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[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/) - [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](#) - [Deutsch](#) - [English](#) - [Español](#) - [Português](#) - [Français](#) - 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) - Tradeprint  # How Tradeprint Resolves 60% of Customer Queries Instantly and Wins Buyer Trust with HubSpot's Customer Agent Ecommerce 25-200 employees  - ~60% chat deflection (up from ~20%) - 100% get a personal onboarding call - ~2% lower customer churn Use Cases - Scale Support - Drive Retention Products - [Service Hub](https://www.hubspot.com/products/service) - [HubSpot's AI](https://www.hubspot.com/products/artificial-intelligence) Featured - Breeze Customer Agent ### Story Overview Tradeprint deployed HubSpot's Customer Agent inside Service Hub to lift chat deflection from ~20% to ~60%, freeing its small team to call every first-time customer and turn support into a growth engine. ### About Company Tradeprint is a UK-based trade printer and part of the Cimpress Group, serving ~15,000 active resellers, agencies, and small businesses across the UK through a digital e-commerce platform. #### The Background Balancing Tradition and Modernity Tradeprint's customers don't just buy print. They build their own businesses on it. A reseller in Manchester, a design agency in Glasgow, a small business owner ordering 500 flyers for Saturday's market. Each of them has a customer of their own waiting on the other end of that order. When the print lands on time and looks right, it's a quiet win for everyone in the chain. When it doesn't, it's somebody else's missed deadline, somebody else's disappointed client.    That's the unglamorous truth of the trade-print industry. Tradeprint, founded in Dundee in 1997 and acquired by the Cimpress Group in 2015, has spent nearly three decades getting that chain right: same-day production, next-day delivery, an e-commerce platform built for resellers who operate in hours rather than weeks. The company sits inside a portfolio that includes Vistaprint, Pixartprinting, Exaprint, and Druckwerkdeal, and it's recognized as one of the leading-edge operators in UK print, both commercially and on sustainability. Its director, Anthony Rowell, chairs an environmental forum for the British Printing Industries Federation and sits on the standards committee for the Independent Printing Industries Association. But print is a traditional industry. And the modern e-commerce experience customers have come to expect — instant answers, real-time order tracking, and no friction between a question and a reply — was running ahead of what most printers could deliver.   #### The Challenge __Every Unanswered Chat Was Someone's Missed Deadline__ For a reseller, "where is my order?" isn't a casual question. It's a billing call from their own client in twenty minutes. Tradeprint's ~15,000 active customers and ~30,000 in the database lived inside a transactional rhythm where artwork queries, payment glitches, product-line questions, and order-status checks couldn't wait until the next working day. They needed answers in minutes, not hours. The problem was that Tradeprint couldn't keep up. The legacy chatbot, "Bella," was a decision-tree tool deflecting only about 20% of inbound chats. The rest landed on a small support team already inundated with phone calls about the same low-level admin questions. Anthony Rowell, Tradeprint's Sales and Customer Success Director, watched the queue and saw the obvious cost: every minute spent triaging "where's my order?" was a minute the team wasn't spending on the customers who needed real, human attention. __A Small Team, By Design__ What made the pressure point sharper was how Anthony thought about his team. He doesn't lead a contact-centre operation. He leads a small, tight unit he chose to keep that way. So when he started evaluating AI vendors in 2023, he kept hitting the same pitch (replace headcount with AI) and rejecting it. "I actually found that quite offensive," he says. "I've got a small tight team where we want to use technology to scale without adding additional headcount. I want to add skills that sit alongside the agent." He was not looking for a tool to replace people. He was looking for a tool to give a few people the reach of many. The vendors that didn't understand that distinction kept disqualifying themselves. When HubSpot's messaging at its INBOUND-era growth conference shifted to agents alongside human agents, Anthony took notice. Cimpress Group's tech-stack alignment nudged him toward HubSpot's AI too. He had already negotiated favourable terms with another AI partner and was, in his own words, "really hesitant" about pivoting. But he made the call. #### The Solution __Instant Answers, Without Adding Additional Headcount__ The customers calling Tradeprint mostly wanted simple things, fast: order status, payment confirmation, product specifications, artwork guidance. Anthony and his team set out to build a system that could answer those things in seconds, around the clock, while still routing the hard problems to a human who had time to handle them properly. That system became Customer Agent inside Service Hub, but not in the way most "rip and replace" AI deployments imagine. __The Triage Layer That Made Everything Else Work__ The first instinct was to switch off the legacy bot and let Customer Agent run solo. It didn't work. "We weren't, things weren't being routed in the right way," Anthony recalls. So the team rebuilt Bella as a V2: a triage layer that sits in front of Customer Agent, plotting the route a chat should take before handing off. Bella V2 catches and routes; Customer Agent resolves. That single design choice (keep the existing flow, layer Customer Agent into it) moved deflection from ~20% to ~40% almost immediately. It was a counter-narrative to the rip-and-replace pitch, and it worked.  __The Six-Month Investment Most Stories Skip__ The next jump didn't come from the agent. It came from the unglamorous work of feeding the agent. For about six months, Anthony's team rebuilt Tradeprint's knowledge base, enriched product information, restructured customer-facing content, and most importantly flowed live order data into HubSpot. That was the unlock. The single biggest unanswered question category had always been "where's my job?" Once Customer Agent could see an order, it could answer the question. Deflection climbed from ~40% to ~60%. The day Anthony checked the dashboard before the interview for this story, it was 59%. His target is 80%, and he's iterating toward it. __The Quiet Wow Moment__ The most telling sign of the shift wasn't a dashboard at all. It was the behaviour of his human agents. "The agents like cherry-picking good inbound chats," Anthony says, half-laughing. They'll see a chat from a customer they recognise, or one with a clear opportunity, and jump in to take it themselves, even though Customer Agent could have handled it. For Anthony, that's not a problem to solve. That's the cultural marker he was hoping to see. His team isn't on the back foot anymore. They have the bandwidth to choose their conversations. His CSM treated Bella V2 "like her baby" for three months, holding its hand through the learning curve, because she didn't want a single customer to have a bad experience on the way through. #### __The Transformation__ __What Changes for Customers When the Team Has Time to Call Them__ The most visible result of all this isn't the deflection number. It's the phone call. Tradeprint now calls every first-time customer who places an order. Not a templated email. Not an automated sequence. A real conversation, from a real person on the customer success team, asking how the order went and what could be better. That motion didn't exist before. It couldn't exist before, because there was no capacity for it. Customer Agent's deflection is what created the room. For a first-time reseller running a small agency in the UK, that call lands differently than another marketing email. It signals that the supplier behind their brand actually cares whether their first job went smoothly — which means their own clients are about to get something good. __From Reactive to Proactive: A Compounding Effect__ The compounding effect runs further. Customer Agent transcripts are now an input to Tradeprint's product development backlog: payment-provider glitches, product-line issues, and friction in the pre-press flow surface in chat data, get logged, and feed directly into engineering and finance. The pre-press strategy — historically the biggest source of friction in printing because customers struggle to supply artwork correctly — has been reshaped on the back of what Customer Agent sees every day. New online tools and better self-serve flows are being built from real customer signal, not assumption. A parallel initiative on churn — embedding RFM scoring and a Customer Score metric into HubSpot to let the sales team make proactive calls to at-risk customers before they leave — has driven roughly a 2% churn reduction. Inbound call volume is down because more customers are getting resolved on the first contact. And the prospecting motion Anthony has built alongside this work is returning revenue the company simply wasn't capturing before. __The Mindset Shift__ The fear is gone too. When Anthony's team started, the worry was the one every support team has when AI shows up at the door: is this for us, or is this instead of us? Anthony was explicit from day one that it was for them. The proof is in the way the team works now. They don't avoid the tool. They lean on it. And when a chat goes sideways, the CSM can tell Anthony exactly why — usually a stale page on the website or a piece of legacy content the agent picked up — because she knows the system that closely. Anthony has built a 33-slide HubSpot's AI roadmap for his executive stakeholders, and Cimpress Group leadership is actively watching Tradeprint's results with a view to scaling Customer Agent across the wider group, including newly-acquired Mixam. AI at Tradeprint isn't a side experiment anymore. It's strategy. For Anthony, the shift is less about the technology than about what the technology gave his team back: the ability to be on the front foot. 