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Why Your Customers Are Their Own Best Support Team

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HubSpot's VP of Global Support & Services Emily Haahr uses her experience to demonstrate how you can enable your customers to become their own best support team.

Emily began her HubSpot career in 2010 as an Inbound Marketing Consultant, and to this day has gone on to develop a self-service and customer outcomes-based model that’s a core part of HubSpot’s service strategy. Emily’s work is driven by her belief that customer support is the backbone of any company. She is passionate about HubSpot’s customers and is constantly thinking about new ways to help them grow better.

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Why Your Customers Are Their Own Best Support Team

  1. 1. Why Your Customers Are Their Own Best Support Team
  2. 2. And now a note from our legal department: The content in this presentation does not reflect HubSpot's past or future performance, nor should it be interpreted to suggest present or future software development. Any people, places, or events portrayed in this presentation are my own views and not on behalf of HubSpot, Inc. John Kelleher, HubSpot General Counsel
  3. 3. Introducing Emily
  4. 4. Introducing Emily 2010-2012 Inbound Marketing Consultant
  5. 5. Introducing Emily 2010-2012 Inbound Marketing Consultant 2012-2015 Enterprise Programs
  6. 6. Introducing Emily 2010-2012 Inbound Marketing Consultant 2012-2015 Enterprise Programs 2015+ Free & Starter Programs
  7. 7. Meet George HubSpot customer since 2010
  8. 8. The best way to do customer service is to empower your customers to serve themselves.
  9. 9. Support in 2010 A machine with no growth potential
  10. 10. Support in 2020 A growth engine you invest in
  11. 11. “We have to solve customer problems completely by ourselves.”
  12. 12. “We have to solve customer problems completely by ourselves.” Myth!
  13. 13. 41%of HubSpot support cases tagged “resolved with documented solution” 90Ktickets submitted $7MMof support costs Doing it all yourself is expensive
  14. 14. 77%of solutions on HubSpot Community were authored by other customers Customers want to learn from each other- not just from you 20Kpaying customers have interacted with HubSpot Community in 2018 75%of questions were posted by customers wanting help from other customers
  15. 15. Friction leads to unhappy customers Net Promoter, Net Promoter System, Net Promoter Score, NPS and the NPS-related emoticons are registered trademarks of Bain & Company, Inc., Fred Reichheld and Satmetrix Systems, Inc.
  16. 16. To better serve your customers, remove any friction that’s in the way of them getting help
  17. 17. To learn more about customer service best practices, click here.
  18. 18. Identify places where your support team is doing something they don’t need to be doing.
  19. 19. You can create content once, and it can be used by customers forever.
  20. 20. FAQ Page ● 10 -15 most commonly asked questions ● Perfect for email signatures, OOO replies, etc.
  21. 21. Knowledge Base ● More comprehensive than FAQ page ● Database of content ● Share links to articles in customer responses
  22. 22. User Guides & Tutorials ● Demos ● Videos ● Certifications ● User Guides ● Case Studies
  23. 23. Community Forum ● Message threads ● Interactive ● Customer helping customers
  24. 24. Community Forum “We are constantly pulling in other community contributors to help solve problems to a topic that might not be in our own knowledge wheelhouse. We care about the culture and helping our fellow HubSpotters.” – Tim Joyce, HubSpot Community member
  25. 25. Network Effects Increasing value
  26. 26. Components Components of the Network Who & what is a part of the network?
  27. 27. ComponentsCustomers seeking support Components of the Network Who & what is a part of the network?
  28. 28. ComponentsCustomers seeking support Customers providing support Components of the Network Who & what is a part of the network?
  29. 29. Certification ● Same training as internal employees ● Exams and practical exercises ● Forum participation
  30. 30. ComponentsCustomers seeking support Customers providing support Components of the Network Who & what is a part of the network?
  31. 31. ComponentsCustomers seeking support Customers providing support Ticketing system Components of the Network Who & what is a part of the network?
  32. 32. ComponentsCustomers seeking support Customers providing support Ticketing system Ticket value Components of the Network Who & what is a part of the network?
  33. 33. ComponentsCustomers seeking support Customers providing support Ticketing system Ticket value Transaction system Components of the Network Who & what is a part of the network?
  34. 34. Compensation ● Value or dollar amount ● Start small -- per ticket, with monthly payout ● Minimum ticket requirement ● Sliding scale
  35. 35. ComponentsCustomers seeking support Customers providing support Transaction system Ticket value Ticketing system Components of the Network Who & what is a part of the network?
  36. 36. ComponentsCustomers seeking support Customers providing support Quality assurance Transaction system Ticket value Ticketing system Components of the Network Who & what is a part of the network?
  37. 37. ComponentsCustomers seeking support Customers providing support Quality assurance Standards and oversight Transaction system Ticket value Ticketing system Components of the Network Who & what is a part of the network?
  38. 38. Quality Control ● Two-way reviews ● Post-ticket NPS ● Monitoring system ● Troubleshooting tools
  39. 39. Features of the Network What does the network need to be able to support? Features
  40. 40. Features of the Network What does the network need to be able to support? Channels Features
  41. 41. Features of the Network What does the network need to be able to support? Channels 1-on-1 meeting Chat Email Phone (Inbound/ callback) Channels Features
  42. 42. Features of the Network What does the network need to be able to support? Channels 1-on-1 meeting Chat Email Phone (Inbound/ callback) Real-time conversation Features
  43. 43. Features of the Network What does the network need to be able to support? Channels 1-on-1 meeting Chat Email Phone (Inbound/ callback) Multiple languages & time zones Real-time conversation Features
  44. 44. Features of the Network What does the network need to be able to support? 1-on-1 meeting Chat Email Phone (Inbound/ callback) Static resource library Real-time conversation Multiple languages & time zones Channels Features
  45. 45. Promotion & Awareness - Those Needing Help ● On all of your content ● Within the product ● During onboarding
  46. 46. Promotion & Awareness - Those Who are Helping ● Product power users ● Active Community participants ● Ask as soon as they’ve had a delight experience ● Partners (lead source)
  47. 47. Internal Rollout
  48. 48. Internal Rollout ● Option One: Buy or Acquire the Technology
  49. 49. Internal Rollout ● Option One: Buy or Acquire the Technology ● Option Two: An Experienced New Hire
  50. 50. Internal Rollout ● Option One: Buy or Acquire the Technology ● Option Two: An Experienced New Hire ● Option Three: Build the System Internally

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