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THE
C U STO M ER CO D E
customercode.com
IV
Years ago, in a presentation about the
kind of company we wanted HubSpot
to be, we asked our employees to
solve for the customer.
That meant placing their customer
ahead of their team…
1
2
3
That meant placing their customer
ahead of their team and their team
ahead of themselves.
1
2
3
We were serious about it too.
We had it painted on our walls.
Pretty cool, right?
And we included it in adefining
document about our culture.
PowerPoint SlideShare
SFTC.
SOLVE FOR THE CUSTOMER.
We don’t want to satisfy them,
we want to delightthem.
Our goal is to help them succeed.
It got a lot of people’sattention.
4+
millio
n
views
CultureCode.com
But we didn’t always get
solve for the customer
right.
And we aren’t the only ones.
C U ST O M ER
Many businesses say
they’re “customer first.”
But often they’re really
“customer eventually.”
C U ST O M ER
Some say they’re
“customer obsessed.”
But they’re really
“self
obsessed.”
They talk the talk,
They talk the talk,
but don’t always walk the walk.
HubSpot isn’t without fault
WE-A-CULPA TOO.
But we knew it was time for achange.
PowerPoint SlideShare
Businesses report that
WORD-OF
-MOUTH
is their single biggest source of referrals.
of buyers would spend
more because of excellent
customer service.
90%
So we decided to take a hard look
at ourselves, we asked some
tough questions, and we talked to
the people who matter most…
So we decided to take a hard look
at ourselves, we asked some
tough questions, and we talked to
the people who matter most —
C
U
S
T
OMERS.
We talked with thousands of
them.
And we captured what we learned.
In a document we call…
The Customer Code.
We’reknown for our
creative naming.
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,
OW N YOUR
SCREW-UPS.
I DON'T M IND PAYING,
BUT I DO M IND
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
Earn my attention,
don’t steal it.
#1
Your time is precious.
So is your customer’s.
As you learned growing up,
if you don’t have something
valuable to say…
As you learned growing up,
if you don’t have something
valuable to say…
DON’TS
A
YANYTHINGA
TALL.
IS NOW A GOOD TIMETO
TELL YOU ABOUT OURMARKET-LEADING…
customercode.com
customercode.com
Treat me like a
person, not a
persona.
#2
It’s fine to market to apersona,
But you build relationships with aperson.
A person with fears, hopes, and
dreams.
A person with fears, hopes, and
dreams.
A person with fears, hopes, and dreams.
A person with a life.
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.
So be prepared to interact with customers
how, when, and where they want.
And if you can’t chat directly,
get a bot to help out.
Solve for my
success, not
your systems.
#3
Don’t make your process
your customer’s
problem.
Customers don’t care about
your carefully crafted, magical
“BUYER’SJOURNEY.”
customercode.com
And they definitely don’t careabout
Y
O
U
RDEPARTMENTS.
ortheirdysfunctions
They just want you to solve
their problem — and
quickly.
Use my data,
but don’t abuse it.
#4
It’s hard to have a
relationship with a person
who doesn’t remember your
name.
?
customercode.com
Customers shouldn’t have to
repeat their entire history every
time they interact with you.
customercode.com
They expect you to use their
data to create helpful,
personalized experiences.
But don’t abuse
it.
Your relationship will never recover.
Ask for feedback,
and act on it.
#5
The absence of a complaint
is not a compliment...
Especially if you aren’t
listening for either.
No one knows your customer experience
better than your customers.
So ask them how you can improve…
So ask them how you can improve
—
ANDDOSOMETHINGABOUTIT.
Own your
screw-ups.
#6
Everyone makes mistakes.
It’s part of life.
It’s how you deal with them that sets you apart.
Everyone makes mistakes.
It’s part of life.
Say you’re sorry, be
sorry, and make it
better.
Like KFC.
They may have runout
of chicken, but they
didn't chicken out of
apologizing.
Your customers will appreciate it.
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
Help me help you,
by helping myself.
#7
customercode.com
You know who really knows how to
solve for your customers’ needs?
Y
O
U
RC
U
S
T
O
M
E
R
S
Give them ways to
answer their own
questions…
?
? ?
Give them ways to
answer their own questions
and solve their own
problems.
They’ll call you, beep you,
if they want to reachyou.
I don’t mind paying,
but I do mind being
played.
#8
customercode.com
Customers shouldn’t need a
math degree to figure out
what they’ll pay.
customercode.com
When we asked buyers if
confusing pricing would
keep them from making a
purchase, 69% said yes.
