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THE
C U S TO M E R C O 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 cu...
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 a defining
document about our culture.
SFTC.SOLVE FOR THE CUSTOMER.
We don’t want to satisfy them,
we want to delight them.
Our goal is to help them succeed.
It got a lot of people’s attention.
4+
million
views
CultureCode.com
But we didn’t always get
solve for the customer right.
And we aren’t the only ones.
C U S T O M E R
Many businesses say
they’re “customer first.”
But often they’re really
“customer eventually.”
C U S T O M E R
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 a change.
Customers have
more power than
ever before.
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...
We talked with thousands of them.
And we captured what we learned.
In a document we call… 

The Customer Code.
We’re known 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...
1
Earn my attention,
don’t steal it.
#
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’T SAYANYTHING ATALL.
IS NOW A GOOD TIME TO
TELL YOU ABOUT OUR MARKET-LEADING…
customercode.com
customercode.com
2
Treat me like a 

person, not a 

persona.
#
It’s fine to market to a persona,
But you build relationships with a person.
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 ho...
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.
3
Solve for my
success, not
your systems.
#
Don’t make your process
your customer’s problem.
Customers don’t care about
your carefully crafted, magical
“BUYER’S JOURNEY.”
customercode.com
YOUR DEPARTMENTS.
And they definitely don’t care about
or their dysfunctions
They just want you to solve
their problem — and quickly.
4
Use my data,
but don’t abuse it.
#
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.
5
Ask for feedback,
and act on it.
#
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
— AND DO SOMETHING ABOUT IT.
6
Own your
screw-ups.
#
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 run out
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?...
7
Help me help you,

by helping myself.
#
customercode.com
You know who really knows how to
solve for your customers’ needs?
YOUR CUSTOMERS
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 reach you.
8
I don’t mind paying,
but I do mind being 

played.
#
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%
The people ...
$“ 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...
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.
9
Don’t block 

the exit.
#
customercode.com
If you can make a purchase
with one click …
* H U B S P O T D O E S N O T H A V E A P A 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’S BETTER FOR BUSINESS.
of consumers are more
likely to buy if a company
makes it easy and simple
to cancel.
HubSpot Research
89%
So don’t do this…
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.
even when it’s hard.
10
Do the right thing,
even when it’s hard.
#
10
Do the right thing,
even when it’s hard.
#
Especially when it’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 stop the moment you
make a sale.
STOP
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
— WE NEED TO GROW BETTER.
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...
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 1 8
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 ...
N A M E : H U B S P O T | Y E A R : 2 0 1 8
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 ...
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 1 8
S C O R E
A V E R A G EA V E R A G Ecustomercode.com
E A R...
N A M E : _ _ _ _ _ _ _ _ | G R A D E : _ _ | Y E A R : 2 0 1 8
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 .
...
And please tell us what you think!
Share your report card or give us feedback
by emailing customercode@hubspot.com.
@dharm...
Because when our customers succeed,
we do too.
Let's all grow better, together.
,
Customer Code: Creating a Company Customers Love
Customer Code: Creating a Company Customers Love
Customer Code: Creating a Company Customers Love
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Customer Code: Creating a Company Customers Love

Customers are a bigger influence on your growth than marketing or sales alone could ever be. But too often, companies ignore or even mistreat their customers — trading their loyalty for short-term gains.

We wanted to know what customers in the modern world really want and expect from companies. What makes for a delightful customer experience? We asked thousands of them and compiled their responses into a new north star for our company. We call it: Customer Code.

Visit us at customercode.com

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Customer Code: Creating a Company Customers Love

