7. @HubSpot
Source: HubSpot Research
How important is an immediate response
when you need support?
Very Important
Important
Neutral
Unimportant
Very Unimportant
57%
33%
8%
1%
1%
They’re less patient.
90% of consumers expect an
immediate response from
customer service representatives.
8. @HubSpot
They’re skeptical.
Who do you consider to be trustworthy?
Base: 928 Global respondents (up to 3 selections accepted)
Source: HubSpot Global Jobs Poll Q2 2016
Doctor
Firefighter
Teacher
Nurse
Dentist
Accountant
Lawyer
Professional musician
Software developer
Journalist
Barista
Services/customer service
Professional athlete
Investment banker
Salesperson
Marketer
Stockbroker
Cars salesman
Politician
Lobbyist
49%
48%
38%
36%
19%
12%
12%
10%
9%
5%
5%
4%
4%
3%
3%
3%
2%
1%
1%
1%
9. @HubSpot
Word of mouth (friends,social media) referrals
Customer references
Media articles
Vendor-authored materials (eBooks,blog posts,whitepapers,case studies
Analyst reports/ recommendations (Gartner,Forrester)
Crowdsourced review sites (Quora,G2 Crowd,TrustRadius)
Salesperson
55%
46%
38%
38%
34%
27%
22%
Businesses report that word-of-mouth is their single best source of referrals.
What sources of information do you rely on when making purchase decisions for business software?
77% of consumers have shared positive experiences
Source: HubSpot Research
35. C U S T O M E R
Customer First
Trendy Truthy
Customer-Eventually
C U S T O M E R
36. of buyers would spend
more because of excellent
customer service.90%
37. So we decided to take a hard look
at ourselves, we asked some
tough questions, and we talked to
the people who matter most…
HubSpot Research
38. 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.
HubSpot Research
39. We talked with thousands of them.
And we captured what we learned.
HubSpot Research
41. 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
48. If a company you regularly buy from made a mistake, but apologised and
made it right, would you continue to buy from them?
4%96%
YES NO
HubSpot Research
49. I don’t mind paying,
but I do mind being
played.
53. 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
54. $“ 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.
58. N A M E : _ _ _ _ _ _ _ _ | Y E A R :
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
CustomerCode.com
59. N A M E : HubSpot | 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
8
6
6
9
7
8
7
6
7
7 . 1
CustomerCode.com
69. If you ignore your customers,
your business will suffer.
70. #DigiCon2019 | @HubSpot
KEY TAKEAWAYS
3
Look for
opportunity to
apply more
force
4
Try to reduce
friction
wherever
possible
1
The funnel is
dead
2
The flywheel
is the new
way to grow
The Four Fs
71. @HubSpot
Stop thinking about your business as a funnel,
and start thinking about it as a flywheel and you
will make different decisions.