No
31%
Yes
69%
Thepeoplewhoanswered "No"must
really enjoy hide-and-seek ¯_(ツ)_/¯
HubSpot Research
INVOICE
“ 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 HI 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
$
That means invoices like this no longer
fly with today’s customers.
Keep your pricing and discounts
open, clear, and fair.
Keep your pricing and discounts
open, clear, and fair.
Keep your pricing and discounts
open, clear, and fair.
Don’t block
the exit.
#9
customercode.com
If you can make a purchase
with one click …
* H U B S P OT D O E S N O T H A V E A PA T E N T O N T H I S
You should be able to
cancel
that purchase with one click.
It’s not just the right thing to do…
It’s not just the right thing to do
—
IT’SB
E
T
T
E
RF
O
RBUSINESS.
of consumers are more
likely to buy if acompany
makes it easy and simple
to cancel.
HubSpot Research
89%
So don’t do this…
PowerPoint SlideShare
If a customer’s meant to be,
they’ll be. If they’re not,
let them be.
But most importantly…
#10
Do the right thing.
Do the right thing,
even when it’s hard.
#10
#10
Do the right thing,
even when it’s hard.
Especially whenit’s hard
It’s not just nice to do.
It’ll define your
destiny.
It’s not just nice to do.
It’ll define your
destiny.
Because your relationship with your
customers doesn’t s
S
t
T
O
o
P
pthe moment you
make a sale.
Purchase Stop
Customer Experience
It begins the moment a customer discovers
your brand, and it never ends.
First contact Purchase Stop
Customer Experience
If you ignore your
customers, your business
will suffer.
It's no longer enough to grow…
It's no longer enough to grow
—
W
EN
E
E
DT
OG
R
O
WB
E
T
T
E
R
.
PowerPoint SlideShare
Growing better is never forgetting
to solve for the customer.
It's placing long-term
relationships ahead
of short-term results.
It’s more than what you sell;
it's whether your succeed.
So to all of our
customers, we hear
you loud and
clear.
We promise to abide by these tenets.
We promise to create
a culture that puts customers
first,
We promise to create
a culture that puts customers first,
an experience that customers
love,
We promise to create
a culture that puts customers first,
an experience that customers love,
and technology that customers
value.
And we promise to hold ourselves
accountable by grading ourselves
against these tenets every year.
N A M E : H U B S P O T | Y E A R :2 0 18
S C O R E
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 . 8
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 . 6
S O LV E F O R M Y S U C C E S S , N O T Y O U R SY ST E MS . 6
U S E M Y D A T A , B U T D O N ’ T A B U S E I T . 9
A S K F O R F E E D B A CK , A N D A C T O N I T . 7
O W N Y O U R SC REW - U PS . 8
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 . 7
I D O N ' T M I N D PA 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 . 6
D O N ’ T B L O C K T H E E X I T . 7
customercode.com A V ER A G E 7.1
N A M E :H U BS P O T | Y E A R :2 0 18
E A R N M Y A T T E N T I O N , D O N ’ T S T EA L I T.
T R E AT M E L I K E A P E R S O N , N O T A P E R S O NA .
S O LV E F O R M Y S U C C E S S , N O T Y O U R SY ST E MS .
U S E M Y D A TA , B U T D O N ’ T A B U S E I T .
A S K F O R F E E D BA CK , A N D A C T O N I T.
O W N Y O U R SC REW - U PS .
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 LF .
I D O N ' T M I N D PA Y I N G , B U T I D O M I N D B E I N G P LAY 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 ERA G E
8
6
6
9
7
8
7
6
7
7.1
customercode.com
And we encourage you to
do the same by filling out
your own report card.
N A M E : _ _ _ _ _ _ _ _ | G R A D E : _ _ | Y E A R :2 0 18
S C O R E
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 LV E F O R M Y S U C C E S S , N O T Y O U R SY ST E MS .
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 CK , A N D A C T O N I T .
O W N Y O U R SC REW - U PS .
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 PA 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 .
customercode.com A V ER A G E
N A M E : _ _ _ _ _ _ _ _ | G R A D E : _ _ | Y E A R :2 0 18
S C O R E
E A R N M Y A T T E N T I O N , D O N ’ T S T EA L I T.
T R E AT M E L I K E A P E R S O N , N O T A P E R S O NA .
S O L V E F O R M Y S U C C E S S , N O T Y O U R SY ST E MS .
U S E M Y D A TA , B U T D O N ’ T A B U S E I T.
A S K F O R F E E D BA CK , A N D A C T O N I T .
O W N Y O U R M I S TA K ES , D O N ’ T M A K E EX C U SES.
