Using HubSpot to
Delight Customers
into Advocates
DFW HUG | May 28, 2021

Is this thing on? Are we
recording?

Light up the
chat!

Agenda
1. Meet Christina + Her Mentors
2. Remarkable Customer Service Is No Longer an Option
3. Strategies to Improve Customer Service + Delight Your Customers
4. Creating a Feedback + Advocacy Program
5. Pulling It All Together

TODAY’S GOAL
To understand the importance of getting customer service
right (even when the customer isn’t).
To learn strategies and best practices for delivering
remarkable customer service, how to create a feedback
and advocacy program and how putting the customer first
helps turn customers into advocates.

Meet Christina +
Her Mentors

Christina
Bockisch
Blogger. Poet. Ravenclaw. INFJ. Mud Runner. Mental Health
Advocate. Dog Mom x3 (and Best Zoom Co-Host Winners). 2020
Global Customer Success Top Performer.
Inbound Consultant at HubSpot
Meet the Speaker

Meet the Mentors
Hendrix
• Service dog
• Hufflepup
• Frequent visitor to HQ (and
well-loved by the Pro
Services team)
Canine Executive
Officer (CEO)
Khaleesi
• Resident trouble-maker
• 100% lives up to her name
• Never would’ve gotten into
Hogwarts (but if she did,
she’d be a Slytherin)
Growth
Barketer
Benny
• Gryffindog
• Loves the camera and
being in the Zoom spotlight
• Gives his bark of approval
during my consulting calls
Emotional Support
Specialist

Fun Fact: I met Kady at INBOUND 2019!

Remarkable
Customer Service Is
No Longer an Option

Unhappy customers leave
Here’s a known but unspoken fact: The customer isn’t
always right.
(Yes, as someone in customer success, I said it.)
But you still need to get customer service right – even
when the customer isn’t

Unhappy customers tell everyone
● We know unhappy customers leave and tell their friends, family,
colleagues and the entire internet about about their bad
experiences with a company.
● And we know if we don’t do something about it, things will only
get worse.

So why aren’t companies doing more?
● Still, many companies still don’t do enough to intentionally and
proactively delight their customers – not just because of the
benefits of turning a customer into an advocate.
● But also because it’s the right thing to do.

Customer Service Statistics to Know

58% of American
consumers will
switch companies
because of poor
customer service.
Source: Microsoft

After more than one
bad experience, around
80% of consumers say
they would rather do
business with a
competitor.
Source: Zendesk

If the company’s
customer service is
excellent, 78% of
consumers will do
business with a
company again after a
mistake.
Source: Salesforce Resesarch

Consequences of Poor Customer Service

Poor customers service can cause:
● Damage to your business’s reputation
● Loss of trust and loyalty from customers
● Leads that don’t covert
● Increased customer churn
● Decreased customer lifetime value (CLV)
● Loss of revenue
● Losing your best employees

Delight and The Flywheel

Customer delight + the flywheel
Customer service is important, and a poor customer
experience can have a significant negative impact on
your business.
How does this all tie back to what we know about
inbound and the flywheel?

Quick overview of the flywheel
● The flywheel is a model that explains the momentum you gain
when you align your entire organization around delivering a
remarkable customer experience.
● The three stages are: Attract, Engage, Delight
● The goal is to increase force and decrease friction to turn
customers into advocates

Delight
● Delight is the most important and yet most overlooked stage of
the flywheel.
● In the delight stage, you help, support, and empower customers
to reach their goals.
● When put customers at the center of everything you do, you’ll be
able to increase force, decrease friction and create customers
that want to tell everyone about your business

Strategies to Improve
Customer Service +
Delight Your
Customers

Regularly Ask for Feedback

Ask for feedback
● Survey fatigue is real.
● Don’t just ask for feedback for the sake of doing so.
● Make sure there’s a purpose behind it and that you’re asking for
feedback at the right times.

You can do this by:
● Identifying major customer milestones like:
○ After making a purchase
○ Throughout customer onboarding
○ While working with a member of your customer success team
○ When a new user starts using your product (common for B2B SaaS
companies)
○ When a customer churns
● Identifying other situations when you’d want feedback,
including:
○ After a customer contacts Support
○ After an event you hosted
○ When health score drops below a certain threshold

How to receive feedback
● Feedback surveys
○ Net Promoter Score (NPS): Tracks how likely your customers are
to recommend your company to other people.
○ Customer Satisfaction (CSAT): Tells you how satisfied a customer
is with a product, service, or experience. It measures how a
customer feels about a brand interaction.
○ Customer Effort Score (CES): Measures the ease of a user's
interaction with your business
○ Custom surveys
● Informal check-ins (temperature checks)
○ Great for customer-facing teams
○ Conversation is informal and open-ended, giving customers the
opportunity to talk about whatever is on their mind

HubSpot tools you can use
● Feedback surveys
● Email
● Forms
● Landing pages
● Workflows
● Templates
● Sequences

Take Action + Implement Feedback

Implement the feedback you receive
● Not enough to just ask for feedback – you need to take action on
the feedback you receive
● Use automation within Feedback Surveys tool to create
workflows to follow-up after someone fills out a survey based on
their response
● 1:1 follow-up is important too
○ If they had a poor experience, find ways to improve their experience
now – and to improve the overall experience you’re providing to all
customers
○ Understanding what led to a positive experience is helpful too

Making changes
● The more feedback you get, the more you’ll learn. Take the
feedback you get seriously, and identify areas of improvement
● Look at trends within the feedback, and create a roadmap for
changes to make, timeline, resources, etc.

