Step-by-step guide: Migration process from Zendesk to HubSpot

Migrating from Zendesk to HubSpot can be a detailed and strategic process. This guide outlines each phase to help you transition efficiently, enabling your organisation to fully leverage HubSpot’s advanced features and unified platform.

Step 1: Planning and assessment

Evaluate current Zendesk setup: Review all your tickets, user profiles, automations, macros, custom fields, help centre content, reports, and any integrations with other platforms. Identify which elements need to be migrated to HubSpot.

Set clear goals: Define what you want to achieve through the migration (e.g., more unified customer view, detailed tracking, streamlined support workflows).

Create a timeline: Estimate the time required for each stage, allowing for contingency to manage any challenges during the migration.

Step 2: Export data from Zendesk

Tickets and user data: Export ticket records and user information from Zendesk in a compatible format, ensuring all relevant properties and historical data are included.

Custom fields and macros: Export any custom fields and macros that facilitate segmentation or automated responses.

Help centre articles: Export knowledge base articles, FAQs, and any other service documentation you wish to migrate.

Automations and triggers: Document your active automations and triggers, as these will need to be rebuilt in HubSpot to match or enhance existing workflows.

Step 3: Set up HubSpot account

Create or review HubSpot account: Ensure your HubSpot account is configured and ready for service management. This may require upgrading to a Service Hub Professional or Enterprise plan.

Custom properties: Establish custom properties in HubSpot to mirror the fields from Zendesk for data consistency.

Integrations: Set up integrations with essential platforms, such as CRM, chat, or telephony, to streamline support operations.

Step 4: Data migration

Import data into HubSpot: Import user profiles, tickets, and relevant historical information into HubSpot, checking that all data is mapped correctly to the appropriate fields.

Test the import: Conduct a trial import with a subset of records to verify field mapping and integrity before the full migration.

Review data quality: After migration, audit records to confirm that data is complete and accurate, with particular attention to relationships and formatting.

Step 5: Rebuild assets in HubSpot

Set up service pipelines: Configure ticket pipelines in HubSpot to align with your support processes, using stages that match your Zendesk setup.

Recreate automations and workflows: Build automated workflows and triggers in HubSpot Service Hub to replicate or improve your Zendesk automations and SLAs.

Rebuild support forms and chat: Create new forms and chat flows in HubSpot, ensuring they capture the necessary data and deliver a seamless customer experience.

Migrate knowledge base: Import and format your Zendesk articles into HubSpot’s Knowledge Base, optimising structure and accessibility.

Step 6: Recreate reporting & analytics

Reports and dashboards: Rebuild your key Zendesk reports in HubSpot, leveraging its analytics tools to create dashboards for service metrics, ticket trends, and team performance.

Track KPIs: Configure goal tracking in HubSpot to monitor the metrics most important to your business, ensuring continuity with Zendesk reporting.

Step 7: Set up segmentation & automation

Customer segmentation: Set up lists and segments using HubSpot’s contact properties and ticket data for targeted follow-up and personalisation.

Automation rules: Create automation rules and workflows for notifications, escalations, and customer journeys, reflecting your Zendesk logic where needed.

Step 8: Integrate HubSpot with other tools

Systems integration: Connect HubSpot Service Hub with your CRM, telephony, chat, and any other key platforms for a unified data flow.

Other integrations: Re-establish or introduce integrations for e-commerce, scheduling, webinar, or survey tools as required.

Step 9: Test everything

Workflow validation: Test all automated processes, contact forms, pipelines, and integrations to ensure functionality meets requirements.

Data flow review: Confirm that customer and ticket data moves correctly between HubSpot and other connected tools.

User acceptance testing: Engage your support team in UAT to validate that HubSpot supports their day-to-day tasks.

Step 10: Train your team

HubSpot training: Provide training on HubSpot Service Hub features, workflows, reporting, and customer management.

Process orientation: Clarify any new steps or changes resulting from the migration, ensuring the team is confident using HubSpot as their support platform.

Step 11: Go live

Final migration: Complete any last data migrations or updates, guaranteeing all records are current.

Transition activity: Move all support operations from Zendesk to HubSpot. Pause processes in Zendesk and route all new activity into HubSpot.

Monitor live operations: Closely monitor performance, workflows, and user feedback in the initial rollout phase for any issues or optimisation opportunities.

Step 12: Ongoing optimisation

Monitor service performance: Track service metrics and ticket trends in HubSpot, making adjustments as needed.

Continuous improvement: Refine workflows, reporting, and automation based on user input and data insights.

Request support: Contact Pixel Lab’s support team for guidance or troubleshooting at any stage if challenges arise.