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THE
C U STO M ER CO 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 customer.

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.

And we included it in adefining
document about our culture.

SFTC.
SOLVE FOR THE CUSTOMER.
We don’t want to satisfy them,
we want to delightthem.
Our goal is to help them succeed.

It got a lot of people’sattention.

4+
millio
n
views
CultureCode.com

But we didn’t always get
solve for the customer
right.

And we aren’t the only ones.

C U ST O M ER
Many businesses say
they’re “customer first.”

But often they’re really
“customer eventually.”
C U ST O M ER

Some say they’re
“customer obsessed.”

But they’re really
“self
obsessed.”

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 achange.

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 —
C
U
S
T
OMERS.

We talked with thousands of
them.
And we captured what we learned.

In a document we call…
The Customer Code.
We’reknown 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 SYSTEMS.
USE MY DATA,
BUT DON'T
ABUSE IT.
ASK FOR
FEEDBACK,
AND ACT ON IT,
OW N YOUR
SCREW-UPS.
I DON'T M IND PAYING,
BUT I DO M IND
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

Earn my attention,
don’t steal it.
#1

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’TS
A
YANYTHINGA
TALL.

IS NOW A GOOD TIMETO
TELL YOU ABOUT OURMARKET-LEADING…
customercode.com

Treat me like a
person, not a
persona.
#2

It’s fine to market to apersona,
But you build relationships with aperson.

A person with fears, hopes, and
dreams.

A person with fears, hopes, and dreams.

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.

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.

Solve for my
success, not
your systems.
#3

Don’t make your process
your customer’s
problem.

Customers don’t care about
your carefully crafted, magical
“BUYER’SJOURNEY.”

And they definitely don’t careabout
Y
O
U
RDEPARTMENTS.
ortheirdysfunctions

They just want you to solve
their problem — and
quickly.

Use my data,
but don’t abuse it.
#4

It’s hard to have a
relationship with a person
who doesn’t remember your
name.
?

Customers shouldn’t have to
repeat their entire history every
time they interact with you.

They expect you to use their
data to create helpful,
personalized experiences.

But don’t abuse
it.
Your relationship will never recover.

Ask for feedback,
and act on it.
#5

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
—
ANDDOSOMETHINGABOUTIT.

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 runout
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?
4%
96%
YES NO
HubSpot Research

Help me help you,
by helping myself.
#7

You know who really knows how to
solve for your customers’ needs?

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 reachyou.

I don’t mind paying,
but I do mind being
played.
#8

Customers shouldn’t need a
math degree to figure out
what they’ll pay.

When we asked buyers if
confusing pricing would
keep them from making a
purchase, 69% said yes.
No
31%
Yes
69%
Thepeoplewhoanswered "No"must
really enjoy hide-and-seek ¯_(ツ)_/¯
HubSpot Research

INVOICE
“ 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 HI 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
$
That means invoices like this no longer
fly with today’s customers.

Keep your pricing and discounts
open, clear, and fair.

If you can make a purchase
with one click …

* H U B S P OT D O E S N O T H A V E A PA 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’SB
E
T
T
E
RF
O
RBUSINESS.

of consumers are more
likely to buy if acompany
makes it easy and simple
to cancel.
HubSpot Research
89%

If a customer’s meant to be,
they’ll be. If they’re not,
let them be.

Do the right thing,
even when it’s hard.
#10

#10
Do the right thing,
even when it’s hard.
Especially whenit’s hard

It’s not just nice to do.
It’ll define your
destiny.

Because your relationship with your
customers doesn’t s
S
t
T
O
o
P
pthe moment you
make a sale.

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
—
W
EN
E
E
DT
OG
R
O
WB
E
T
T
E
R
.

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,

a culture that puts customers first,
an experience that customers
love,

a culture that puts customers first,
an experience that customers love,
and technology that customers
value.

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 18
S C O R E
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 . 8
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 . 6
S O LV E F O R M Y S U C C E S S , N O T Y O U R SY ST E MS . 6
U S E M Y D A T A , B U T D O N ’ T A B U S E I T . 9
A S K F O R F E E D B A CK , A N D A C T O N I T . 7
O W N Y O U R SC REW - U PS . 8
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 . 7
I D O N ' T M I N D PA 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 . 6
D O N ’ T B L O C K T H E E X I T . 7
customercode.com A V ER A G E 7.1

N A M E :H U BS P O T | Y E A R :2 0 18
E A R N M Y A T T E N T I O N , D O N ’ T S T EA L I T.
T R E AT M E L I K E A P E R S O N , N O T A P E R S O NA .
S O LV E F O R M Y S U C C E S S , N O T Y O U R SY ST E MS .
U S E M Y D A TA , B U T D O N ’ T A B U S E I T .
A S K F O R F E E D BA CK , A N D A C T O N I T.
O W N Y O U R SC REW - U PS .
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 LF .
I D O N ' T M I N D PA Y I N G , B U T I D O M I N D B E I N G P LAY 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 ERA G E
8
6
6
9
7
8
7
6
7
7.1
customercode.com

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 18
S C O R E
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 LV E F O R M Y S U C C E S S , N O T Y O U R SY ST E MS .
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 CK , A N D A C T O N I T .
O W N Y O U R SC REW - U PS .
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 PA 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 .
customercode.com A V ER A G E

N A M E : _ _ _ _ _ _ _ _ | G R A D E : _ _ | Y E A R :2 0 18
S C O R E
E A R N M Y A T T E N T I O N , D O N ’ T S T EA L I T.
T R E AT M E L I K E A P E R S O N , N O T A P E R S O NA .
S O L V E F O R M Y S U C C E S S , N O T Y O U R SY ST E MS .
U S E M Y D A TA , B U T D O N ’ T A B U S E I T.
A S K F O R F E E D BA CK , A N D A C T O N I T .
O W N Y O U R M I S TA K ES , D O N ’ T M A K E EX C U SES.
H E L P M E , H E L P Y O U ( B Y H E L P I N G M Y SELF).
MA K E Y O U R P R I C I N G T RAN S PA R E N T A N D FAI R .
A V ERA G E
Download thetemplate
at customercode.com

And please tell us what you think!
Share your report card or give us feedback
by emailing customercode@hubspot.com.
Getting feedback is important,
remember?
@dharmesh (one of our founders) reads every email.

Because when our customers succeed,
we do too.

Let's all grow better, together.
,

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