Delighting Your Customers

Professor: Lindsay Thibeault

WHY IS
DELIGHT IMPORTANT?
You want to set
your compass on
the customer.
Pay attention to how their
behavior changes because that
will always trickle down to how
your strategy should evolve.
ALISON ELWORTHY
VP of Customer Success
HubSpot
Your current customer
base is your strongest
acquisition lever.
Retain and make as many
of your customers
successful as possible,
so that you can continue to
deliver value to them
throughout their lifecycle.
 25x
more expensive to acquire a new customer
than to keep an exisiting one.

SOURCE: HARVARD BUSINESS REVIEW

 Customers are in
control, so happy
customers are the
best way to grow
your business.
But the goal isn’t to not
lose customers, it’s to
make them successful.
BRIAN HALLIGAN
CEO & Co-Founder
HubSpot
Your customers are actually
your best channel to market.
A business’s reputation
is defined by its
customers’ experiences.
Now, buyers can see the truth and
technology enables that truth to spread.
Customers should have conversational,
contextual, and human interactions.
 You need a customer
service process that
puts people first.
Customer service has to be a team sport,
not siloed into one team and system.
HOW CAN YOU HELP
CUSTOMERS GROW?
Common Delight Terms

• Customer support

• Customer service

• Customer success
Common Delight Terms

• Customer support
Reacting to your customers'
needs. It's about being
• Customer service there for customers,
whatever they need and
whenever they need it.
• Customer success
Common Delight Terms

• Customer support
More proactive. It's about
you having something for
• Customer service the customer instead of a
customer saying that they
need something from you.
• Customer success
If your businesses can provide both
customer support and customer service
by engaging reactively and guiding
proactively, you’re in great shape.
Common Delight Terms

• Customer support
Initiated by the business.
Doing something that a
• Customer service customer might not have
even known they wanted
or needed.
• Customer success
 48%
of consumers think that businesses
they buy from prioritize their success.

SOURCE: HUBSPOT CUSTOMER SERVICE SURVEY, Q3 2017

Customer success is about
expanding value, for both
your customer and your
business, simultaneously.
EMPATHY
noun | em·pa·thy | ˈem-pə-thē

: the action of understanding, being aware of, being sensitive

to, and vicariously experiencing the feelings, thoughts, and
experience of another of either the past or present without
having the feelings, thoughts, and experience fully
communicated in an objectively explicit manner

SOURCE:MERRIAM-WEBSTER
MARK KILENS
VP of HubSpot Academy
HubSpot
 BUYER PERSONAS
Generalization of who you’d like your
customers to be, not your
real-life customers.
 BUYER PERSONAS CUSTOMERS
Generalization of who you’d like your Want to feel like an individual and
customers to be, not your treated like an individual, so use
real-life customers. available customer data.
ALISON ELWORTHY
VP of Customer Success
HubSpot
The best way to get
into your customer's
shoes is actually to
use the product or service
that you're selling.
That way you can really understand
and feel the experience.
VOICE OF THE CUSTOMER (VoC)
The process of listening to customer feedback about their
experience using a product or service, sharing results within the
organization, and interpreting feedback to improve customer
experience and retention.
It helps you visualize
the gap between your
customer expectation
from your brand and
their experience.
VoC helps:
• Increase customer retention

• Serve your customers with what they need

• Innovate on your products/services to better meet customer needs

• Evaluate new concepts, ideas, and solutions

VOICE OF THE
= FEEDBACK
CUSTOMER (VoC)
VOICE OF THE
= FEEDBACK
CUSTOMER (VoC)
Capturing the
voice of a
customer should
be data-driven.
At no point should you
make any assumptions.
THE VOICE OF THE CUSTOMER
1. Collect and listen to your customer’s feedback
Listening to your
customer is how
you’re going to
evolve your business.
MARK KILENS
VP of HubSpot Academy
HubSpot
Listening to hear your
customer is different
than listening to
understand your customer.
Active listening means that you’re fully
concentrating, comprehending, and
focusing on what is being said rather than
just passively 'hearing' the message.
How to collect customer feedback
• Email
How to collect customer feedback
• Email

