BetaUse topics to analyze customer interactions

Topics use AI to automatically classify recurring themes across tickets and conversations. You can view topic and subtopic data in reports and create custom topics to track issues specific to your business.

Using topics, you can analyze and monitor trends and team performance in the help desk and customer agent workspaces. You can also coach the customer agent based on specific topic areas.

If you're a Super Admin, you can opt into the Topics beta. 

Please note: topics are currently unavailable for sensitive data accounts, due to additional legal, compliance, and AI-processing requirements.

Use case: Identify support trends

 A support manager uses Topics to categorize tickets and conversations, and notices a rise in Account, Access & Permissions tickets. They then update the team's setup instructions to help customers resolve common access issues themselves.

Turn on topic tracking 

After you turn on topic tracking, HubSpot begins collecting topic data from eligible tickets and conversations. It may take some time for topics to appear in reports.

1. In your HubSpot account, click the settings icon in the top navigation bar.

2. In the left sidebar menu, under Data Management, click Topics.

3. Toggle the Topic tracking switch on. 

View and manage tracked topics 

Access tracked topics

1. In your HubSpot account, click the settings icon in the top navigation bar.

2. In the left sidebar menu, under Data Management, click Topics.

3. In the upper right, click Manage tracked topics.
   
   

   
    

View and manage tracked topics 

Analyze topic performance 

Once topics are being tracked, you can analyze their performance across both the help desk and customer agent workspaces to identify trends and monitor team performance. In the customer agent workspace, you can also act on coaching opportunities at the topic level to refine how your agent handles specific types of conversations.

Analyze topics in help desk

1. In your HubSpot account, click More, then navigate to Service > Help Desk. If More doesn't appear in your account, navigate to Service > Help Desk directly. 

2. In the left sidebar menu, navigate to Analyze > Topics.

3. To filter the dashboard, click the filters at the of the page. 
4. Click the Metric dropdown menu and select a metric to filter the report by. The report data is grouped by Primary topic.
   
   
   
    
5. In the table, view the Topic, Number of tickets, CX Score, Overall Communication Score (QA), and Time to Close SLA Adherence. 
6.  Click a Topic to view reports on tickets that fall under that topic group.
    
   

Analyze customer agent topics 

1. In your HubSpot account, click More, then navigate to Service > Customer Agent. If More doesn't appear in your account, navigate to Service > Customer Agent directly.
2. In the left sidebar menu, navigate to Analyze > Topics. 
3. Click the dropdown menu at the top of to filter by date range. 
4. At the top right of the table, click the Form, Email, or Live chat icon to filter by channel.
   
   
   
5. In the table below the bar chart, click the topic to see detailed analytics for conversations under that topic. 
6. To view coaching recommendations based on the topic, click the Coaching opportunities tab. 
7. Click the Coaching opportunity.
    
   
   
8. In the right panel, review the reason the coaching opportunity was identified. 
9. To coach the agent, click All coaching actions. 
10. Navigate between the Knowledge, Actions, Handoff, and Experience tabs to take actions that improve the agent's responses such as adding an action or editing handoff guidelines.
    

Learn more about customer agent coaching opportunities.