Customer Story
- NNetSuite + HubSpot
- 5.0 SuiteApp
One communications platform. Two CRM environments. A new layer of AI intelligence.
Gold Bond moved beyond standalone business communications with Contivio, connecting Customer Support directly to NetSuite, Sales to HubSpot, and customer conversations to a growing layer of AI intelligence.
Company snapshot
A promotional products company built around technology.
Gold Bond Inc. supplies promotional products, golf gear, drinkware, bags and custom branded merchandise to distributors across North America, with same-day and 24-hour production programs supporting the business.
- Company
- Gold Bond Inc.Promotional products supplier and decorator
- Industry
- Promotional productsGolf, drinkware, bags and branded merchandise
- ERP / CRM
- NetSuite + HubSpotCustomer Support in NetSuite, Sales in HubSpot
- Communications
- ContivioVoice, SMS, live chat and AI chatbot on one platform
- AI
- Interaction intelligenceCustomer interaction data analyzed directly from NetSuite
- Key executive
- Matt PriceChief Information Officer
The challenge
A phone system wasn’t enough. Gold Bond needed customer conversations inside NetSuite.
Gold Bond had been using RingCentral for communications, but Customer Support works in NetSuite, where the customer, order and service history already lives. Sales operates from HubSpot.
Gold Bond wanted to move beyond a standalone phone system and connect customer conversations more deeply into the systems its teams already used.
For Customer Support, that meant bringing interaction history and context directly into NetSuite. For Sales, it meant continuing to work through HubSpot — all through one communications platform without forcing either team to change its CRM workflow.
As Gold Bond expanded its use of AI, Matt Price and his team also saw an opportunity to make the conversations themselves usable business data.
- RingCentral communications separate from the broader NetSuite customer context
- Support in NetSuite, Sales in HubSpot
- One communications platform needed across both
- Customer conversations needed to become usable business data
The solution
One communications layer, connected to both.
Gold Bond deployed Contivio as a single communications environment connected to both CRMs in parallel. Support interactions screen pop the matching NetSuite record and write their history back to NetSuite. Sales interactions connect into HubSpot, so the sales organization keeps working through its existing process.
Inbound
Customer
Communications layer
Contivio
Routing, voice, SMS, live chat and AI chatbot for both teams — one environment to administer and report on
Team
Customer Support
CRM
NetSuite
Screen pop, interaction logging, call recordings, notes and dispositions on the customer record
Team
Sales
CRM
HubSpot
Click-to-Dial and interaction records associated with the contacts and deals the sales team already works with
- Inbound voice
- SMS
- Live chat
- AI chatbot & self-service
- Contact-center routing
- Screen pops
- Click-to-Dial
- Interaction logging
- Call recordings
- Notes & dispositions
- AI interaction intelligence
- Reporting
Each team keeps the CRM workflow that fits its role. Communications stay on one platform.
The transformation
From standalone communications to one connected interaction layer.
Before
- RingCentral for business communications
- Customer Support working primarily in NetSuite
- Sales working in HubSpot
- Customer conversations separated from the broader NetSuite customer context
- Limited ability to analyze customer conversation intelligence at scale
After Contivio
- One communications platform connected to NetSuite and HubSpot
- Support interactions and context captured directly on the NetSuite record
- Sales interactions associated with HubSpot
- AI-generated summaries, sentiment and interaction intelligence captured with customer conversations
- Conversation data available for reporting, automation and further AI analysis
What came next
From captured conversations to customer intelligence.
Getting the conversations into NetSuite created another opportunity. With Contivio’s AI-generated interaction intelligence, Gold Bond’s records contain more than the fact that a call or chat happened. They carry context around what customers are actually saying.
Matt and his team took that data a step further. Using NetSuite AI Connector Service and MCP, they connected Claude to NetSuite and began analyzing Contivio interaction data across the support operation.
Instead of reviewing conversations one at a time, they could ask questions across the entire body of customer interactions.
Customer conversationVoice · SMS · Chat
A support question, an order issue or a sales inquiry reaches Gold Bond.
↓
ContivioVoice · SMS · Chat · AI chatbot
The interaction is routed, handled and captured, with AI generating intelligence about the conversation.
↓
NetSuiteInteraction history
Phone and chat interactions land on the record, including AI-generated conversation intelligence.
↓
MCP + ClaudeNetSuite AI Connector Service
Claude analyzes interaction data across conversations instead of reviewing calls individually.
↓
Business insightService and customer intelligence
Support trends · Escalations · Sentiment · CSAT · Coaching · Automation
From data to action
From individual conversations to patterns across the business.
Support trends
Identify recurring customer contact reasons and changing support demand.
Sentiment + CSAT
Understand how customers are feeling and what is driving negative or positive experiences.
Escalations + coaching
Surface escalation patterns and identify opportunities to support and coach the service team.
Automation opportunities
Identify repetitive requests that may be candidates for additional self-service, chatbot or workflow automation.
Gold Bond is also using Contivio’s AI chatbot for customer self-service, creating a feedback loop between the questions customers ask, the interactions Contivio captures and the areas the team identifies for further automation.
The impact
One interaction layer. More value from every conversation.
No CRM migration required — just richer customer interaction data flowing into the systems Gold Bond already uses.
One platform across two CRMs
Support stays in NetSuite. Sales stays in HubSpot. Contivio connects both.
Customer conversations become usable data
Interaction history and AI-generated context live alongside the operational customer record.
A foundation for automation and AI
Structured interaction data can be used for trend analysis, workflow automation, self-service and tools such as Claude through NetSuite MCP.
Contivio gives us rich customer interaction data directly inside NetSuite. We can use that data to understand support trends, customer sentiment and team performance, while continuing to explore what else we can do with AI.
Matt Price · Chief Information Officer, Gold Bond Inc.
Gold Bond Inc.NetSuite · HubSpot · Contivio · AI
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Connect voice, SMS, chat and AI interactions to the systems your teams already use, and create a foundation for the next generation of customer intelligence.