HubSpot tools you can use
● Feedback survey automation
● Forms
● Landing pages
● Templates
● Sequences
● Reporting

Engage with your customers

Engagement strategies
● General: Stay in touch with your customers. Let them know
what’s going on with your product and company. Keep them
informed. Share success stories or case studies.
● Customer Success: Check in with customers who might need
extra help or support.
● Marketing: Interact with customers on social media
● Sales reps: Keep an open line of communication

HubSpot tools you can use
● Email
● Workflows
● Templates
● Sequences
● Social media
● Chatflows
● Landing pages
● Blogs

Help your customers how they want to be helped

Give people options
● Every customer prefers to get help in a different way, so provide
them with options like.
● Self-service options like:
○ Knowledge Base
○ Chatbot
● Human interactions:
○ Phone support
○ Submitting a web ticket
○ Live chat
○ Email
○ Facebook Messenger

HubSpot tools you can use
● Chatflows
○ Live chat
○ Chatbots
○ Facebook Messenger
● Knowledge Base
● Tickets
● Social media

Focus on more than just short-term needs

Focus on more than the short-term
● When a customer reaches out with an issue, your immediate
priority should be solving that problem.
● However, it’s also an opportunity to identify any bigger issues or
opportunities you see for that customer.
● Take a few minutes to understand their issues, challenges and
frustrations, and identify what you can do to help them.

Focus on more than the short-term
● By doing this, you’ll have much more valuable conversations with
them and gain valuable insights into how you can solve for long-
term customer pain points and needs

Creating a Feedback
& Advocacy Program

Going back to the flywheel
We know that force speeds up your flywheel and friction
slows it down.
So, where does feedback and advocacy come into
play?

Use feedback to
reduce friction.
Use advocacy to
increase force.

How to Create a Feedback + Advocacy Program

Identify happy customers
● Some ways to do this:
○ Feedback surveys (NPS, CSAT, CES, custom surveys)
○ Social monitoring and listening
○ Feedback from customer-facing teams

Convert unhappy customers into happy
ones
● You’re going to have unhappy customers but that doesn’t mean
you can’t try to improve their experience
● Some ways to do this:
○ Reach out to unhappy customers after they share negative
feedback or reviews
○ Be authentic, acknowledge their frustrations, and solve for
the customer to find a solution and make things right

Find potential advocates
● Look at feedback survey responses and identify customers who
consistently share positive feedback
● Create custom properties for possible advocates, tag those
customers with that property via a workflow, and create an active
list

Determine what to ask
● Do some research on your promoters
○ Do they have a lot of social media followers?
○ Are they industry experts?
○ Have they written blog posts in the past?
● This way, you can determine what to ask from them.

Determine what to ask
● Common advocacy ideas:
○ Customer reference calls
○ Testimonials
○ Online reviews
○ Positive social mentions
○ Feedback on new tools
● In particular, leverage industry experts for:
○ Case studies
○ Blogs
○ Positive social mentions

Reach out!
● Don't be shy here: 70% of customers will leave a review when
asked
● If you're not asking, you're missing out on a great opportunity.
● To streamline the process, create email templates so you don't
have to re-write every single ask.
● Simply add some personalization before you send out the
template, and you're good to go.

Reach out!
● Tip: Offer an incentive. An extra hour of time with you, swag, a
gift card, etc. can go a long way in helping you build out your
advocacy program

Market your advocates' work
● Since advocacy from your current customers is your best source
of new customers, it's important to market their work.
● Advocate reviews should be shared wherever your customers
are: G2, Facebook, Google, Yelp, etc.
● Tweets should be retweeted
● Blog posts or case studies should be leveraged appropriately by
your customer facing teams, especially sales.

Pulling It All
Together

Delight + Feedback + Advocacy
● Delighting your customers is key to creating a remarkable
customer experience and turning customers into advocates
● Tons of great strategies to delight your customers, but it starts
with one thing: Feedback
● Feedback reduces friction
● Advocacy increases force
● By creating a Feedback + Advocacy Program, we can fuel our
flywheel so it spins faster and continue to create experiences
that lead to happy customers

Thank you

Appendix
1. Resources
2. Let’s Connect!

Resources

● HubSpot Academy: Setting up Customer Feedback and
Advocacy
● HubSpot Academy: Business Strategy Tutorial: Growing Your
Business With a Flywheel Model
● HubSpot Academy: Service Hub Software Certification
HubSpot Academy

● HubSpot Pillar Page: The Flywheel
● HubSpot Pillar Page: Customer Service 101: The Ultimate Guide
● HubSpot Resource: The State of Customer Service in 2020
● HubSpot Resource: 17 Templates to Help You Put the Customer
First
● HubSpot Resource: Customer Support Strategy & Planning
Template
Pillar Pages + Resources

● HubSpot Blog: 40 Customer Service Stats to Know in 2021
● HubSpot Blog: Customer Success Best Practices: The Ultimate
Playbook
● HubSpot Blog: How to Improve Customer Experience
● HubSpot Blog: What Good Customer Service Looks Like at 12
Companies [+Examples]
HubSpot Blogs

● Knowledge Base: Create and conduct customer loyalty surveys
(NPS)
● Knowledge Base: Create and conduct customer satisfaction
surveys (CSAT)
● Knowledge Base: Create and conduct customer support surveys
(CES)
Knowledge Base

Let’s connect!

My Contact Information
Have a question? Want to chat and/or connect? Please reach out!
Email: cbockisch@hubspot.com
Meetings Link: Meet With Me!
LinkedIn: Christina Bockisch
Twitter: @clbockisch