Customers have more power than ever before. In fact, 90% of buyers claim they would spend more because of excellent customer service. But, it’s hard to deliver excellent customer service. Communication channels are siloed, difficult to share, and it takes too long to gather the context you need to communicate with your customers. In this session, you'll learn how to build a modern customer experience in HubSpot's Service Hub and how you can use that to fight friction and turn your customers into a growth engine.
3. #PARTNERDAY18
An actionable framework
and best practices for
fighting friction
Friction vs
Frictionless
Why investing in the
customer experience is
the fastest way to grow
your business
1 2
Friction Fighting
Framework
Learn how to implement
a modern customer
experience in HubSpot’s
Service Hub
3
System for
success
AGENDA
12. 2.8 3.0 3.2 3.4
3.6 3.8
Source: The Atlantic
Mean
availability
Mean review
quality
1.0
0.8
0.6
0.4
13. 2.8 3.0 3.2 3.4
3.6 3.8
Source: The Atlantic
Mean
availability
Mean review
quality
1.0
0.8
0.6
0.4
21% more likely to
have sold out all 7pm
tables
14. 3.2 3.4 3.6 3.8
4.0 4.2
Source: The Atlantic
Mean
availability
Mean review
quality
0.8
0.7
0.6
0.5
0.4
0.3
15. 3.2 3.4 3.6 3.8
4.0 4.2
Source: The Atlantic
0.8
0.7
0.6
0.5
0.4
0.3
Mean
availability
Mean review
quality
19% more likely to
have sold out ALL
tables
32. No response
Repeat contacts
Channel switching
Transfers
Repeating information
Robotic service
Policies and processes that create
hassle
81% of consumers would spread negative word
of mouth if they encountered friction with a brand.
Source: The Effortless Experience
#INBOUND19
33. Lack of responsiveness
Repeat contacts
Channel switching
Transfers
Repeating information
Robotic service
Policies and processes that create hassle
FRICTION
34. Place an order with
one click
FRICTIONLESS
Self-service purchase
40. Lack of responsiveness
Repeat contacts
Channel switching
Transfers
Repeating information
Robotic service
Policies and processes that create hassle
FRICTION
Immediate response
Self-service
Any channel, anytime
One point of contact
No repeating information
Human service
No hassle
FRICTIONLESS
#INBOUND19
41. No response
Repeat contacts
Channel switching
Transfers
Repeating information
Robotic service
Policies and processes that create
hassle
IT’S HARD.
Immediate response
Self-service
Any channel, anytime
One point of contact
Everyone has context
Human service
No hassle
IT’S EASY.
45. No response
Repeat contacts
Channel switching
Transfers
Repeating information
Robotic service
Policies and processes that create
hassle
94% of consumers reported they would repurchase
if they didn’t encounter friction with a brand.
Source: The Effortless Experience
#INBOUND1
9
47. What can be
automated?
What can be addressed
through shared goals or
reorganization?
Define the ideal state
Outline objectives for your
team to know what success
looks like
1
Identify friction
2
Define frictionless
3
Fight it
Categorize trends from
support requests
Gather customer
feedback from surveys
Gather internal
feedback
Friction Fighting Framework
48. What can be
automated?
What can be addressed
through shared goals or
reorganization?
Define the ideal state
Outline objectives for your
team to know what success
looks like
1
Identify friction
2
Define frictionless
3
Fight it
Categorize trends from
support requests
Gather customer
feedback from surveys
Gather internal
feedback
Friction Fighting Framework
51. Source: The Effortless Experience
1
FRICTION FRICTIONLESSIdentify Friction
Categorize trends from
support requests
Gather customer
feedback from surveys
Gather internal
feedback
52. Source: The Effortless Experience
1
FRICTION FRICTIONLESSIdentify Friction
Categorize trends from
support requests
Gather customer
feedback from surveys
Gather internal
feedback
53. Source: The Effortless Experience
1
FRICTION FRICTIONLESSIdentify Friction
Categorize trends from
support requests
Gather customer
feedback from surveys
Gather internal
feedback
54. Source: The Effortless Experience
1
FRICTION FRICTIONLESSIdentify Friction
Categorize trends from
support requests
Gather customer
feedback from surveys
Gather internal
feedback
55. Source: The Effortless Experience
1
FRICTION FRICTIONLESSIdentify Friction
Categorize trends from
support requests
Gather customer
feedback from surveys
Gather internal
feedback
56. Source: The Effortless Experience
1
FRICTION FRICTIONLESSIdentify Friction
Categorize trends from
support requests
Gather customer
feedback from surveys
Gather internal
feedback
57. What can be
automated?
