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      Dormant Customers Playbook

      Work instructions for using HubSpot Playbooks for collecting data on dormant customers

      • Use BI Dashboard, Dormant Customers [link], to identify which customers should be contacted.

        • Start by filtering by your Business Unit shown in Figure 1. below.

      A dormant customer is defined as someone who has not placed an order in over 2 years

      Something to be aware of: these reports can surface information on current (non-dormant) customers.  However, data will not populate in the 'Dormant Customers By Last Order Date' report. If you choose to filter by Customer Name, you will see current customers listed as filter options.

      Figure 1: Filter by Business Unit in BI

      • Once you have identified a dormant customer to contact, navigate to HubSpot in your web browser [link].

        • Search by the contact's email provided in the Customer Contact Detail report to pull up that specific contact. Related contacts in the same company may also exist that may help answer why the customer no longer orders a particular part ID   


      Figure 2: Copy contact detail in BI report

      • Bring up the Dormant Customers Playbook in HubSpot

        • The HubSpot Playbooks can be found on the right-hand side of a record. Please note that the order of these sections may vary depending on the record type, so you may need to scroll to locate the section.
        • Below is a quick video to demonstrate the process:
      Figure 3: Logging a call with HubSpot Playbooks

      • Call the customer and fill in applicable notes in the Dormant Customers Playbook

        • Questions with drop-down lists update contact properties that will be used to report the cumulative data that will be collected through this program.
        • Additional notes may be inserted below the dropdown. The content of your data entry will be stored in the activity log for the contact/company.
        • Below is a preview of the two questions with their options as of  Nov. 5th, 2023

      Figure 4: Question 1


      Figure 5: Question 2

      • Complete the call and save the playbook by selecting "Log Engagement" 

        • You will be prompted to select the activity type (call or meeting) and if you would like to associate it with an existing deal if applicable.  


      Untitled design (3)
      Figure 6: Playbook: Log Engagement


      Figure 7: Example of a completed activity logged on a contact record 

      You may review your logged activity on the contact/company record and associate it with other records in HubSpot by selecting the associations dropdown (located in the bottom right corner of the logged activity).

      Figure 7.1: Record associations menu