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)  > What's changed at Tradeprint isn't headcount — it's reach. HubSpot's Customer Agent resolves about 60% of our chats end-to-end, which means my team can pick up the phone and call every first-time customer. We've gone from being on the back foot to being able to engage. Anthony Rowell Sales & Customer Success Director [Tradeprint](https://www.tradeprint.co.uk/) [](https://www.tradeprint.co.uk/)  ### 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 -  ### Europe Express’ Travel Advisor Experience and Bookings Take Off with HubSpot - 25-200 employees - United Kingdom - Service Hub * * * [Read more](https://www.hubspot.com/case-studies/europe-express) -  ### Connectd boosts ROAS by 98% and saves time - thanks to LinkedIn ads integration - 25-200 employees - United Kingdom - Service Hub * * * [Read more](https://www.hubspot.com/case-studies/connectd) -  ### How a Two-Person Wealth Firm Saves $70K+ a Year and Makes Every Client Feel Seen with HubSpot Agent Builder - 25-200 employees - Service Hub * * * [Read more](https://www.hubspot.com/case-studies/concierge-wealth-management-agent-builder) -  ### First Alliance Credit Union Cuts Campaign Launch Time by 75% — Getting Financial Guidance to Members Faster Than Ever with Content Remix - 25-200 employees - Service Hub * * * [Read more](https://www.hubspot.com/case-studies/first-alliance-credit-union) - 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 ### First Alliance Credit Union Cuts Campaign Launch Time by 75% — Getting Financial Guidance to Members Faster Than Ever with Content Remix - 25-200 employees - Service Hub * * * [Read more](https://www.hubspot.com/case-studies/first-alliance-credit-union) -  ### How Eventus Turned Its CRM Into a Pipeline Engine for Financial Firms with HubSpot’s Data Agent and Prospecting Agent - 25-200 employees * * * [Read more](https://www.hubspot.com/case-studies/eventus) -  ### How Turno Turned Mountains of Customer Data into Guest Experiences That Deliver, with HubSpot’s Connector for Claude - 25-200 employees * * * [Read more](https://www.hubspot.com/case-studies/how-turno-turned-mountains-of-customer-data-into-guest-experiences-that-actually-deliver-with-hubspots-connector-for-claude) -  ### How EnergySage Became a Faster, More Trusted Partner to Every Homeowner Going Solar with HubSpot Agent CLI - 25-200 employees * * * [Read more](https://www.hubspot.com/case-studies/how-energysage-became-a-faster-more-trusted-partner-to-every-homeowner-going-solar-with-hubspot-agent-cli-cutting-weeks-of-work-to-a-single-day) -  ### How Vesper cut deal negotiation time from 21 days to 7 with HubSpot Revenue Hub - 25-200 employees * * * [Read more](https://www.hubspot.com/case-studies/vesper) -  ### How Acumen Eliminated Missed Renewals and Earned Its Biopharma Clients' Trust With Revenue Hub - 25-200 employees * * * [Read more](https://www.hubspot.com/case-studies/acumen) -  ### How Middleby Corporation Gave Restaurants Faster Answers and Got 15 Hours Back Every Week with Customer Agent on HubSpot - Service Hub * * * [Read more](https://www.hubspot.com/case-studies/middleby-corporation) -  ### Europe Express’ Travel Advisor Experience and Bookings Take Off with HubSpot - 25-200 employees - United Kingdom - Service Hub * * * [Read more](https://www.hubspot.com/case-studies/europe-express) -  ### Connectd boosts ROAS by 98% and saves time - thanks to LinkedIn ads integration - 25-200 employees - United Kingdom - Service Hub * * * [Read more](https://www.hubspot.com/case-studies/connectd) -  ### How a Two-Person Wealth Firm Saves $70K+ a Year and Makes Every Client Feel Seen with HubSpot Agent Builder - 25-200 employees - Service Hub * * * [Read more](https://www.hubspot.com/case-studies/concierge-wealth-management-agent-builder) -  ### First Alliance Credit Union Cuts Campaign Launch Time by 75% — Getting Financial Guidance to Members Faster Than Ever with Content Remix - 25-200 employees - Service Hub * * * [Read more](https://www.hubspot.com/case-studies/first-alliance-credit-union) -  ### How Eventus Turned Its CRM Into a Pipeline Engine for Financial Firms with HubSpot’s Data Agent and Prospecting Agent - 25-200 employees * * * [Read more](https://www.hubspot.com/case-studies/eventus) -  ### How Turno Turned Mountains of Customer Data into Guest Experiences That Deliver, with HubSpot’s Connector for Claude - 25-200 employees * * * [Read more](https://www.hubspot.com/case-studies/how-turno-turned-mountains-of-customer-data-into-guest-experiences-that-actually-deliver-with-hubspots-connector-for-claude) -  ### How EnergySage Became a Faster, More Trusted Partner to Every Homeowner Going Solar with HubSpot Agent CLI - 25-200 employees * * * [Read more](https://www.hubspot.com/case-studies/how-energysage-became-a-faster-more-trusted-partner-to-every-homeowner-going-solar-with-hubspot-agent-cli-cutting-weeks-of-work-to-a-single-day) -  ### How Vesper cut deal negotiation time from 21 days to 7 with HubSpot Revenue Hub - 25-200 employees * * * [Read more](https://www.hubspot.com/case-studies/vesper) -  ### How Acumen Eliminated Missed Renewals and Earned Its Biopharma Clients' Trust With Revenue Hub - 25-200 employees * * * [Read more](https://www.hubspot.com/case-studies/acumen) -  ### How Middleby Corporation Gave Restaurants Faster Answers and Got 15 Hours Back Every Week with Customer Agent on HubSpot - Service Hub * * * [Read more](https://www.hubspot.com/case-studies/middleby-corporation) [See all case studies](https://www.hubspot.com/case-studies/directory) [Back to top](#) Back Close ## Popular Features - [All Products and Features](https://www.hubspot.com/products) All Products and Features - 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