What can be addressed
through shared goals or
reorganization?
Define the ideal state
Outline objectives for your
team to know what success
looks like
1
Identify friction
2
Define frictionless
3
Fight it
Categorize trends from
support requests
Gather customer
feedback from surveys
Gather internal
feedback
Friction Fighting Framework
58. 2
Define frictionless
Define the ideal state
Outline objectives for your
team to know what success
looks like
FRICTION FRICTIONLESS
59. 2
Define the ideal state
Outline objectives for your
team to know what success
looks like
FRICTION FRICTIONLESS
Define frictionless
60. 2
Define frictionless
Define the ideal state
Outline objectives for your
team to know what success
looks like
FRICTION FRICTIONLESS
61. 2
Define the ideal state
Outline objectives for your
team to know what success
looks like
FRICTION FRICTIONLESS
Define frictionless
62. 2
Define the ideal state
Outline objectives for your
team to know what success
looks like
FRICTION FRICTIONLESS
Define frictionless
63. 2
Define the ideal state
Outline objectives for your
team to know what success
looks like
FRICTION FRICTIONLESS
Define frictionless
64. 2
Define the ideal state
Outline objectives for your
team to know what success
looks like
Source: UX Design
Define frictionless
65. 2
Define the ideal state
Outline objectives for your
team to know what success
looks like
Source: UX Design
Define frictionless
66. 2
Define the ideal state
Outline objectives for your
team to know what success
looks like
Source: UX Design
Define frictionless
67. 2
Define the ideal state
Outline objectives for your
team to know what success
looks like
Source: UX Design
Define frictionless
68. 2
Define the ideal state
Outline objectives for your
team to know what success
looks like
Define frictionless
FRICTION FRICTIONLESS
SUCCESS
METRIC
69. 2
Define the ideal state
Outline objectives for your
team to know what success
looks like
Define frictionless
FRICTION FRICTIONLESS
SUCCESS
METRIC
70. 2
Define the ideal state
Outline objectives for your
team to know what success
looks like
Define frictionless
FRICTION FRICTIONLESS
SUCCESS
METRIC
71. 2
Define the ideal state
Outline objectives for your
team to know what success
looks like
FRICTION FRICTIONLESS
SUCCESS
METRICDefine frictionless
72. What can be
automated?
What can be addressed
through shared goals or
reorganization?
Define the ideal state
Outline objectives for your
team to know what success
looks like
1
Identify friction
2
Define frictionless
3
Fight it
Categorize trends from
support requests
Gather customer
feedback from surveys
Gather internal
feedback
Friction Fighting Framework
73. 3
Fight it
What can be automated?
What can be addressed
through shared goals or
reorganization?
SUCCESS METRIC STRATEGYFRICTIONLESS
74. 3
Fight it
SUCCESS METRIC STRATEGYFRICTIONLESS
What can be automated?
What can be addressed
through shared goals or
reorganization?
75. 3
Fight it
What can be automated?
What can be addressed
through shared goals or
reorganization?
SUCCESS METRIC STRATEGYFRICTIONLESS
76. 3
Fight it
What can be automated?
What can be addressed
through shared goals or
reorganization?
SUCCESS METRIC STRATEGYFRICTIONLESS
77. 3
Fight it
What can be automated?
What can be addressed
through shared goals or
reorganization?
SUCCESS METRIC STRATEGYFRICTIONLESS
79. Lack of responsiveness
Repeat contacts
Channel switching
Transfers
Repeating information
Robotic service
Policies and processes that create hassle
FRICTION
Immediate response
Self-service
Any channel, anytime
One point of contact
No repeating information
Human service
No hassle
FRICTIONLESS
80. it’s hard to deliver excellent
customer service.
