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Why Your Customers
Are Their Own Best
Support Team
And now a note from our legal department:
The content in this presentation does not reflect
HubSpot's past or future performance, nor should it
be interpreted to suggest present or future software
development. Any people, places, or events
portrayed in this presentation are my own views and
not on behalf of HubSpot, Inc.
John Kelleher,
HubSpot General
Counsel
Introducing Emily
Introducing Emily
2010-2012
Inbound
Marketing
Consultant
Introducing Emily
2010-2012
Inbound
Marketing
Consultant
2012-2015
Enterprise
Programs
Introducing Emily
2010-2012
Inbound
Marketing
Consultant
2012-2015
Enterprise
Programs
2015+
Free & Starter
Programs
Meet George
HubSpot customer since 2010
Why Your Customers Are Their Own Best Support Team
The best way to do
customer service is to
empower your customers
to serve themselves.
Support in
2010
A machine with
no growth
potential
Support in
2020
A growth engine
you invest in
“We have to solve
customer problems
completely by
ourselves.”
“We have to solve
customer problems
completely by
ourselves.”
Myth!
41%of HubSpot support cases
tagged “resolved with
documented solution”
90Ktickets submitted
$7MMof support costs
Doing it all yourself is expensive
77%of solutions on HubSpot
Community were authored
by other customers
Customers want to learn from each other-
not just from you
20Kpaying customers have
interacted with HubSpot
Community in 2018
75%of questions were posted
by customers wanting help
from other customers
Friction leads to unhappy customers
Net Promoter, Net Promoter System, Net Promoter Score, NPS and the NPS-related emoticons are registered
trademarks of Bain & Company, Inc., Fred Reichheld and Satmetrix Systems, Inc.
To better serve your
customers, remove any
friction that’s in the way
of them getting help
To learn more about
customer service best
practices, click here.
Why Your Customers Are Their Own Best Support Team
Identify places where your support team
is doing something they don’t need to
be doing.
Why Your Customers Are Their Own Best Support Team
Why Your Customers Are Their Own Best Support Team
Why Your Customers Are Their Own Best Support Team
You can create
content once, and it
can be used by
customers forever.
FAQ Page
● 10 -15 most commonly
asked questions
● Perfect for email
signatures, OOO
replies, etc.
Knowledge Base
● More comprehensive
than FAQ page
● Database of content
● Share links to articles in
customer responses
User Guides & Tutorials
● Demos
● Videos
● Certifications
● User Guides
● Case Studies
Community Forum
● Message threads
● Interactive
● Customer helping customers
Community Forum
“We are constantly pulling in other
community contributors to help solve
problems to a topic that might not
be in our own knowledge
wheelhouse. We care about the
culture and helping our fellow
HubSpotters.” – Tim Joyce, HubSpot
Community member
Why Your Customers Are Their Own Best Support Team
Network Effects
Increasing value
Components
Components of the Network
Who & what is a part of the network?
ComponentsCustomers
seeking
support
Components of the Network
Who & what is a part of the network?
ComponentsCustomers
seeking
support
Customers
providing
support
Components of the Network
Who & what is a part of the network?
Certification
● Same training as internal
employees
● Exams and practical exercises
● Forum participation
ComponentsCustomers
seeking
support
Customers
providing
support
Components of the Network
Who & what is a part of the network?
ComponentsCustomers
seeking
support
Customers
providing
support
Ticketing
system
Components of the Network
Who & what is a part of the network?
ComponentsCustomers
seeking
support
Customers
providing
support
Ticketing
system
Ticket
value
Components of the Network
Who & what is a part of the network?
ComponentsCustomers
seeking
support
Customers
providing
support
Ticketing
system
Ticket
value
Transaction
system
Components of the Network
Who & what is a part of the network?
Compensation
● Value or dollar amount
● Start small -- per ticket, with
monthly payout
● Minimum ticket requirement
● Sliding scale
ComponentsCustomers
seeking
support
Customers
providing
support
Transaction
system
Ticket
value
Ticketing
system
Components of the Network
Who & what is a part of the network?
ComponentsCustomers
seeking
support
Customers
providing
support
Quality
assurance
Transaction
system
Ticket
value
Ticketing
system
Components of the Network
Who & what is a part of the network?
ComponentsCustomers
seeking
support
Customers
providing
support
Quality
assurance
Standards and
oversight
Transaction
system
Ticket
value
Ticketing
system
Components of the Network
Who & what is a part of the network?
Quality Control
● Two-way reviews
● Post-ticket NPS
● Monitoring system
● Troubleshooting tools
Features of the Network
What does the network need to be able to support?
Features
Features of the Network
What does the network need to be able to support?
Channels
Features
Features of the Network
What does the network need to be able to support?
Channels
1-on-1
meeting
Chat
Email
Phone
(Inbound/
callback)
Channels
Features
Features of the Network
What does the network need to be able to support?
Channels
1-on-1
meeting
Chat
Email
Phone
(Inbound/
callback)
Real-time
conversation
Features
Features of the Network
What does the network need to be able to support?
Channels
1-on-1
meeting
Chat
Email
Phone
(Inbound/
callback) Multiple
languages &
time zones
Real-time
conversation
Features
Features of the Network
What does the network need to be able to support?
1-on-1
meeting
Chat
Email
Phone
(Inbound/
callback)
Static
resource
library
Real-time
conversation
Multiple
languages &
time zones
Channels
Features
Promotion & Awareness -
Those Needing Help
● On all of your content
● Within the product
● During onboarding
Promotion & Awareness -
Those Who are Helping
● Product power users
● Active Community participants
● Ask as soon as they’ve had a
delight experience
● Partners (lead source)
Internal Rollout
Internal Rollout
● Option One: Buy or Acquire
the Technology
Internal Rollout
● Option One: Buy or Acquire
the Technology
● Option Two: An Experienced
New Hire
Internal Rollout
● Option One: Buy or Acquire
the Technology
● Option Two: An Experienced
New Hire
● Option Three: Build the
System Internally
Why Your Customers Are Their Own Best Support Team
Why Your Customers Are Their Own Best Support Team
Why Your Customers Are Their Own Best Support Team
Why Your Customers Are Their Own Best Support Team
Why Your Customers Are Their Own Best Support Team
Why Your Customers Are Their Own Best Support Team

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Why Your Customers Are Their Own Best Support Team