6 Custom HubSpot Solutions That Transform Customer Experience
HubSpot's platform is extensible by design. Beyond native features, custom applications can address needs specific to your business and your customers.
Here are six types of custom solutions we've seen transform customer experience.
1. Configurators
Configurators let customers select options and build solutions tailored to their needs. The output might be a configured product, a recommended package, or a custom quote.
Example: A manufacturing company's configurator lets customers specify dimensions, materials, and features. The tool validates combinations, calculates pricing, and generates a specification sheet—all without requiring sales involvement.
Impact: Customers get immediate answers to "what would this cost?" questions. Sales receives qualified leads with specific requirements already documented.
2. Analysis Tools
Analysis tools survey customers for information, then process that input through intelligent algorithms to produce insights, recommendations, or scores.
Example: A consulting firm's readiness assessment asks questions about current capabilities and goals. The tool scores responses against a maturity model and identifies specific improvement areas.
Impact: Customers get valuable insight about their situation. The firm captures detailed information about prospect needs, enabling highly relevant follow-up.
3. Guided Planning Tools
Planning tools walk users through structured data collection, helping them organize information and develop plans they might not create on their own.
Example: A financial services firm's planning wizard guides users through goal-setting, current-state documentation, and gap analysis. The output is a structured plan document.
Impact: Users accomplish something valuable they wouldn't have done independently. The firm demonstrates expertise while capturing detailed planning data.
4. Calculators
Calculators perform computations users care about but can't easily do themselves. The input is information the user knows; the output is insight they need.
Example: An energy company's calculator takes utility bills and usage patterns, then estimates savings from different efficiency investments with payback periods.
Impact: Customers can evaluate options without lengthy consultations. Sales conversations start with specific scenarios rather than general exploration.
5. Report Generators
Report generators compile user-specified information into formatted documents. Users provide parameters; the tool assembles relevant content into cohesive reports.
Example: A market research firm's tool lets users select industries, geographies, and topics. The output is a customized report pulling from a library of modular content sections.
Impact: Customers get exactly the information they need in usable format. The firm delivers personalized value efficiently.
6. Interactive Experiences
Beyond utilitarian tools, interactive experiences engage users through exploration, gamification, or visualization. The goal is memorable engagement that builds brand affinity.
Example: A travel company's interactive map lets users explore destinations, see curated recommendations, and build wish lists—creating emotional investment before booking conversations.
Impact: Users develop deeper connection with the brand. Engagement data reveals preferences that inform personalized marketing.
Choosing the Right Solution
Not every idea justifies custom development. The best candidates solve problems that:
- Occur frequently across your audience
- Can't be addressed with existing tools
- Capture valuable data or create significant differentiation
- Justify ongoing maintenance requirements
When the fit is right, custom applications become core assets that improve customer experience while strengthening competitive position.