  1. THE C U S TO M E R C O 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.
  6. Pretty cool, right?
  7. And we included it in a defining document about our culture.
  8. SFTC.SOLVE FOR THE CUSTOMER. We don’t want to satisfy them, we want to delight them. Our goal is to help them succeed.
  9. It got a lot of people’s attention.
  10. 4+ million views CultureCode.com
  11. But we didn’t always get solve for the customer right.
  12. And we aren’t the only ones.
  13. C U S T O M E R Many businesses say they’re “customer first.”
  14. But often they’re really “customer eventually.” C U S T O M E R
  15. Some say they’re “customer obsessed.”
  16. But they’re really “self obsessed.”
  17. They talk the talk,
  18. They talk the talk, but don’t always walk the walk.
  19. HubSpot isn’t without fault WE-A-CULPA TOO.
  20. But we knew it was time for a change.
  21. Customers have more power than ever before.
  22. Businesses report that WORD-OF-MOUTH is their single biggest source of referrals.
  23. of buyers would spend more because of excellent customer service.90%
  24. So we decided to take a hard look at ourselves, we asked some tough questions, and we talked to the people who matter most…
  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 — CUSTOMERS.
  26. We talked with thousands of them. And we captured what we learned.
  27. In a document we call… 
 The Customer Code. We’re known for our creative naming.
  28. 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, OWN YOUR SCREW-UPS. I DON'T MIND PAYING, BUT I DO MIND 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
  29. 1 Earn my attention, don’t steal it. #
  30. Your time is precious.
  31. So is your customer’s.
  32. As you learned growing up, if you don’t have something valuable to say…
  33. As you learned growing up, if you don’t have something valuable to say… DON’T SAYANYTHING ATALL.
  34. IS NOW A GOOD TIME TO TELL YOU ABOUT OUR MARKET-LEADING… customercode.com
  35. customercode.com
  36. 2 Treat me like a 
 person, not a 
 persona. #
  37. It’s fine to market to a persona, But you build relationships with a person.
  38. A person with fears, hopes, and dreams.
  39. A person with fears, hopes, and dreams.
  40. A person with fears, hopes, and dreams.
  41. A person with a life.
  42. 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.
  43. So be prepared to interact with customers how, when, and where they want.
  44. And if you can’t chat directly, get a bot to help out.
  45. 3 Solve for my success, not your systems. #
  46. Don’t make your process your customer’s problem.
  47. Customers don’t care about your carefully crafted, magical “BUYER’S JOURNEY.”
  48. customercode.com
  49. YOUR DEPARTMENTS. And they definitely don’t care about or their dysfunctions
  50. They just want you to solve their problem — and quickly.
  51. 4 Use my data, but don’t abuse it. #
  52. It’s hard to have a relationship with a person who doesn’t remember your name. ?
  53. customercode.com
  54. Customers shouldn’t have to repeat their entire history every time they interact with you.
  55. customercode.com
  56. They expect you to use their data to create helpful, personalized experiences.
  57. But don’t abuse it. Your relationship will never recover.
  58. 5 Ask for feedback, and act on it. #
  59. The absence of a complaint is not a compliment...
  60. Especially if you aren’t listening for either.
  61. No one knows your customer experience better than your customers.
  62. So ask them how you can improve…
  63. So ask them how you can improve — AND DO SOMETHING ABOUT IT.
  64. 6 Own your screw-ups. #
  65. Everyone makes mistakes. It’s part of life.
  66. It’s how you deal with them that sets you apart. Everyone makes mistakes. It’s part of life.
  67. Say you’re sorry, be sorry, and make it better.
  68. Like KFC. They may have run out of chicken, but they didn't chicken out of apologizing.
  69. Your customers will appreciate it.
  70. 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
  71. 7 Help me help you,
 by helping myself. #
  72. customercode.com
  73. You know who really knows how to solve for your customers’ needs?
  74. YOUR CUSTOMERS
  75. Give them ways to 
 answer their own questions… ? ? ?
  76. Give them ways to 
 answer their own questions and solve their own problems.
  77. They’ll call you, beep you, if they want to reach you.
  78. 8 I don’t mind paying, but I do mind being 
 played. #
  79. customercode.com
  80. Customers shouldn’t need a math degree to figure out what they’ll pay.
  81. customercode.com
  82. When we asked buyers if confusing pricing would keep them from making a purchase, 69% said yes. No 31% Yes 69% The people who answered "No" must really enjoy hide-and-seek ¯_(ツ)_/¯ HubSpot Research
