspot.com/use-case/scale-customer-service-support) Support customers at scale with AI and a help desk. - ### [Drive retention](https://www.hubspot.com/use-case/drive-customer-satisfaction) Identify opportunities to improve customer health. - ## Content - ### [Create content](https://www.hubspot.com/use-case/create-content-for-customer-journey) Easily craft content for your audience, with help from AI. - ### [Manage content](https://www.hubspot.com/use-case/manage-content) Organize, update, and distribute content in one place. - ## Startups & Small Businesses - ### [Find and reach customers](https://www.hubspot.com/use-case/find-and-reach-customers) Generate leads through content, AI, and automation. - ### [Grow sales and get paid](https://www.hubspot.com/use-case/grow-sales-and-get-paid-faster) Prospect smarter and automate payments. - ### [Organize customer data](https://www.hubspot.com/use-case/understand-and-organize-customer-data) Unify your team and data on one platform. - ## Artificial Intelligence - ### [Resolve customer queries 24/7](https://www.hubspot.com/products/artificial-intelligence/ai-customer-service-agent) Scale customer service with an AI customer agent. - ### [Automate sales prospecting](https://www.hubspot.com/products/sales/ai-prospecting-agent) Identify and engage high-value leads with an AI prospecting agent. - ### [Research customers faster](https://www.hubspot.com/products/artificial-intelligence/ai-data-agent) Get instant answers about your customers with an AI data agent. ## 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) - ### 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) ## 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) - ### 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) - ### 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) - [Pricing](https://www.hubspot.com/pricing/marketing) - Resources Resources - ## Featured Links - [Spotlight: Product Updates](https://www.hubspot.com/spotlight) - [What's New in HubSpot](https://www.hubspot.com/new) - [Why Choose HubSpot?](https://www.hubspot.com/why-choose-hubspot) - [Sustainability](https://www.hubspot.com/sustainability) - ## 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/?hubs_content=www.hubspot.com%2Fcase-studies%2Fissa-customer-agent&hubs_content-cta=nav-resources-community) - [HubSpot User Groups](https://www.hubspot.com/hubspot-user-groups) - ## Partners - [Solutions Partner Program](https://www.hubspot.com/partners/solutions) - [Technology Partner Program](https://www.hubspot.com/partners/app) - [Affiliate Partner Program](https://www.hubspot.com/partners/affiliates) - 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## The HubSpot Customer Platform All of HubSpot's marketing, sales, and customer service software on one agentic platform. - [__Free HubSpot CRM__](https://www.hubspot.com/products/crm) - [__Overview of all products__](https://www.hubspot.com/products/get-started) - [ \ __Marketing Hub__ \ Marketing automation software](https://www.hubspot.com/products/marketing) - [ \ __Sales Hub__ \ Sales software](https://www.hubspot.com/products/sales) - [ \ __Service Hub__ \ Customer service software](https://www.hubspot.com/products/service) - [ \ __Content Hub__ \ Content marketing software](https://www.hubspot.com/products/content) - [ \ __Data Hub__ \ Data management software](https://www.hubspot.com/products/data) - [ \ __Revenue Hub__ \ CPQ, billing, and payments software](https://www.hubspot.com/products/revenue) - [ \ __Smart CRM__ \ AI-powered, flexible CRM software](https://www.hubspot.com/products/crm/ai-crm) - [ \ __Agent Hub__ \ Your central home for building and managing AI agents across the platform](https://www.hubspot.com/products/artificial-intelligence) - [ \ __Small Business Bundle__ \ The Starter edition of each product, built for startups and small businesses](https://www.hubspot.com/products/crm/starter) - [ \ __AEO (Beta)__ \ Answer engine optimization tools that track and improve your brand's visibility in AI results](https://www.hubspot.com/products/aeo) - [ \ __HubSpot Marketplace__ \ Connect your favorite apps to HubSpot](https://ecosystem.hubspot.com/marketplace/apps) - Solutions Solutions - By Use Case - ## Marketing - [Generate leads](https://www.hubspot.com/use-case/generate-leads) - [Automate marketing](https://www.hubspot.com/use-case/automate-marketing) - ## Sales - [Build