• Surveys
NET PROMOTER SCORE (NPS)
A management tool that is used to measure the loyalty
of a company's customers.
“On a scale of 0 to 10, how likely are you
to recommend this product to a friend?”
“On a scale of 0 to 10, how likely are you
to recommend this product to a friend?”
• Promoters: customers who answered with 9 or 10

• Passives: customers who answered with 7 or 8

• Detractors: customers who answered with 0 through 6

• NPS = Promoter % - Detractor %

ALISON ELWORTHY
VP of Customer Success
HubSpot
How to collect customer feedback
• Email

• Surveys

• Customer satisfaction scores

How to collect customer feedback
• Email

• Surveys

• Customer satisfaction scores

• Transcripts from on-site live chat

ALISON ELWORTHY
VP of Customer Success
HubSpot
THE VOICE OF THE CUSTOMER
1. Collect and listen to your customer’s feedback

2. Categorize feedback
Categories for feedback
• Product/Service

• Customer service

• Marketing and sales

THE VOICE OF THE CUSTOMER
1. Collect and listen to your customer’s feedback

2. Categorize feedback

3. Share feedback with your company and follow up

Customer service is for your
entire organization.
MEGHAN ANDERSON
VP of Marketing
HubSpot
As a company, you really have to
align your entire company to have
a shared understanding of what's
going on with the customer.
Make sure that feedback
can get back to the
rest of your company.
All of your customer
feedback should be
documented and
easily accessible.
Send a company-wide
voice for the customer email.
ALISON ELWORTHY
VP of Customer Success
HubSpot
It's really important to
create a really strong
feedback loop between your
customers and how you're
generating new customers.
THE VOICE OF THE CUSTOMER
1. Collect and listen to your customer’s feedback

2. Categorize feedback

3. Share feedback with your company and follow up

ALISON ELWORTHY
VP of Customer Success
HubSpot
People who may be dissatisfied with a
product or plan to cancel need to
leave on good terms.
Customers are going to hit
some bumps along the road.

Those bumps are a great

learning opportunity for you
as a business, but also a
great way to re-engage and
really delight customers
when they are least
expecting it.
WHAT TOOLS CAN
BE USED FOR
CUSTOMER SUCCESS?
DHARMESH SHAH
CTO & Co-Founder
HubSpot
INBOUND
CUSTOMER SERVICE
The framework for engaging, guiding, and growing
your customers into your loyal advocates.
INBOUND SERVICE FRAMEWORK
1. Engage

2. Guide

3. Grow
INBOUND SERVICE FRAMEWORK
1. Engage

2. Guide

3. Grow
Engaging your
customers is just
the foundation.
Being there for your customers
when they need it, opening up
different channels for your
customers to connect with you, and
providing reactive customer support.
SUPPORT COMMUNICATION CHANNELS
• Email

• Live chat

• Phone

• Facebook

• Twitter
INBOUND SERVICE FRAMEWORK
1. Engage

2. Guide

3. Grow
Identify key
customer milestones
that result in value.
Think about content that your customers
will need at each of those milestones.
INBOUND SERVICE FRAMEWORK
1. Engage

2. Guide

3. Grow
Respond to their sentiments and all customer
feedback in a personal, human way.
Digest trends and make improvements
to your customer experience.
Identify your advocates.
Using an NPS survey can
help you pinpoint potential
advocates and turn your client
feedback channel into a
referral growth engine.
To really celebrate your
promoters, offer a
referral incentive to your
customers where they
can gain some sort of
incentive for referring
their network.
INBOUND SERVICE FRAMEWORK
1. Engage engage your customers in the way they want to be engaged

2. Guide guide them to the most out of your products or services

3. Grow grow a relationship that is mutualli beneficial

THANK YOU.