HubSpot's VP of Global Support & Services Emily Haahr uses her experience to demonstrate how you can enable your customers to become their own best support team. Emily began her HubSpot career in 2010 as an Inbound Marketing Consultant, and to this day has gone on to develop a self-service and customer outcomes-based model that’s a core part of HubSpot’s service strategy. Emily’s work is driven by her belief that customer support is the backbone of any company. She is passionate about HubSpot’s customers and is constantly thinking about new ways to help them grow better.

1. Why Your Customers
Are Their Own Best
Support Team

2. 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

3. Introducing Emily

4. Introducing Emily
2010-2012
Inbound
Marketing
Consultant

5. Introducing Emily
2010-2012
Inbound
Marketing
Consultant
2012-2015
Enterprise
Programs

6. Introducing Emily
2010-2012
Inbound
Marketing
Consultant
2012-2015
Enterprise
Programs
2015+
Free & Starter
Programs

7. Meet George
HubSpot customer since 2010

9. The best way to do
customer service is to
empower your customers
to serve themselves.

10. Support in
2010
A machine with
no growth
potential

11. Support in
2020
A growth engine
you invest in

12. “We have to solve
customer problems
completely by
ourselves.”

13. “We have to solve
customer problems
completely by
ourselves.”
Myth!

14. 41%of HubSpot support cases
tagged “resolved with
documented solution”
90Ktickets submitted
$7MMof support costs
Doing it all yourself is expensive

15. 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

16. 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.

17. To better serve your
customers, remove any
friction that’s in the way
of them getting help

18. To learn more about
customer service best
practices, click here.

20. Identify places where your support team
is doing something they don’t need to
be doing.

24. You can create
content once, and it
can be used by
customers forever.

25. FAQ Page
● 10 -15 most commonly
asked questions
● Perfect for email
signatures, OOO
replies, etc.

26. Knowledge Base
● More comprehensive
than FAQ page
● Database of content
● Share links to articles in
customer responses

27. User Guides & Tutorials
● Demos
● Videos
● Certifications
● User Guides
● Case Studies

28. Community Forum
● Message threads
● Interactive
● Customer helping customers

29. 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

31. Network Effects
Increasing value

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

33. ComponentsCustomers
seeking
support
Components of the Network
Who & what is a part of the network?

34. ComponentsCustomers
seeking
support
Customers
providing
support
Components of the Network
Who & what is a part of the network?

35. Certification
● Same training as internal
employees
● Exams and practical exercises
● Forum participation

36. ComponentsCustomers
seeking
support
Customers
providing
support
Components of the Network
Who & what is a part of the network?

37. ComponentsCustomers
seeking
support
Customers
providing
support
Ticketing
system
Components of the Network
Who & what is a part of the network?

38. ComponentsCustomers
seeking
support
Customers
providing
support
Ticketing
system
Ticket
value
Components of the Network
Who & what is a part of the network?

39. ComponentsCustomers
seeking
support
Customers
providing
support
Ticketing
system
Ticket
value
Transaction
system
Components of the Network
Who & what is a part of the network?

40. Compensation
● Value or dollar amount
● Start small -- per ticket, with
monthly payout
● Minimum ticket requirement
● Sliding scale

41. ComponentsCustomers
seeking
support
Customers
providing
support
Transaction
system
Ticket
value
Ticketing
system
Components of the Network
Who & what is a part of the network?

42. 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?

43. 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?

44. Quality Control
● Two-way reviews
● Post-ticket NPS
● Monitoring system
● Troubleshooting tools

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

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

47. 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

48. 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

49. 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

50. 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

51. Promotion & Awareness -
Those Needing Help
● On all of your content
● Within the product
● During onboarding

52. 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)

53. Internal Rollout

54. Internal Rollout
● Option One: Buy or Acquire
the Technology

55. Internal Rollout
● Option One: Buy or Acquire
the Technology
● Option Two: An Experienced
New Hire

56. Internal Rollout
● Option One: Buy or Acquire
the Technology
● Option Two: An Experienced
New Hire
● Option Three: Build the
System Internally