pipeline](https://www.hubspot.com/use-case/build-sales-pipeline) - [Close deals](https://www.hubspot.com/use-case/close-more-deals) - ## Customer Service - [Scale support](https://www.hubspot.com/use-case/scale-customer-service-support) - [Drive retention](https://www.hubspot.com/use-case/drive-customer-satisfaction) - ## Content - [Create content](https://www.hubspot.com/use-case/create-content-for-customer-journey) - [Manage content](https://www.hubspot.com/use-case/manage-content) - ## Startups & Small Businesses - [Find and reach customers](https://www.hubspot.com/use-case/find-and-reach-customers) - [Grow sales and get paid](https://www.hubspot.com/use-case/grow-sales-and-get-paid-faster) - [Organize customer data](https://www.hubspot.com/use-case/understand-and-organize-customer-data) - ## Artificial Intelligence - [Resolve customer queries 24/7](https://www.hubspot.com/products/artificial-intelligence/ai-customer-service-agent) - [Automate sales prospecting](https://www.hubspot.com/products/sales/ai-prospecting-agent) - [Research customers faster](https://www.hubspot.com/products/artificial-intelligence/ai-data-agent) - 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) -  ### 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) - 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) -  ### 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) -  ### 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) - [Pricing](https://www.hubspot.com/pricing/marketing) - Resources Resources - ## Featured Links - [Spotlight: Product Updates](https://www.hubspot.com/spotlight) - [What's New in HubSpot](https://www.hubspot.com/new) - [Why Choose HubSpot?](https://www.hubspot.com/why-choose-hubspot) - [Sustainability](https://www.hubspot.com/sustainability) - ## 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/?hubs_content=www.hubspot.com%2Fcase-studies%2Fissa-customer-agent&hubs_content-cta=nav-resources-community) - [HubSpot User Groups](https://www.hubspot.com/hubspot-user-groups) - ## Partners - [Solutions Partner Program](https://www.hubspot.com/partners/solutions) - [Technology Partner Program](https://www.hubspot.com/partners/app) - [Affiliate Partner Program](https://www.hubspot.com/partners/affiliates) - [Education Partner Program](https://academy.hubspot.com/education-partner-program) - [Startup Partner Program](https://www.hubspot.com/startups/partners) - ## Education - [The Loop Marketing Playbook](https://www.hubspot.com/loop-marketing) - [What Is Inbound Marketing?](https://www.hubspot.com/inbound-marketing) - [HubSpot Blogs](https://blog.hubspot.com/) - [Free Courses & Certifications](https://academy.hubspot.com/) - [Ebooks, Guides & More](https://www.hubspot.com/resources) - [HubSpot Knowledge Base](https://knowledge.hubspot.com/) - ## Tools - [Website Templates](https://ecosystem.hubspot.com/marketplace/templates) - [Developer Tools](https://developers.hubspot.com/) - ## Services - [Onboarding](https://www.hubspot.com/services/onboarding) - [Migration](https://www.hubspot.com/services/professional/migrations) - [Premium Support](https://www.hubspot.com/services/premium-support) - [Hire a Solutions Partner](https://ecosystem.hubspot.com/marketplace/solutions) - About About - [About Us](https://www.hubspot.com/our-story) - [Careers](https://www.hubspot.com/careers) - [Contact Us](https://www.hubspot.com/company/contact) - [Investor Relations](https://ir.hubspot.com/) - [Management Team](https://www.hubspot.com/company/management) [Start free or get a demo](https://www.hubspot.com/products/get-started) [Log in](https://app.hubspot.com/login) - English Select a language - [日本語](https://www.hubspot.com) - [Deutsch](https://www.hubspot.com) - [English](https://www.hubspot.com) - [Español](https://www.hubspot.com) - [Português](https://www.hubspot.com) - [Français](https://www.hubspot.com) - High Contrast - [Customer Support](https://help.hubspot.com/) - [Contact Sales](https://offers.hubspot.com/contact-sales) - [Case Studies Overview](https://www.hubspot.com/case-studies) - [Directory](https://www.hubspot.com/case-studies/directory) - ISSA  # How ISSA Gets Answers 4x Faster for Aspiring Health & Fitness Professionals with HubSpot's Customer Agent Education 200-1,000 employees  - 40%+ AI deflection rate - 47% faster response - ~4,000 monthly conversations resolved Use Cases - Scale Support Products - [Service Hub](https://www.hubspot.com/products/service) Featured - Customer Agent ### Story