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24. of buyers would spend
more because of excellent
customer service.
90%
25. So we decided to take a hard look
at ourselves, we asked some
tough questions, and we talked to
the people who matter most…
26. So we decided to take a hard look
at ourselves, we asked some
tough questions, and we talked to
the people who matter most —
CUSTOMERS.
27. We talked with thousands of them.
And we captured what we learned.
28. In a document we call…
The Customer Code.
We’re known for our
creative naming.
29. The Customer Code
EARN MY
ATTENTION,
DON’T STEAL IT.
TREAT ME LIKE A
PERSON, NOT A
PERSONA.
SOLVE FOR MY
SUCCESS, NOT
YOUR SYSTEMS.
USE MY DATA,
BUT DON'T
ABUSE IT.
ASK FOR
FEEDBACK,
AND ACT ON IT,
OWN YOUR
SCREW-UPS.
I DON'T MIND PAYING,
BUT I DO MIND
BEING PLAYED.
DON’T BLOCK
THE EXIT.
HELP ME HELP
YOU, BY HELPING
MYSELF.
#1 #2 #3
#4 #5 #6
#7 #8 #9
DO THE RIGHT THING, EVEN WHEN IT’S HARD.
#10
43. And life doesn’t happen on the phone
Monday through Friday between
9am-5pm EST (6am - 2pm PST).*
*Except for major bank holidays and the second Tuesday of every month.
44. So be prepared to interact with customers
how, when, and where they want.
45. And if you can’t chat directly,
get a bot to help out.
71. If a company you regularly buy from made a mistake, but apologized
and made it right, would you continue to buy from them?
4%
96%
YES NO
HubSpot Research
83. When we asked buyers if
confusing pricing would
keep them from making a
purchase, 69% said yes.
No
31%
Yes
69%
The people who answered "No" must
really enjoy hide-and-seek ¯_(ツ)_/¯
HubSpot Research
84. $
“ W E D O N ’ T C A R E A B O U T
O U R C U S T O M E R S ” F E E
“ W E ’ R E G R E E D Y A N D Y O U C A N ’ T
D O A N Y T H I N G A B O U T I T ” F E E
$
$
“ W E K N O W Y O U W E R E N ’ T G O I N G
T O R E F E R F R I E N D S A N Y W A Y ” F E E
INVOICE
That means invoices like this no longer
fly with today’s customers.
117. We promise to create
a culture that puts customers first,
118. We promise to create
a culture that puts customers first,
an experience that customers love,
119. We promise to create
a culture that puts customers first,
an experience that customers love,
and technology that customers value.
120. And we promise to hold ourselves
accountable by grading ourselves
against these tenets every year.
121. N A M E : H U B S P O T | Y E A R : 2 0 1 8
E A R N M Y A T T E N T I O N , D O N ’ T S T E A L I T .
T R E A T M E L I K E A P E R S O N , N O T A P E R S O N A .
S O L V E F O R M Y S U C C E S S , N O T Y O U R S Y S T E M S .
U S E M Y D A T A , B U T D O N ’ T A B U S E I T .
A S K F O R F E E D B A C K , A N D A C T O N I T .
O W N Y O U R S C R E W - U P S .
H E L P M E H E L P Y O U , B Y H E L P I N G M Y S E L F .
I D O N ' T M I N D P A Y I N G , B U T I D O M I N D B E I N G P L A Y E D .
D O N ’ T B L O C K T H E E X I T .
S C O R E
A V E R A G E
A V E R A G E
8
6
6
9
7
8
7
6
7
7.1
customercode.com
122. N A M E : H U B S P O T | Y E A R : 2 0 1 8
E A R N M Y A T T E N T I O N , D O N ’ T S T E A L I T .
T R E A T M E L I K E A P E R S O N , N O T A P E R S O N A .
S O L V E F O R M Y S U C C E S S , N O T Y O U R S Y S T E M S .
U S E M Y D A T A , B U T D O N ’ T A B U S E I T .
A S K F O R F E E D B A C K , A N D A C T O N I T .
O W N Y O U R S C R E W - U P S .
H E L P M E H E L P Y O U , B Y H E L P I N G M Y S E L F .
I D O N ' T M I N D P A Y I N G , B U T I D O M I N D B E I N G P L A Y E D .
D O N ’ T B L O C K T H E E X I T .
S C O R E
A V E R A G E
A V E R A G E
8
6
6
9
7
8
7
6
7
7.1
customercode.com
123. And we encourage you to
do the same by filling out
your own report card.
124. N A M E : _ _ _ _ _ _ _ _ | G R A D E : _ _ | Y E A R : 2 0 1 8
S C O R E
A V E R A G E
A V E R A G E
customercode.com
E A R N M Y A T T E N T I O N , D O N ’ T S T E A L I T .
T R E A T M E L I K E A P E R S O N , N O T A P E R S O N A .
S O L V E F O R M Y S U C C E S S , N O T Y O U R S Y S T E M S .
U S E M Y D A T A , B U T D O N ’ T A B U S E I T .
A S K F O R F E E D B A C K , A N D A C T O N I T .
O W N Y O U R S C R E W - U P S .
H E L P M E H E L P Y O U , B Y H E L P I N G M Y S E L F .
I D O N ' T M I N D P A Y I N G , B U T I D O M I N D B E I N G P L A Y E D .
D O N ’ T B L O C K T H E E X I T .
125. N A M E : _ _ _ _ _ _ _ _ | G R A D E : _ _ | Y E A R : 2 0 1 8
E A R N M Y A T T E N T I O N , D O N ’ T S T E A L I T .
T R E A T M E L I K E A P E R S O N , N O T A P E R S O N A .
S O L V E F O R M Y S U C C E S S , N O T Y O U R S Y S T E M S .
U S E M Y D A T A , B U T D O N ’ T A B U S E I T .
A S K F O R F E E D B A C K , A N D A C T O N I T .
O W N Y O U R M I S T A K E S , D O N ’ T M A K E E X C U S E S .
H E L P M E , H E L P Y O U ( B Y H E L P I N G M Y S E L F ) .
M A K E Y O U R P R I C I N G T R A N S P A R E N T A N D F A I R .
D O N ’ T B L O C K T H E E X I T .
S C O R E
A V E R A G E
A V E R A G E
Download the template
at customercode.com
126. And please tell us what you think!
Share your report card or give us feedback
by emailing customercode@hubspot.com.
@dharmesh (one of our founders) reads every email.
Getting feedback is important,
remember?