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AI-Powered Customer Service Boosts Efficiency for Twelve

How Twelve used the HubSpot Customer Agent to reduce workload, cut costs, and boost customer satisfaction
twelve-cover
-86%

Cost savings per inquiry

87,5%

Tickets resolved by AI

+55%

Increase in positive customer feedback

About the company

Twelve is a Dutch SaaS company building smart ordering and payment solutions. Their products range from POS systems and ATMs to kiosks, QR solutions, and integrations. They help organizations in hospitality, sports, healthcare, and events work faster and serve visitors better.

With more than 10,000 connected locations and over 200 million transactions per year, Twelve is a market leader in the Netherlands and active in more than ten countries. Their motto, "We are your twelfth man," reflects how they support and unburden their customers.


The challenge

Twelve's customer service grew with the business, but the system couldn't keep up. Zendesk was expensive, hard to scale, and disconnected from the HubSpot environment used by sales and marketing. That meant no shared customer view and limited automation.

Mondays were the breaking point. After busy weekends, Monday mornings brought ticket avalanches of 250+ requests, increasing workload and extending response times. A significant share of questions were repetitive and could be handled through self-service, but still consumed human capacity. The result was a rising cost per interaction and less time for complex cases that actually require expertise.

We no longer start the week with a backlog of tickets that still need to be handled. We now have a grip on our process and time for the complex questions that really deserve personal attention.

1733473049098 Jeroen SmeetsLead Customer Care, Twelve

Our approach

We started by looking beyond the tool. Together with Twelve, we mapped what was really causing pressure: high licensing costs, no integrated customer view, structural ticket spikes, limited channels, and too many simple questions being handled manually.

A future-state model was defined around three principles:

  • One customer platform where service connects to the full commercial context

  • An AI-first front line that handles repetitive demand instantly, without losing control

  • A governance loop that continuously strengthens the knowledge base and improves performance over time

This created a foundation for service that scales with demand, without scaling headcount at the same pace.

The Solution

Twelve migrated from Zendesk to HubSpot Service Hub and positioned HubSpot as the central customer system across teams. HubSpot Customer Agent was implemented as the first line of support via live chat and WhatsApp, designed to handle routine questions instantly and route complex issues to the right people with the right context.

To maintain quality and control as the model scaled, the setup included a few essential mechanisms:

  • Clear handover rules for complex questions

  • Knowledge-base driven answers for consistent, brand-aligned responses

  • Feedback and reporting on deflection, resolution patterns, and customer sentiment

  • Knowledge gap detection to turn missing answers into structured improvements

Rollout followed a phased approach, from discovery and process design to configuration, team enablement, and ongoing optimization.

The result

Within one week after go-live, service operations shifted from reactive handling to a more predictable, scalable rhythm. 87.5% of chat inquiries were resolved without human interaction, stabilizing peak demand and reducing workload pressure. At the same time, cost per inquiry dropped by 87% and positive customer feedback increased by 55%.

The impact went beyond efficiency. HubSpot now provides a single customer view that supports better decision-making and cross-team alignment, while service capacity is protected for complex cases where human attention adds the most value. With 24/7 availability and a continuous improvement loop, the support model keeps getting stronger as Twelve grows.

Key results

  • 87.5% AI resolution rate Nearly 9 out of 10 questions handled without human intervention
  • 24/7 availability Instant answers during and outside office hours
  • 87% cost savings per inquiry A scalable cost model powered by Breeze Credits and automation
  • +55% increase in positive customer feedback A measurable uplift in customer experience after launch

Turn your relationships into results

Results like these don't happen by chance. They come from understanding your business, aligning around shared goals, and executing with precision. Ready to turn your customer relationships into results?

Emiel Kanters

CEO Webs & Regional Director Benelux

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Thijs van Rosmalen

Account Executive

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