Overview ISSA used HubSpot Service Hub and Customer Agent to transform student support, cutting response times, recovering phone coverage, and expanding service capacity without adding headcount. ### About Company ISSA (International Sports Sciences Association) is the global leader in online fitness and wellness certifications. For more than 37 years, ISSA has delivered comprehensive, cognitive, and practical education grounded in industry research. #### The Background Elevating trust through better support For an aspiring personal trainer halfway through an ISSA certification, support isn't a nice-to-have — it's the difference between finishing the program and walking away from a career change. [ISSA'](https://www.issaonline.com/)s students span time zones from California to Cairo. Many are studying after their day jobs. Many have financially invested in a credential that will determine whether they can work in the fitness industry. When they have a question about coursework, payments, or their final exam, they need an answer fast. The brand promise of we make learning convenient, effective, and set you up for success from day one hinges on it.  But that promise was slipping. Students were waiting too long for an email response during business hours, and up to 40 hours if they submitted their request after phone calls went unanswered. For a student trying to time a final exam around a work shift, or a Spanish-speaking trainer in São Paulo trying to confirm an enrollment on a Sunday night, that gap wasn't an inconvenience — it was a quiet message that nobody was on the other end of the line, at exactly the moment they needed someone to be. Trust in the brand was being eroded. #### The Challenge __A New Leader, an Inherited Operation, and a Volume Problem__ Ashley Thompson, ISSA's Director of Support, inherited the operation. What she walked into was a support team with processes that had not been scaled even though inbound traffic was up to 20,000+ per month. ISSA was running on Freshdesk, used not just for support but as the company's entire communication platform. "Everyone owned it, so no one did," Ashley explained. Reporting was opaque. As the leader accountable for response times, she couldn't cleanly answer questions about her own team's performance. The volume was roughly a hundred times what she'd handled at her previous company, and ISSA wasn't staffed for 24/7 coverage. Headcount alone wasn't going to close the gap. The math didn't work, and the abandonment rate had been stuck at an unacceptable rate for months. The team was burning out. First response time had been flagged as a top executive priority. The CEO and executive leadership were leaning into AI as a strategic direction. Ashley had a window, but no easy lever. #### The Solution __Building an AI Teammate Students Actually Trust__ What students needed was simple: an answer in the moment they asked, in their language, on their schedule. What Ashley needed was a way to deliver that without sacrificing the quality her team had spent years protecting. She moved support out of Freshdesk into HubSpot Service Hub, then turned her attention to the AI piece. __The First Launch That Failed, and the Unlock That Followed__ Ashley's first attempt to deploy Customer Agent was a stumble. Within days of going live, she pulled the plug. The answers weren't good enough. But instead of blaming the AI, she diagnosed the real problem: ISSA's knowledge base — 250 articles built over years for human readers — wasn't structured for an AI to retrieve from cleanly. So she rebuilt it for AI. She fed six months of ticket data, page analytics, and search behavior into an AI model and asked it to redesign the help center for AI consumption. The result was 35 articles, a 7x compression, with no negative impact on the 10,000+ visitors a month who relied on it. "That was the unlock," Ashley said. "The AI was never the problem. The knowledge base was." It's the lesson she now tells anyone deploying Customer Agent: the agent is only as good as the data you feed it. __Meet Tessa__ With the knowledge base rebuilt, Ashley turned HubSpot Customer Agent back on — for chat first, then for email tickets. The team named her Tessa. She runs on the public help center for general questions, and on a private "back-door" knowledge layer Ashley built for tier-1.5 issues: the conditional answers that shouldn't be advertised on a public page but should be given to a student who asks. Tessa is also bilingual. With the knowledge base translated into Spanish, she serves ISSA's South American students in their own language without any separate setup.  