H E L P M E , H E L P Y O U ( B Y H E L P I N G M Y SELF).
MA K E Y O U R P R I C I N G T RAN S PA R E N T A N D FAI R .
D O N ’ T B L O C K T H E E X I T .
A V ERA G E
Download thetemplate
at customercode.com
And please tell us what you think!
Share your report card or give us feedback
by emailing customercode@hubspot.com.
Getting feedback is important,
remember?
@dharmesh (one of our founders) reads every email.
Because when our customers succeed,
we do too.
Let's all grow better, together.
,

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PowerPoint SlideShare

  • 1. THE C U STO M ER CO D E customercode.com IV
  • 2. Years ago, in a presentation about the kind of company we wanted HubSpot to be, we asked our employees to solve for the customer.
  • 3. That meant placing their customer ahead of their team… 1 2 3
  • 4. That meant placing their customer ahead of their team and their team ahead of themselves. 1 2 3
  • 5. We were serious about it too. We had it painted on our walls.
  • 7. And we included it in adefining document about our culture.
  • 9. SFTC. SOLVE FOR THE CUSTOMER. We don’t want to satisfy them, we want to delightthem. Our goal is to help them succeed.
  • 10. It got a lot of people’sattention.
  • 12. But we didn’t always get solve for the customer right.
  • 13. And we aren’t the only ones.
  • 14. C U ST O M ER Many businesses say they’re “customer first.”
  • 15. But often they’re really “customer eventually.” C U ST O M ER
  • 18. They talk the talk,
  • 19. They talk the talk, but don’t always walk the walk.
  • 20. HubSpot isn’t without fault WE-A-CULPA TOO.
  • 21. But we knew it was time for achange.
  • 23. Businesses report that WORD-OF -MOUTH is their single biggest source of referrals.
  • 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 — C U S T OMERS.
  • 27. We talked with thousands of them. And we captured what we learned.
  • 28. In a document we call… The Customer Code. We’reknown 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, OW N YOUR SCREW-UPS. I DON'T M IND PAYING, BUT I DO M IND 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
  • 31. Your time is precious.
  • 32. So is your customer’s.
  • 33. As you learned growing up, if you don’t have something valuable to say…
  • 34. As you learned growing up, if you don’t have something valuable to say… DON’TS A YANYTHINGA TALL.
  • 35. IS NOW A GOOD TIMETO TELL YOU ABOUT OURMARKET-LEADING… customercode.com
  • 37. Treat me like a person, not a persona. #2
  • 38. It’s fine to market to apersona, But you build relationships with aperson.
  • 39. A person with fears, hopes, and dreams.
  • 40. A person with fears, hopes, and dreams.
  • 41. A person with fears, hopes, and dreams.
  • 42. A person with a life.
  • 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.
  • 46. Solve for my success, not your systems. #3
  • 47. Don’t make your process your customer’s problem.
  • 48. Customers don’t care about your carefully crafted, magical “BUYER’SJOURNEY.”
  • 50. And they definitely don’t careabout Y O U RDEPARTMENTS. ortheirdysfunctions
  • 51. They just want you to solve their problem — and quickly.
  • 52. Use my data, but don’t abuse it. #4
  • 53. It’s hard to have a relationship with a person who doesn’t remember your name. ?
  • 55. Customers shouldn’t have to repeat their entire history every time they interact with you.
  • 57. They expect you to use their data to create helpful, personalized experiences.
  • 58. But don’t abuse it. Your relationship will never recover.
  • 59. Ask for feedback, and act on it. #5
  • 60. The absence of a complaint is not a compliment...
  • 61. Especially if you aren’t listening for either.
  • 62. No one knows your customer experience better than your customers.
  • 63. So ask them how you can improve…
  • 64. So ask them how you can improve — ANDDOSOMETHINGABOUTIT.
  • 67. It’s how you deal with them that sets you apart. Everyone makes mistakes. It’s part of life.
  • 68. Say you’re sorry, be sorry, and make it better.
  • 69. Like KFC. They may have runout of chicken, but they didn't chicken out of apologizing.
  • 70. Your customers will appreciate it.
  • 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
  • 72. Help me help you, by helping myself. #7
  • 74. You know who really knows how to solve for your customers’ needs?
  • 76. Give them ways to answer their own questions… ? ? ?
  • 77. Give them ways to answer their own questions and solve their own problems.
  • 78. They’ll call you, beep you, if they want to reachyou.
  • 79. I don’t mind paying, but I do mind being played. #8
  • 81. Customers shouldn’t need a math degree to figure out what they’ll pay.
