Zendesk vs HubSpot: AI Bots & Self-Service Support

Rebekah Carter

Do you need HubSpot or Zendesk? 

Zendesk Hubspot Reviews
Zendesk vs HubSpot: AI Bots & Self-Service Support

A handful of names in the customer experience landscape always seem to appear at the very top of any list for the best software providers. Zendesk and HubSpot are two such options. Both of these companies have captured the attention of countless companies around the globe for their exceptional range of scalable software solutions.  

Zendesk and HubSpot CRM are both adaptable, intelligent tools for building a better knowledge of your customer. You can use these solutions to track the customer experience through every stage of a modern digital journey. Plus, built-in analytics and artificial intelligence mean you’ll have no problem understanding what makes your clients tick.  

Today, we’re going to be looking a little closer at the features you can get from Zendesk and HubSpot, so you can make an informed choice on what to use. 

Zendesk CRM Features 

Zendesk has a comprehensive range of tools to offer for today’s digitally transforming companies. However, for the sake of this comparison, we’ll be looking specifically at Zendesk Support. The Support module within the Zendesk portfolio is the part of the software you can use to track your customer experiences and build relationships with clients.  

Zendesk is already well-known for its robust ticketing system, where customers can keep track of complex issues and make sure they get solved as quickly as possible. Over the years, Zendesk has also added new functionality to its tools, like AI assistants and custom bots. Some of the features available from Zendesk Service today include: 

  • Instant chat for connecting with customers 
  • Automation suggestions and custom workflows 
  • Intelligent routing for support tickets 
  • Reminders, alerts, and notifications 
  • Self-service support with knowledgebase 
  • AI bots and custom virtual assistants 
  • Comprehensive omni-channel conversation hub 
  • Unique dashboards for agents and supervisors 
  • Over 1,000 integrations with some of the most popular tools 
  • Unified customer view for better profiles 
  • AI-enhanced insights and reporting 
  • Professional services and support from the Zendesk team 
  • Omni-channel ticket tracking 

The Zendesk CRM environment also ensures companies can access the right peace of mind when connecting with customers in today’s digital world. The technology is secure to the highest industry standards and follows GDPR compliance guidelines too.  

HubSpot Service Hub Features 

Similar to Zendesk, HubSpot offers a comprehensive service hub for companies in search of a better way to support their target audience. The HubSpot service hub is just one of many “hub” options from the brand, which offer tools for sales, marketing, and business growth.  

HubSpot Service hub offers different levels of functionality based on the kind of package you choose, but features include everything from integrations with email marketing tools like Outlook, to agent productivity systems and live chat functionality. Features include: 

  • Reporting dashboards with custom metrics 
  • Custom object connections for in-depth reports 
  • Customer feedback surveys and NPS 
  • Agent organisation with status and presence 
  • Agent shift tracking and management 
  • Team email and centralised inbox 
  • Combined view of the customer across all channels 
  • Live chat with customisation options 
  • AI enhancements for analytics and service 
  • Knowledgebase creation for self-service 
  • Helpdesk with ticket automation and routing 
  • Workflow configuration and automation 
  • Templated responses for service requests 

HubSpot’s solution also offers a range of alerts, escalation features, account management tools, and customisable branding if you want to build your own self-service portal. You can connect the service hub with other tools from the HubSpot portfolio too, like the Marketing or Sales Hub.  

Zendesk vs HubSpot: Which is Better 

Like many modern CRM tools, HubSpot and Zendesk have a lot in common. Both tools come with alerts, notifications, and intelligent ticket routing features, so you can track the progress of a customer request in real-time. Each tool also allows for integration with a range of other services, including not just HubSpot and Zendesk tools, but third-party offerings too.  

With HubSpot, you can build an immersive environment for tracking customer service, with secure account management, appointment management, and automated routing across a range of channels. There are tools for connecting with customers through geotargeting, a live chat function, and a comprehensive knowledgebase management option for self-service. Plus, with HubSpot, you get to brand the customer service experience to suit your company.  

HubSpot excels in reporting and analytics, workflow configuration, and ticket management, but it doesn’t come with social media integrations, remote access and control, network management, and a host of other advanced tools. Alternatively, Zendesk has a much wider selection of features to offer. 

Aside from real-time chat, multi-channel communication and ticket management, you also get workflow configuration, templated responses, email management, call centre management, and social media integrations included. There’s also an SLA available from Zendesk to ensure your services never go down when you need them most.  

Zendesk also has the added benefit of being able to integrate with a much wider range of third-party tools. Although you can connect to other services from HubSpot, Zendesk’s integration marketplace has literally thousands of options to choose from.  

Zendesk or HubSpot? You Decide 

Both HubSpot and Zendesk are excellent solutions for customer experience management. Each tool is relatively easy to use, with a convenient interface that you should have no trouble getting used to with a little practice. The Zendesk and HubSpot teams also offer fantastic customer support and guidance, to ensure you can take full advantage of the features available. 

However, HubSpot’s service hub seems to be intended more for smaller companies who want to build their own modular approach to things like service and sales tracking. You can build the perfect “hub” within HubSpot to support your needs and access a range of features with minimal demand for back-end knowledge. 

Alternatively, Zendesk stands out as one of the most comprehensive tools for ticket management and customer service, with endless integration and workflow configurations to choose from. The addition of the SLA is a nice touch to ensure you get the excellent uptime you need, plus there are literally thousands of ways to expand your Zendesk environment with additional tools.  



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