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
John Kelleher,
not on behalf of HubSpot, Inc.
HubSpot General
Counsel
Introducing Emily
Introducing Emily

2010-2012
Inbound
Marketing
Consultant
Introducing Emily

2012-2015
Enterprise
Programs

2010-2012
Inbound
Marketing
Consultant
Introducing Emily

2012-2015
Enterprise
Programs

2010-2012 2015+
Inbound Free & Starter
Marketing Programs
Consultant
Meet George
HubSpot customer since 2010
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
Myth!
completely by
ourselves.”
 Doing it all yourself is expensive

41%
of HubSpot support cases
90K
tickets submitted
$7MM
of support costs
tagged “resolved with
documented solution”
 Customers want to learn from each other-
not just from you

20K
paying customers have
75%
of questions were posted
77%
of solutions on HubSpot
interacted with HubSpot by customers wanting help Community were authored
Community in 2018 from other customers by 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.
Identify places where your support team
is doing something they don’t need to
be doing.
 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
Network Effects

Increasing value
Components of the Network
Who & what is a part of the network?

Components
Components of the Network
Who & what is a part of the network?

Customers Components
seeking
support
Components of the Network
Who & what is a part of the network?

Customers
providing
support

Customers Components
seeking
support
Certification

● Same training as internal

employees
● Exams and practical exercises
● Forum participation
Components of the Network
Who & what is a part of the network?

Customers
providing
support

Customers Components
seeking
support
Components of the Network
Who & what is a part of the network?

Ticketing
system

Customers
providing
support

Customers Components
seeking
support
Components of the Network
Who & what is a part of the network?

Ticket
value
Ticketing
system

Customers
providing
support

Customers Components
seeking
support
Components of the Network
Who & what is a part of the network?

Ticket
value
Ticketing
system
Transaction
system
Customers
providing
support

Customers Components
seeking
support
Compensation

● Value or dollar amount

● Start small -- per ticket, with
monthly payout
● Minimum ticket requirement
● Sliding scale
Components of the Network
Who & what is a part of the network?

Ticket
value
Ticketing
system
Transaction
system
Customers
providing
support

Customers Components
seeking
support
Components of the Network
Who & what is a part of the network?

Ticket
value
Ticketing
system
Transaction
system
Customers
providing Quality
support assurance

Customers Components
seeking
support
Components of the Network
Who & what is a part of the network?

Ticket
value
Ticketing
system
Transaction
system
Customers
providing Quality
support assurance

Customers Components
seeking Standards and
oversight
support
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?

Features

Channels
Features of the Network
What does the network need to be able to support?

Email
Features

Channels
Phone
(Inbound/
callback)

Chat
1-on-1
meeting
Features of the Network
What does the network need to be able to support?

Real-time
conversation
Email
Features

Channels
Phone
(Inbound/
callback)

Chat
1-on-1
meeting
Features of the Network
What does the network need to be able to support?

Real-time
conversation
Email
Features

Channels
Phone
(Inbound/
callback) Multiple
languages &
time zones

Chat
1-on-1
meeting
Features of the Network
What does the network need to be able to support?

Real-time
conversation
Email
Features

Channels
Phone
(Inbound/
callback) Multiple
languages &
time zones

Chat
Static
1-on-1 resource
meeting library
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