  • 83. When we asked buyers if confusing pricing would keep them from making a purchase, 69% said yes. No 31% Yes 69% Thepeoplewhoanswered "No"must really enjoy hide-and-seek ¯_(ツ)_/¯ HubSpot Research
  • 84. INVOICE “ 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 HI 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 $ That means invoices like this no longer fly with today’s customers.
  • 85. Keep your pricing and discounts open, clear, and fair.
  • 86. Keep your pricing and discounts open, clear, and fair.
  • 87. Keep your pricing and discounts open, clear, and fair.
  • 90. If you can make a purchase with one click …
  • 91. * H U B S P OT D O E S N O T H A V E A PA T E N T O N T H I S You should be able to cancel that purchase with one click.
  • 92. It’s not just the right thing to do…
  • 93. It’s not just the right thing to do — IT’SB E T T E RF O RBUSINESS.
  • 94. of consumers are more likely to buy if acompany makes it easy and simple to cancel. HubSpot Research 89%
  • 95. So don’t do this…
  • 97. If a customer’s meant to be, they’ll be. If they’re not, let them be.
  • 100. Do the right thing, even when it’s hard. #10
  • 101. #10 Do the right thing, even when it’s hard. Especially whenit’s hard
  • 102. It’s not just nice to do. It’ll define your destiny.
  • 103. It’s not just nice to do. It’ll define your destiny.
  • 104. Because your relationship with your customers doesn’t s S t T O o P pthe moment you make a sale.
  • 106. It begins the moment a customer discovers your brand, and it never ends.
  • 107. First contact Purchase Stop Customer Experience
  • 108. If you ignore your customers, your business will suffer.
  • 109. It's no longer enough to grow…
  • 110. It's no longer enough to grow — W EN E E DT OG R O WB E T T E R .
  • 112. Growing better is never forgetting to solve for the customer.
  • 113. It's placing long-term relationships ahead of short-term results.
  • 114. It’s more than what you sell; it's whether your succeed.
  • 115. So to all of our customers, we hear you loud and clear.
  • 116. We promise to abide by these tenets.
  • 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 18 S C O R E 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 . 8 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 . 6 S O LV E F O R M Y S U C C E S S , N O T Y O U R SY ST E MS . 6 U S E M Y D A T A , B U T D O N ’ T A B U S E I T . 9 A S K F O R F E E D B A CK , A N D A C T O N I T . 7 O W N Y O U R SC REW - U PS . 8 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 . 7 I D O N ' T M I N D PA 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 . 6 D O N ’ T B L O C K T H E E X I T . 7 customercode.com A V ER A G E 7.1
  • 122. N A M E :H U BS P O T | Y E A R :2 0 18 E A R N M Y A T T E N T I O N , D O N ’ T S T EA L I T. T R E AT M E L I K E A P E R S O N , N O T A P E R S O NA . S O LV E F O R M Y S U C C E S S , N O T Y O U R SY ST E MS . U S E M Y D A TA , B U T D O N ’ T A B U S E I T . A S K F O R F E E D BA CK , A N D A C T O N I T. O W N Y O U R SC REW - U PS . 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 LF . I D O N ' T M I N D PA Y I N G , B U T I D O M I N D B E I N G P LAY 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 ERA 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 18 S C O R E 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 LV E F O R M Y S U C C E S S , N O T Y O U R SY ST E MS . 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 CK , A N D A C T O N I T . O W N Y O U R SC REW - U PS . 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 PA 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 . customercode.com A V ER A G E
  • 125. N A M E : _ _ _ _ _ _ _ _ | G R A D E : _ _ | Y E A R :2 0 18 S C O R E E A R N M Y A T T E N T I O N , D O N ’ T S T EA L I T. T R E AT M E L I K E A P E R S O N , N O T A P E R S O NA . S O L V E F O R M Y S U C C E S S , N O T Y O U R SY ST E MS . U S E M Y D A TA , B U T D O N ’ T A B U S E I T. A S K F O R F E E D BA CK , A N D A C T O N I T . O W N Y O U R M I S TA K ES , D O N ’ T M A K E EX C U SES. H E L P M E , H E L P Y O U ( B Y H E L P I N G M Y SELF). MA K E Y O U R P R I C I N G T RAN S PA R E N T A N D FAI R . D O N ’ T B L O C K T H E E X I T . A V ERA G E Download thetemplate at customercode.com
  • 126. And please tell us what you think! Share your report card or give us feedback by emailing customercode@hubspot.com. Getting feedback is important, remember? @dharmesh (one of our founders) reads every email.
  • 127. Because when our customers succeed, we do too.
  • 128. Let's all grow better, together. ,