  83. $“ 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 H I 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 INVOICE That means invoices like this no longer fly with today’s customers.
  84. Keep your pricing and discounts open, clear, and fair.
  85. Keep your pricing and discounts open, clear, and fair.
  86. Keep your pricing and discounts open, clear, and fair.
  87. 9 Don’t block 
 the exit. #
  88. customercode.com
  89. If you can make a purchase with one click …
  90. * H U B S P O T D O E S N O T H A V E A P A T E N T O N T H I S You should be able to cancel that purchase with one click.
  91. It’s not just the right thing to do…
  92. It’s not just the right thing to do — IT’S BETTER FOR BUSINESS.
  93. of consumers are more likely to buy if a company makes it easy and simple to cancel. HubSpot Research 89%
  94. So don’t do this…
  95. If a customer’s meant to be, they’ll be. If they’re not, let them be.
  96. But most importantly…
  97. 10# Do the right thing. even when it’s hard.
  98. 10 Do the right thing, even when it’s hard. #
  99. 10 Do the right thing, even when it’s hard. # Especially when it’s hard
  100. It’s not just nice to do. It’ll define your destiny.
  101. It’s not just nice to do. It’ll define your destiny.
  102. Because your relationship with your customers doesn’t stop the moment you make a sale. STOP
  103. Purchase Stop Customer Experience
  104. It begins the moment a customer discovers your brand, and it never ends.
  105. First contact Purchase Stop Customer Experience
  106. If you ignore your customers, your business will suffer.
  107. It's no longer enough to grow…
  108. It's no longer enough to grow — WE NEED TO GROW BETTER.
  109. Growing better is never forgetting to solve for the customer.
  110. It's placing long-term relationships ahead of short-term results.
  111. It’s more than what you sell; it's whether your succeed.
  112. So to all of our customers, we hear you loud and clear.
  113. We promise to abide by these tenets.
  114. We promise to create a culture that puts customers first,
  115. We promise to create a culture that puts customers first, an experience that customers love,
  116. We promise to create a culture that puts customers first, an experience that customers love, and technology that customers value.
  117. And we promise to hold ourselves accountable by grading ourselves against these tenets every year.
  118. N A M E : H U B S P O T | Y E A R : 2 0 1 8 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 L V E F O R M Y S U C C E S S , N O T Y O U R S Y S T E M S . 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 C K , A N D A C T O N I T . O W N Y O U R S C R E W - U P S . 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 P A 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 . S C O R E A V E R A G EA V E R A G E 8 6 6 9 7 8 7 6 7 7.1customercode.com
  119. N A M E : H U B S P O T | Y E A R : 2 0 1 8 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 L V E F O R M Y S U C C E S S , N O T Y O U R S Y S T E M S . 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 C K , A N D A C T O N I T . O W N Y O U R S C R E W - U P S . 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 P A 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 . S C O R E A V E R A G EA V E R A G E 8 6 6 9 7 8 7 6 7 7.1customercode.com
  120. And we encourage you to do the same by filling out your own report card.
  121. N A M E : _ _ _ _ _ _ _ _ | G R A D E : _ _ | Y E A R : 2 0 1 8 S C O R E A V E R A G EA V E R A G Ecustomercode.com 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 L V E F O R M Y S U C C E S S , N O T Y O U R S Y S T E M S . 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 C K , A N D A C T O N I T . O W N Y O U R S C R E W - U P S . 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 P A 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 .
  122. N A M E : _ _ _ _ _ _ _ _ | G R A D E : _ _ | Y E A R : 2 0 1 8 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 L V E F O R M Y S U C C E S S , N O T Y O U R S Y S T E M S . 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 C K , A N D A C T O N I T . O W N Y O U R M I S T A K E S , D O N ’ T M A K E E X C U S E S . 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 ) . M A K E Y O U R P R I C I N G T R A N S P A R E N T A N D F A I R . D O N ’ T B L O C K T H E E X I T . S C O R E A V E R A G EA V E R A G E Download the template at customercode.com
  123. And please tell us what you think! Share your report card or give us feedback by emailing customercode@hubspot.com. @dharmesh (one of our founders) reads every email. Getting feedback is important, remember?
  124. Because when our customers succeed, we do too.
  125. Let's all grow better, together. ,

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