But,
83. And you have no insight into who
your customers are.
84. HelpDesk = a system to
support your customers
SYSTEM OVERVIEW
85. SYSTEM OVERVIEW
Manage all issues &
channels in one
place
Easily identify
most important
thing to do next
Gather quick context
into customers and
their issues
Efficiently & confidently
present solutions and
close issues
Understand insights
about customer pain
& take action
INTAKE TRIAGE TROUBLESHOOT SOLVE IMPROVE
86. INTAKE TRIAGE TROUBLESHOOT SOLVE IMPROVE
Manage all
your
conversations
in one place
Any channel, anytime
91. Identify
customer pain
and how to
improve it
Make reports actionable by seamlessly creating a help
article or sharing with coworkers.
INTAKE TRIAGE TROUBLESHOOT SOLVE IMPROVESelf-service
94. One email inbox across multiple
team members
Data from customers scattered all
over the place
FRICTION FRICTIONLESS
One shared team inbox
Insights to organize and
improve
Single system of record
across sales, marketing,
and service
X
X
95. Lack of responsiveness
Repeat contacts
Channel switching
Transfers
Repeating information
Robotic service
Policies and processes that create hassle
FRICTION
Immediate response
Self-service
Any channel, anytime
One point of contact
No repeating information
Human service
No hassle
FRICTIONLESS
96. What can be
automated?
What can be addressed
through shared goals or
reorganization?
Define the ideal state
Outline objectives for your
team to know what success
looks like
1
Identify friction
2
Define frictionless
3
Fight it
Categorize trends from
support requests
Gather customer
feedback from surveys
Gather internal
feedback
Friction Fighting Framework
97. HELPDESK
Manage all issues &
channels in one
place
Easily identify
most important
thing to do next
Gather quick context
into customers and
their issues
Efficiently & confidently
present solutions and
close issues
Understand insights
about customer pain
& take action
INTAKE TRIAGE TROUBLESHOOT SOLVE IMPROVE
104. Now go make it spin.
Find slides & more at
cambriadavies.com
Editor's Notes
It had perfect 5 star reviews
Trying to decipher what these obscure spanish words mean that they don’t teach you in 10th grade AP Spanish to no avail. So we call the car company… “you put diesel in it didn’t you?”
It was such a SIMPLE, thoughtful, thing for her to do that I decided to write a review… which I rarely do. Which I’m sure is exactly what happened to the other 277 reviewers.
Which is how Asun became a superhost and then an A+ host. Which is how she’s making a lot of $$ on Airbnb… a research study performed at BU estimated that a 5-star average rating disclosure leads to an increase in listing prices.
In a study of nearly 400 restaurants in San Francisco, researchers found the difference of a half-star in a Yelp rating can impact the rate at which a restaurant is booked on a given night.
They looked at the mean review rating and the mean availability of these restaurants and found that..
moving from 3 to 3.5 stars is is associated with being 21 percentage points more likely to have sold out all 7:00 PM tables
moving from 3.5 to 4 stars makes restaurants an additional 19 percentage points more likely to have sold out all tables."
moving from 3.5 to 4 stars makes restaurants an additional 19 percentage points more likely to have sold out all tables.
The fact is, trust in business has eroded. People now turn to their friends and networks and REVIEWS to inform their purchasing decisions.
Enter the flywheel. In this world in which customers are the greatest driver of growth, you have to INVEST in them. You have to create this flywheel.
But how the heck do you create a flywheel?
But how the heck do you create a flywheel?
When customers formulate an opinion of your business it’s based on the amalgamation of touchpoints that they have with you -- which an be quickly tainted based on one or more points of friction that disrupt their experience.
I got a late response.
Then they told me that I couldn’t cancel through FBM. So, I called them and thought I had the issue resolved only to see that I was charged the following month AGAIN.
I contacted again, and they asked for my account no. and if I was the account holder
Aftering being transferred to another agent, they then asked for my account no. and if I was the account holder
Friend of mine - Jesse - was telling me about his trip to Norway last year that was overbooked.
