“I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” — Maya Angelou
We live in the age of consumer empowerment and what your customers feel when they interact with your brand has a significant effect on your brand’s sustainability.
Today, customer experience (CX) is at the core of what drives business growth and increases revenue. Modern-day customers expect an excellent brand experience coupled with convenience and flexibility, and businesses should be able to meet, and perhaps exceed these standards.
If you can focus on delivering flawless customer service across all communication channels, you’ve taken the first step towards improving brand loyalty, customer satisfaction, traffic, sales, and eventually, revenue.
So, what’s HubSpot’s role in enhancing the interactions your customers have with you?
As an integrated customer relationship management (CRM) platform, HubSpot utilises a range of tools and technologies to enhance your customers’ overall experience in various ways.
- By understanding your customers’ needs
HubSpot’s all-in-one CRM system brings you insights into some of the most vital questions that need to be answered about your customers:
- Who your customers are: Their interests, demographic details—including gender, age, and occupation—and how much they would spend on a product
- Where your customers are from: Their geographic location, and how it affects their buying behaviour
- What contact media you should use: Best channels to utilise when introducing a new product or service
This is a treasure chest of data that you can use to determine your customers’ current interests, wants, and expectations of you with a high degree of certainty.
It’s also an opportunity to refine your personalisation efforts—decide the type of content that would interest them or products and offers that would encourage them to make a purchase.
- By creating automated workflows for your customers at every stage
The needs of your customers are different and constantly fluctuate as they move through their customer journey.
Using automated workflows, you can create a repeatable and automated process for your leads and customers at any stage of the funnel—from nurturing your leads that downloaded an eBook through your website to promoting the features of your latest product to repeat customers.
Take, for example, an introductory email that gets a new customer excited about a product. Following this, you can send a series of brief yet precise educational emails over time, which both help the customer gain some insight into your product and also allow your team to be proactive by addressing areas of possible friction in the communication strategy.
With HubSpot email flows, you can schedule messages to be sent at the right frequency to the right customer. And thanks to automation, there’s no need to repeat the process as you get new leads or build better relationships with new customers.
Instead, these repetitive emails can be designed and sent at the click of a button.
- By collecting your customers’ feedback
What’s a good way to figure out what’s working and what’s not in your workflows, products, and overall marketing strategy? Your customer feedback.
HubSpot’s feedback survey feature lets you personalise your survey forms and get more information from your customers about their experience with your brand.
A personalised survey also offers you more accurate and specific information than what you would obtain from an industry-standard survey.
By analysing the feedback, you can determine what aspects of your product or service need improvement, evaluate product success, and make more informed decisions in the future.
Feedback surveys also help your customers feel more connected to your brand. Prompting their comments implies that their interests and experiences matter to you and that you’re willing to improve their journey with you.
- By automating your customer service
Manual customer service has several drawbacks—the worst of all being the delays it causes when information needs to be shared separately with each team of your organisation.
By automating your customer service through HubSpot, the same information can be made accessible to all teams, enabling instant action when customers need help.
Fortunately, HubSpot has the right tools for this like:
- VoIP calling
Voice over Internet Protocol (VoIP), technology lets you make clear voice calls using broadband internet connections instead of a phone line.
The benefits? All of your calls get automatically logged so that you can keep track of what your customers need and avoid misunderstandings that would otherwise occur.
- Live chat
Assist your customers in real-time on your website using a friendly live chat. Visitors can be directed automatically to the right people on your team, building more customer trust and establishing you as a reliable brand.
- Customer portal
HubSpot Customer Portal lets your clients log in to your website and check the information about their relationship with you—be it past communications, the status of their projects, or even industry insights. You will be able to empower your customers to get the help they need when they need it.
The automatic documentation of information that occurs due to these innovative tools lets you be more proactive in your efforts. Create a pipeline to send emails, ensure you never miss a customer enquiry and make better future decisions that resonate more with your customers’ interests and expectations.
- By helping your customers help themselves
85% of a prospect’s relationship with a business occurs without human interaction, and 76% of customers prefer using self-serve options over talking with a business representative.
So why not give your prospects and customers exactly what they need?
The HubSpot Knowledge Base—a collection of online articles about a product or service—is the perfect platform to offer a sophisticated self-help experience to the customers who visit your site.
The Knowledge Base feature is transparent and accessible to anyone. By using HubSpot Knowledge Base to refine your site, you can provide instant answers to those who visit your site expecting to understand more about a particular product or service.
Anyone wanting to know more about your business will have a comprehensive hub of knowledge that provides detailed information—often more information than what’s provided on a traditional FAQ page along with answers that are more descriptive, educational, and comprehensive.
Knowledge Base can also strengthen your customer service. Whenever a customer requires more information from customer service agents, such agents can direct the customers to pre-written articles about the issue, reducing the customer wait time.
HubSpot helps you generate positive customer reviews
Did you know that 60% of customers trust the reviews of their friends and family?
This means positive reviews from your customers—encouraged by their positive customer experience—are a priceless tool that can attract more customers to your brand and build a sense of loyalty from the moment they are made aware of your brand.
After all, happy customers are the best promoters of your brand.
That’s why you should consider leveraging the range of tools provided by HubSpot to improve your brand image through positive engagement.