The document outlines strategies for enhancing customer experiences, emphasizing the importance of emotional connections with customers for increased loyalty and profitability. It provides guidelines for designing customer experience strategies, measuring success through various metrics, and highlights the role of HubSpot's Service Hub in facilitating customer engagement and support. Key points include the distinction between customer success and customer service, as well as practical steps for integrating supportive tools and capturing customer feedback.

1. HubSpot User Group
Melbourne
Welcome

2. #MELBHUG
#Growbetter
@connectlabs @hubspot

4. @connectlabs
Spend less time
on tools.
And more time
connecting with
people.

5. ● Introduction to creating
connected customer
experiences
● Designing your customer
experience strategy
● Customer Success Tips and
HubSpot’s Service Hub Q&A
Agenda

6. Based on the article by Scott Magids, Alan Zorfas, and Daniel Leemon.
© 2017 Harvard Business School Publishing. All rights reserved.
6
​Customer Satisfaction
Is Not Enough

7. Based on the article by Scott Magids, Alan Zorfas, and Daniel Leemon.
© 2017 Harvard Business School Publishing. All rights reserved.
7
​Emotionally Connected Customers
Are More Valuable

8. Based on the article by Scott Magids, Alan Zorfas, and Daniel Leemon.
© 2017 Harvard Business School Publishing. All rights reserved.
8
​ Buy more
​ Visit more often
​ Care less about price
​ Pay attention
​ Follow advice
​ Spread the word
​Emotionally Connected Customers:

9. Based on the article by Scott Magids, Alan Zorfas, and Daniel Leemon.
© 2017 Harvard Business School Publishing. All rights reserved.
9
​Too Many
Companies Use
Guesswork
Instead of Strategy

10. Based on the article by Scott Magids, Alan Zorfas, and Daniel Leemon.
© 2017 Harvard Business School Publishing. All rights reserved.
10
The desire to:
Feel a sense of belonging
Stand out from the crowd
Have confidence in the future
Feel secure
Succeed in life
Protect the environment
​Examples of Emotional Motivators

11. Based on the article by Scott Magids, Alan Zorfas, and Daniel Leemon.
© 2017 Harvard Business School Publishing. All rights reserved.
11
​Protect the
environment
​Stand out
from the
crowd

12. Based on the article by Scott Magids, Alan Zorfas, and Daniel Leemon.
© 2017 Harvard Business School Publishing. All rights reserved.
12

13. Based on the article by Scott Magids, Alan Zorfas, and Daniel Leemon.
© 2017 Harvard Business School Publishing. All rights reserved.
13
The Opportunity
Connect emotionally and
find a new source of
growth

16. How to design
your customer experience
strategy?

17. Step 1: Know who you are.

18. Step 2: Know who your customers are.

19. Step 3: Identify all your brand touchpoints.

20. Step 4: Create technical & non-technical
guidelines across all touchpoints
Your
customer
Your
company
Context

21. Technical

22. Non-technical

23. Step 5: Integrate & Implement quality control
● Email Templates
● Workflows
● Chatflows
● Forms/CTAs

24. Step 6: Capture customer feedback & act on it
● Surveys
● Set tasks for follow-up
● Tickets

25. Step 7: Track ROI
● Net Promoter Score - Would you recommend to a family member or
friend?
● Retention Rate - How many of your customers are returning?
● Churn Rate - How many of your customers are cancelling or not
returning during a given period of time?

27. Hi, I’m Nick Dzienny.
Channel Account Manager
@HubSpot

28. Acquiring a new
customer is
more expensive than
retaining a current
one
5-9X ⅓
Despite knowing how
important customer
retention is
of business
executives consider it
a priority.
LESS
THAN
25%
A 5% increase in
customer retention
correlates with a
to 95% increase in
profit
Why should we care?

