HUG recap: Why Customer Experience (CX) Should be the Heart of Your Company

The first official 2018 Chicago HubSpot User Group (HUG) had a fantastic turnout. As co-leaders of the HUG meetup, Stephanie and I hope that 2018 will be a year of tremendous growth for the Chicago HUG—not just in numbers, but also in the variety of topics that we cover. We’ve got some great ideas planned out and last night was a fantastic start to a year of caliber content.

Mk Getler, a trainer in services learning and development at HubSpot, flew in from HubSpot headquarters to speak at our HUG. With an extensive background in creating content-rich, metrics-driven campaigns, Mk works with domestic and international clients across various industries to increase brand relevance and cultivate a customer service driven environment.

Mk Getler shares Why Customer Success Is the New Inbound at the TechNexus.

Mk’s presentation, Why Customer Success Is The New Inbound, was incredibly helpful in explaining CX, why it's important, and how to develop and measure your customer experience as an organization. Here are some takeaways from her talk:

Trust is in everyone's DNA. Build it and maintain it.
Customers are not calling you because they want to. If a customer calls your company, you end up having to spend money to make money. How much does it cost your company every time you receive a phone call? Approximately $14. How are you proactively reaching out to clients, so they don’t have to call in? Being proactive builds trust.

Buyer Personas are key.
Your buyer personas should shape everything that your company does. How is your customer success team addressing the concern of each buyer persona?

Hire CX focused people.
When making hiring decision, look for people that understand and will be committed to  solving customer problems and work towards the fastest and easiest solution. If you’re hiring for a customer success position specifically, phrases to use in your job description include: a keen problem solver, ability to think quickly, and a self-starter.

Customers have options.
There are many companies that offer services similar to yours. The reason customers should choose to come to your company is because of the quality and experience you give them. Everything you do should be customer experience related. It will help differentiate your company.

52% of your customers stop buying after a bad customer experience. 
Chances are that you’ve had a bad customer experience. Your business can’t afford to hire bad talent—it’s costly.  

“While providing a good customer experience isn’t a new concept, Mk's presentation was a great discussion on why CX is more important than ever before. With customers leaving reviews on Yelp, Google, Glassdoor, it’s critical to differentiate yourself from the competition (in a good way!), “ says Dan Sitton, Diagram solutions analyst. “Engaging individual customers on a one-to-one basis is the new expectation.”

The next Chicago HUG meet up in March will be a live website review with industry experts who will give feedback at the meeting to users who submit their website. Sign up for more updates! How does your company cultivate a customer-service driven environment? I’d love to hear your thoughts below!