Then came the wow moment. Tessa was answering students in under 70 seconds, often before ISSA's own auto-responder fired. Some students wrote in surprised: I just sent this and it's already answered? For half of them, that was the best part of the experience. The other half just couldn't believe an AI agent answered them so well, and so kindly. The data proved it; Tessa's service rating matched the team average. __From Tessa, Forward__ A migration to the Help Desk workspace compounded the gains. Ashley's top human agent went from 100 tickets a day to 175, with fewer clicks, response recommendations, and automatic ticket categorization. Tessa absorbed routine email volume; her teammates handled the complex, emotional, high-stakes cases where human judgment matters most. The first chat run after the relaunch told the same story at scale: monthly chat volume jumped from around 200 conversations to 4,000+, with a single-digit escalation rate. #### __The Transformation__ __From "Drowning" to Expanding What Support Can Do__ The numbers moved fast. Business-hours first response dropped by more than 50%; more than 70% of students started getting a response within 1 hour. After-hours response dropped so dramatically students believed the team was live 24/7. AI handling of total inbounds climbed from 15% in August to 40% by December, across chats, email tickets, and calls. Tessa now addresses around 50% of inbound email tickets fully and handles 100% of chats with human handoff. Her CSAT currently runs slightly above the team average. But the metric Ashley cares about most is the one she didn't expect to fix: phone abandon rate. With Tessa absorbing email volume, Ashley redeployed agents from email to phones. The abandon rate fell to just 15%. Students who used to give up before reaching anyone were finally getting through. The brand promise of we're here to help started landing again, in real time, in two languages, around the clock — all while addressing the underlying concern of team burnout.   __A Team That Stopped Drowning__ The harder transformation was inside the team. When Ashley first introduced AI, her team was scared, convinced this was a layoff dressed up as innovation. ISSA's leadership, like most leadership teams, asked the predictable question: can this reduce headcount? Ashley pushed back hard. She framed Tessa to her team as "a tool to wield, not a sword to fall on," and made the case to executives that the real opportunity wasn't fewer humans. It was more service. Proactive outreach. Better coverage. Capacity for the work the team had never had room to do. Eliminating headcount is not the primary outcome of a tool like Tessa. That reframe held. Reporting that used to take days now takes five minutes. Ashley ships changes (autoresponder edits, routing rules, knowledge updates) herself, without waiting on dev or admin tickets. In student feedback, one of the highest-rated members of the support team turned out to be Tessa; students praised her by name, sometimes not knowing she wasn't human. The most telling change, though, wasn't on a dashboard. Tessa absorbed nearly 4,000 conversations in a single month without missing a kid's baseball game, a school pickup, or a Friday night off. The team got those instead. People who'd felt perpetually behind, working through evenings and weekends just to keep up, got their lives back. The work got better because the humans no longer felt behind every day when they signed off. For Ashley, the deepest shift is one of posture. Her team has gone from perpetually overwhelmed to actually present for the students who need them most. The fear has been replaced by something she didn't think was possible six months ago: confidence in what comes next, and pride in what they've already built. Table of Contents Table of Contents - [The Background](https://www.hubspot.com#the-background) - [The Challenge](https://www.hubspot.com#the-challenge) - [The Solution](https://www.hubspot.com#the-solution) - [The Transformation](https://www.hubspot.com#the-transformation)  > We were drowning. Tessa absorbed the backlog, my team got their footing back, and our students stopped waiting. With HubSpot's Customer Agent, we cut first response from 7.5 hours