29. Not to mention, loyal customers are...
Likely to repurchase
5X 4X
Likely to refer Likely to try a new
offering
9X
https://experiencematters.blog/category/roi-of-customer-experience/

31. How do we measure this?

32. Metrics that Matter (Revenue)
01
Customer Churn
Rate
The rate in which customer
stop buying from you.
Annual Churn Rate =
(# Customers at Start of Year
- # Customers at End of Year)
# Customers at Start of Year
03
Revenue Growth
Rate (Upsell Rate)
Revenue generated from
existing customers.
Monthly Revenue
Growth Rate =
(MRR at End of Month
- MRR at Start of Month)
MRR at the Start of Month
02
Revenue Retention
Rate
The rate in which
customers are retained.
Monthly Revenue
Retention Rate:
(# Customers at End of Month
- # Customers Acquired During
Month )
# Customers at Start of Month)
x100

33. 04
Metrics that Matter (Satisfaction)
Net Promoter
Score (NPS)
How likely are you to
recommend our
company to a friend or
colleague? (0-10)
Net Promoter Score =
% of Promoters
- % of Detractors
05
Customer
Satisfaction (CSAT)
How satisfied were you
with your experience?
(1-3, 1-5, 1-10)
06
Open Tickets (#
of Complaints)
Measuring quantity of
tickets
Measuring quality of
responses

34. Customer Success
vs
Customer Service

35. Customer Service is the assistance and
advice provided by a company to
those people who buy or use its
products or services.

36. CUSTOMER SUCCESS CUSTOMER SERVICE
Proactive Reactive
Customer Goal Achievement Issue/Contact Resolution
Driving Customer Value from Product Driving Customer Satisfaction
Long-term Perspective Short-term Perspective
Revenue Generating Cost Centre
Cross-team Effort Between Sales, Support,
Service & Product
Owned By a Single Function
V S

37. We won’t dwell on the differences today…
What we care about, is how they provide
this assistance and advice.

38. What kind of service should a company offer?
1 to 1 Human
Support
Service/
Success
Self Service Support
No Customers Lots of Customers
Expensive
Product
Free Product

39. Service Hub
Overview

40. The Inbound Service Framework
1. Engage more customers in meaningful interactions across different channels with
Conversations.
2. Stay organized and meet customer expectations with Tickets.
3. Guide customers with proactive solutions like Knowledge Base.
4. Grow their relationship with customers by listening and understanding their needs
with Customer Feedback.

41. Service Hub
Service Hub helps you engage, guide, and grow better with
your customers, turning happy people into promoters.
Starter
Everything in Starter, plus:
Knowledgebase
Templates, Sequences & Snippets
Documents, Meetings & Calling
Bots & Automation
Feedback & Reporting
Conversations & Live Chat
Tickets
Templates & Sequences
Documents
Calling
Notifications
Meetings
Everything in Professional, plus:
Goals
Playbooks
Health Scoring
Advanced Team Management
Advanced Reporting
Professional Enterprise

42. What is Service Hub?
Conversations
Manage 1-to-1
customer
communications at
scale through email and
live chat.
Tickets/Help Desk
Log customer issues as
tickets that can be
assigned, organised,
prioritised, and tracked
in a central location.
Knowledge Base
Create a base of help
articles and
documentation that’s
indexed in search
engines.
Customer Feedback
Deploy surveys to
gather feedback that
can be used to build a
better customer
experience.
Link Link Link Link
Service Hub is a toolset designed to turn your customers into promoters.
Chat Bots
Manage and track live
enquiries from the
website and service up
automated responses.
Reporting & Goals
Measure the impact of
initiatives in custom and
out-of-the-box reports
Track metrics and
SLA’s.
Automation & Routing
Automate your
customer service
processes with ticket
routing, escalation, and
task creation.
Link Link Link

43. Let’s break this down into a what our customers want to
be able to do...
Respond Faster
(And Better)
Conversations
Tickets & Help Desk
HubSpot CRM
Improve Team
Productivity
Team Email
Tickets & Help Desk
Chatbot Builder
Video Creation
Help Customers
Help Themselves
Knowledge Base
Bots
Turn Customers
Into Promoters
Customer Feedback

44. Build Engagement Channels
Respond Faster
(And Better)
Conversations
Tickets & Help Desk
HubSpot CRM

45. Improve Team
Productivity
Team Email
Tickets & Help Desk
Chatbot Builder
Video Creation
Optimise Engagement Process

46. Guide Customers to be happy customers
Help Customers
Help Themselves
Knowledge Base
Bots

47. Turn Customers
Into Promoters
Customer Feedback
Identify and grow through customer data

48. Q + A?

49. The HubSpot
Growth Platform