So Jesse decided to come up with Norwegian’s next campaign slogan:
This is the opposite of a frictionless experience. This type of friction is exactly what leads consumers to spread negative word of mouth about brands they engage with...
In fact, 81% of consumers indicated that they would spread negative word of mouth if they encountered friction with a brand.
Gartner ran a study with 125k customers and 5k service reps and discovered that “friction" in service drives disloyalty. Customers who encountered friction were almost 4x more likely to be disloyal to a brand.
When you need to withdraw money from your bank account, do you approach the bank teller or use the ATM?
On your last vacation, did you wait in line at the airport to check in? Or did you use a self-serve kiosk? Or print your boarding pass at home?
Alright now that we know what friction is - let’s walk through the framework for eliminating it.
Think about the complaints you hear from customers and prospects -- where do they have difficulty interacting with your company?
Gather feedback from support requests, comments on help center articles, and information collected through customer satisfaction, customer effort, NPS, and other surveys. If you don’t have these feedback loops, start investing time into building them. Ideally, you should be collecting feedback from customers at key milestones or touchpoints with your company, e.g. after the initial purchase, a support interaction, repurchase, or cancellation.
Make a list of customers that have reported success with your product and another list with the customers who have canceled or given negative feedback. Start reaching out to customers or digging into their feedback responses to learn more about the why behind their sentiments. Write down notes and highlight the trends for your happy and unhappy customers. Take note of how your happy customers define success. What value do they get from your product or service?
Internally, consider which metrics you struggle to move despite repeated efforts, processes that take longer than they should, and sources of common problems.
Internally, consider which metrics you struggle to move despite repeated efforts, processes that take longer than they should, and sources of common problems.
Internally, consider which metrics you struggle to move despite repeated efforts, processes that take longer than they should, and sources of common problems.
Internally, consider which metrics you struggle to move despite repeated efforts, processes that take longer than they should, and sources of common problems.
Internally, consider which metrics you struggle to move despite repeated efforts, processes that take longer than they should, and sources of common problems.
Internally, consider which metrics you struggle to move despite repeated efforts, processes that take longer than they should, and sources of common problems.
The framework started out as a brainstorming exercise. The founders wanted to design a mind-blowing experience that would go viral. They honed in on one aspect of the customer journey: check-in. And they brainstormed what that “mind-blowing” experience would look like.
I recommend doing this for each off your core customer touchpoints.
Alright, so now that we’ve got the framework down, I wanna dive into how you can leverage a system to help you execute on some of these strategies.
Bc the reality is, we know we need to create a good customer experience in order to grow. But, it’s really hard.
Bc the reality is, we know we need to create a good customer experience in order to grow. But, it’s really hard.
You need a system to help solve these fundamental problems -- to help support your customers. Full disclosure, I am the product manager for our HelpDesk in HubSpot’s Service Hub. This is my job -- I think about what teams need to deliver excellent customer service every day. I obsess over this. And then I work with my team to help build it.
So what is a HelpDesk? These are the fundamental elements: a place to INTAKE customer questions and issues across a variety of channels, a way to TRIAGE and identify which you should take action on, a way to TROUBLESHOOT those issues and gather quick context into who you’re talking to, access to content to help SOLVE those issues, and insights to help IMPROVE
A shared team inbox so you can manage customer comms in one place and deliver on “any channel, any time”
A shared team inbox so you can manage customer comms in one place and deliver on “any channel, any time”
Customize key contact and ticket information displayed to different users & teams
AND I’ve walked through a HelpDesk system that you can start leveraging to fight that friction. I guess all that’s left is to tell you...
about my next vacation in Bali - I’m leaving in two weeks.
But how the heck do you create a flywheel?
But how the heck do you create a flywheel?
But how the heck do you create a flywheel?
I had an immediate response from my host letting me know about additional checkin details. I’m not gonna rent a hybrid, so I think I should be fine on any potential diesel dilemmas -- although there are scooters, so the verdict’s still out. Maybe Elon Musk will greet us or Rhys with some surfboards. I’ll let you guys know.
Thanks so much for coming - you can find these slides and more on my website. Now go forth and frolick and create a frictionless customer experience.