to 4, and our team finally has the room to expand what support can be. Ashley Thompson Director of Support [ISSA](https://www.issaonline.com/) [](https://www.issaonline.com/)  ### 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) ##### Related Case Studies -  ### How Riverside Insights Empowers Educators to Act in Time for Students — While Slashing Tech Costs by $600K with HubSpot - Education - 200-1,000 employees - United States * * * [Read more](https://www.hubspot.com/case-studies/riverside-insights-unified-crm) -  ### Kaplan Streamlines Communications for Superior Customer Service, Reducing Response Times by 30% with HubSpot's AI - Education - 200-1,000 employees - United States * * * [Read more](https://www.hubspot.com/case-studies/kaplan) -  ### How Morehouse College Modernized Admissions Content and Protected Its Voice with Breeze Assistant - Education - 200-1,000 employees - United States * * * [Read more](https://www.hubspot.com/case-studies/morehouse-college) -  ### How Ignite Reading is Accelerating Literacy in Underserved Communities with Data Hub - Education - 200-1,000 employees - United States * * * [Read more](https://www.hubspot.com/case-studies/ignite-reading) - 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United States * * * [Read more](https://www.hubspot.com/case-studies/octagos-breeze-assistant) -  ### First Alliance Credit Union Cuts Campaign Launch Time by 75% — Getting Financial Guidance to Members Faster Than Ever with Content Remix - United States - Service Hub * * * [Read more](https://www.hubspot.com/case-studies/first-alliance-credit-union) -  ### How Middleby Corporation Gave Restaurants Faster Answers and Got 15 Hours Back Every Week with Customer Agent on HubSpot - United States - Service Hub * * * [Read more](https://www.hubspot.com/case-studies/middleby-corporation) -  ### When Michigan Residents Ask AI Which Bank to Trust, Mercantile Bank Is Now the Answer with HubSpot's AEO - 200-1,000 employees - United States * * * [Read more](https://www.hubspot.com/case-studies/mercantile-bank-aeo) -  ### How Riverside Insights Empowers Educators to Act in Time for Students — While Slashing Tech Costs by $600K with HubSpot - Education - 200-1,000 employees - United States * * * [Read more](https://www.hubspot.com/case-studies/riverside-insights-unified-crm) -  ### Kaplan Streamlines Communications for Superior Customer Service, Reducing Response Times by 30% with HubSpot's AI - Education - 200-1,000 employees - United States * * * [Read more](https://www.hubspot.com/case-studies/kaplan) -  ### How Morehouse College Modernized Admissions Content and Protected Its Voice with Breeze Assistant - Education - 200-1,000 employees - United States * * * [Read more](https://www.hubspot.com/case-studies/morehouse-college) -  ### How Ignite Reading is Accelerating Literacy in Underserved Communities with Data Hub - Education - 200-1,000 employees - United States * * * [Read more](https://www.hubspot.com/case-studies/ignite-reading) -  ### How eXp Realty Keeps Homebuyers and Sellers Moving Toward Closing by Resolving 68% of Inquiries Around the Clock with HubSpot Customer Agent - United States - Service Hub * * * [Read more](https://www.hubspot.com/case-studies/exp-realty-breeze-customer-agent) -  ### How Cyber Advisors Made Sure No Business in Crisis Got Ignored with HubSpot’s Prospecting Agent - 200-1,000 employees - United States * * * [Read more](https://www.hubspot.com/case-studies/how-cyber-advisors-made-sure-no-business-in-crisis-got-ignored-with-hubspots-prospecting-agent) -  ### How Octagos Built a Precision Marketing Engine That Keeps Pace With It's Life-Saving Platform - 200-1,000 employees - United States * * * [Read more](https://www.hubspot.com/case-studies/octagos-breeze-assistant) -  ### First Alliance Credit Union Cuts Campaign Launch Time by 75% — Getting Financial Guidance to Members Faster Than Ever with Content Remix - United States - Service Hub * * * [Read more](https://www.hubspot.com/case-studies/first-alliance-credit-union) -  ### How Middleby Corporation Gave Restaurants Faster Answers and Got 15 Hours Back Every Week with Customer Agent on HubSpot - United States - Service Hub * * * [Read more](https://www.hubspot.com/case-studies/middleby-corporation) -  ### When Michigan Residents Ask AI Which Bank to Trust, Mercantile Bank Is Now the Answer with HubSpot's AEO - 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