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Process Runbook / SOP
Proactive Customer Communication
[YourCompany.com] · Customer Support Department · Prepared by FullSpec · [Today's Date]
This runbook is the day-to-day operating reference for your support team. It describes exactly what the automation does at each step, what your team is responsible for, how to handle problems when they arise, and how to keep the system running well over time. FullSpec builds and maintains the automation end to end. Your team's only active role during normal operation is a supervisor approval click for flagged sensitive messages. Everything else runs without manual intervention.
01Process overview
Proactive Customer Communication automatically detects when a customer record in HubSpot reaches a notification-eligible status, composes a personalised message using approved templates, routes sensitive drafts to a supervisor for a one-click approval in Slack, and delivers the message through the customer's preferred channel (email via Gmail, in-app via Intercom, or SMS via Twilio). Every send is logged as a timestamped activity note in HubSpot and summarised in an hourly Slack digest for the support team. The process replaces a manual loop that previously took up to 100 minutes of combined agent and supervisor time each day and produced inconsistent, poorly logged results.
Process name
Proactive Customer Communication
Trigger
A HubSpot contact, deal, or order record changes to a status included in the notification ruleset
Final output
A sent customer message, a timestamped HubSpot activity log entry, and a Slack digest entry for the support team
Agents running
Status Monitor Agent, Message Drafting Agent, Delivery and Logging Agent
Tools involved
HubSpot, Google Sheets, Gmail, Intercom, Twilio, Slack
Weekly volume
Approximately 50 communication touchpoints per week (~200/month)
Human checkpoint
Supervisor approval via Slack for sensitive or flagged messages only (approximately 2 minutes per review)
Process owner
[Your name] — fill in before go-live
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02Step-by-step: what happens and who acts
What you actually need to do: The only human step in this process is the supervisor approval. When the Message Drafting Agent flags a message as sensitive, a draft is posted to your designated Slack channel with two buttons: Approve and Edit. A supervisor clicks Approve (or edits the text and then approves) and the message is sent automatically. Every other step listed below runs without any action from your team.
Step
What happens
Who acts
Type
1
The Status Monitor Agent continuously watches HubSpot for any contact, deal, or order record that moves to a notification-eligible status. The moment a qualifying change is recorded, the agent fires without any manual scan.
Status Monitor Agent
Automated
2
The Status Monitor Agent retrieves the customer's name, status change details, and preferred communication channel from their HubSpot profile. If no channel preference is recorded, it defaults to email. A structured data package is assembled and passed to the next agent.
Status Monitor Agent
Automated
3
The Message Drafting Agent selects the correct message template for the status type, personalises it using the customer's name and relevant deal or order details, and applies a sensitivity check based on the configured rules (for example, delay notices or complaint-linked records).
Message Drafting Agent
Automated
4
If the sensitivity flag is raised, the draft is posted to the designated Slack channel for supervisor review. The supervisor reads the draft and clicks Approve or edits the text before approving. Standard messages skip this step and proceed directly to delivery.
Support Supervisor
Human
5
The Delivery and Logging Agent sends the approved message through the correct channel: Gmail for email, Intercom for in-app or chat, or Twilio for SMS. The sending timestamp and channel are captured automatically at the point of dispatch.
Delivery and Logging Agent
Automated
6
A timestamped activity note is written back to the customer's HubSpot record immediately after sending. The note records the message content, the channel used, and the exact send time. This happens whether the message was auto-approved or supervisor-approved.
Delivery and Logging Agent
Automated
7
An hourly summary digest is posted to the support team's Slack channel listing all outbound communications sent in the past hour. The team can see at a glance what customers have been told without opening HubSpot.
Delivery and Logging Agent
Automated
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03Handling exceptions
Situation
What the system does
What you do
Customer record is missing a channel preference in HubSpot
The Status Monitor Agent detects the missing preference field and defaults the routing to email via Gmail. The draft is flagged in the Slack approval thread with a note that the channel defaulted so the supervisor is aware.
Review the customer's record in HubSpot and add the correct channel preference. If email was the wrong choice, the supervisor can edit the draft before approving to add a note, and the preference field should be updated to prevent the same default next time.
A duplicate trigger fires for the same customer and status (for example, a HubSpot record updated twice in quick succession)
The automation platform applies a deduplication check using the record ID and the status value. If an identical trigger has fired within the past 30 minutes for the same record, the second trigger is suppressed and a note is added to the error log.
No action needed in normal cases. If you believe a duplicate message was sent in error, check the HubSpot activity log for the customer record. Contact FullSpec support at support@gofullspec.com if the deduplication logic needs adjustment.
A sensitive message draft sits in Slack without supervisor approval for more than 2 hours
The system sends a reminder ping to the Slack channel tagging the supervisor role. If approval is still not received after a further hour, the message is escalated to the process owner via a direct Slack message and the record is flagged in the error log.
The supervisor (or process owner as fallback) should review the draft in Slack and either approve, edit and approve, or dismiss it with a note explaining why the message should not be sent. Do not leave drafts unactioned for more than 3 hours.
A delivery channel is unavailable (for example, Twilio SMS service is down or Intercom is unreachable)
The Delivery and Logging Agent catches the delivery failure response, logs the error against the customer record in HubSpot, and retries the send twice at 10-minute intervals using the same channel. If both retries fail, the agent switches to the fallback channel (email via Gmail) and records the channel switch in the activity note.
Check the error log in your automation platform dashboard. If the fallback email was sent successfully, no further action is needed. If all channels failed, send the message manually using the draft text visible in the HubSpot activity note and inform FullSpec support so the channel issue can be investigated.
A status change fires for a record type not included in the notification ruleset (for example, an internal pipeline stage that should not trigger a customer message)
The Status Monitor Agent evaluates the status against the configured ruleset and, finding no match, takes no action. The trigger is logged silently with a 'no match' label so the event is traceable but the customer is not contacted.
If you believe the status should have triggered a notification, contact FullSpec support to add the status to the ruleset. If the same internal status fires repeatedly and creates noise in the logs, the ruleset can be updated to explicitly exclude it.
A customer's HubSpot record is updated but the record is missing required fields (for example, no email address and no phone number on file)
The Status Monitor Agent detects that no valid delivery endpoint exists for any channel. The trigger is held and the process owner is alerted via a Slack direct message with the customer name and record link so the data gap can be resolved.
Open the HubSpot record linked in the Slack alert and add the missing contact details. Once the record is complete, the automation can be re-triggered manually by the FullSpec team, or you can send the message manually using the customer's updated contact information.
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04Who to contact and when
Fill in the rows marked with placeholders once your team is confirmed before go-live. The FullSpec rows are fixed and do not need to be edited. Share this table with anyone who may need to escalate during the first weeks of live operation.
Role
Name
How to reach them
Process owner (your team)
[Your name]
[Your email or phone]
Support Supervisor (approval step)
[Rep name]
[Rep email or Slack handle]
Support Manager
[Rep name]
[Rep email]
FullSpec builder
FullSpec team
support@gofullspec.com — reference your process name and build ID in the subject line
FullSpec support
FullSpec support desk
support@gofullspec.com — available for configuration changes, error investigation, and ruleset updates
Contact FullSpec support at support@gofullspec.com any time you need to change the notification ruleset, update sensitivity thresholds, add a new delivery channel, or investigate a delivery failure that your team cannot resolve from the error log. Do not attempt to edit the automation platform configuration directly unless FullSpec has specifically granted and documented that access for your team.
05Ongoing maintenance
Whenever a new customer status is added to HubSpot or the order system
Decide whether the new status should trigger a customer notification. If yes, send the status name and the intended message template to FullSpec support so it can be added to the ruleset. If no, confirm it is an internal-only status so the monitor agent can exclude it cleanly.
Process owner, with FullSpec support
Whenever a message template needs updating (tone change, regulatory requirement, new offer, or corrected wording)
Draft the revised template text and send it to FullSpec support. FullSpec will update the template in the automation platform and confirm the change is live before the next trigger fires. Do not update templates in HubSpot properties directly without coordinating with FullSpec.
Support Manager, with FullSpec support
Monthly (first Monday of each month)
Run a spot-check: pick five recent HubSpot activity logs at random and confirm that the message content, channel, and send time look correct. Check that no customers have contacted you about not receiving an expected update. Log any anomalies and raise them with FullSpec support.
Support Supervisor or Process owner
Weekly (every Friday)
Review the automation platform error log for any failed sends, suppressed duplicates, or unresolved Slack approval reminders from the past seven days. Clear resolved items and escalate any unresolved failures to FullSpec support before the weekend.
Support Supervisor
Whenever a team member joins, leaves, or changes role
Update the Slack approval channel membership so the correct supervisors receive sensitive draft notifications. Notify FullSpec support if the Slack channel name or workspace changes. Update the contact table in this runbook.
Process owner
Quarterly (every three months)
Review communication volume against the baseline of approximately 200 touchpoints per month. If volume has grown significantly, check that the automation platform subscription tier and Twilio SMS credits remain appropriate. Share updated volume figures with FullSpec to confirm no throughput limits are being approached.
Process owner, with FullSpec support
The single most common maintenance issue for this process is the notification ruleset falling out of date. As your team adds new pipeline stages or order statuses in HubSpot over time, those new statuses are not automatically included in the automation's trigger conditions. Customers will not receive notifications for unregistered statuses and no error will surface to alert you. Build a habit of notifying FullSpec support any time a new status is created in HubSpot, regardless of whether it initially seems to need a customer notification.
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