You may have a beautiful, functional website chock full of interesting, innovative content that supports a superior product or invaluable service, but if you aren’t providing excellent customer service, it’s unlikely that you’re as successful as you can or want to be.
HubSpot, the inbound marketing and sales software that has been helping companies attract visitors and convert leads for over a decade, just introduced their newest feature: the HubSpot Service Hub. Here’s what you need to know about it.
#1: The Gap in HubSpot's Services
Here’s the thing. Customer service is a pivotal part of any customer experience. They might love your product, but if you don’t have a process in place to answer their questions and resolve their issues in a friendly and efficient manner, it’s unlikely that they’ll come back. It’s even less likely that they’ll refer their friends and family to you— and word-of-mouth advertising is priceless.
In other words, your sales and marketing teams might be clicking along, working together to make the customer’s experience exceptional during the awareness, consideration, and decision stages. Though, without a customer service component to ensure that the experience continues to be excellent after the purchase is made, it’s unlikely that you’re going to delight or retain your customers in the long run.
According to the 2016 Microsoft State of Global Customer Service Report, a whopping 60% of consumers have stopped doing business with a brand solely based off a poor customer service experience. Failure to quickly address problems can result in losing over half your customer base.
Of course, there are customer service modules that can be "frankensteined" into your HubSpot systems, but with Service Hub that’s not necessary. HubSpot has created a modern customer service tool that will not only respond quickly and improve productivity, but also seamlessly incorporate into your existing HubSpot software. Everything works together, ensuring nothing slips through the cracks.
#2: Improve Your Team's Collaboration & Productivity
You might think the customer service team is the only team that needs to see customers question. But what if those questions could inform the way the sales team approaches prospects or, more pressingly, what if the sales team could answer it immediately? What if the marketing team could access these questions and use them as content to create an informative blog post?
You could ask the customer service team to filter everything that’s pertinent to the other departments, but who’s got the time? To be honest, expecting the customer service team to be able to capture or understand everything that might be useful to marketing and sales is a lot to ask.
Enter Service Hub’s Conversations. This is a universal inbox that enables all teams to work together on customer service issues. In addition to ensuring that all teams have access to any questions or issues that might arise, Conversations allows you to funnel inquiries from all channels— social media, chatbot, email, and more— into one easy-to-check place.
Not only will all teams be able to work together to resolve questions quickly and easily, but your customers can request assistance through the channel with which they’re most comfortable. Do they love to tweet? They can ask their question via Twitter— and receive a response through the same platform. The customer will be delighted to have received their answer quickly and in their preferred format with the added bonus of your front office collaborating in an entirely new and efficient manner.
Image Source: THE NEW HUBSPOT SERVICE HUB: WHAT WE LOVE, WHAT WE DON'T KNOW YET, AND HOW TO GET STARTED, by Amy Post
#3: Convenient Customer Service To Delight Your Customers
If you’re currently trying to track customer service issues through unwieldy spreadsheets or email, you know it’s all too easy for queries to slip through the cracks. Failing to respond to a question in a timely manner is bad, but failing to answer at all is a death knell for your relationship with that customer.
Service Hub’s new feature Tickets enables your team to track, order, collaborate, and deliver on all customer needs— exceeding their expectations like never before. Each ticket can be linked to a contact providing every team visibility on outstanding issues related to a specific customer. (This is especially nice for your sales team to know— the last thing you want is to reach out to a dissatisfied customer to up-sell them!)
Within Service Hub, there’s an easy-to-read ticket board function that allows the service team to review all open tickets at the start of each day. This provides the ability to work through tickets based on priority. With the service team’s visibility on all open tickets, you don’t have to worry about working on an open ticket already in progress with another agent. The entire team will know if the issue is awaiting additional information, whether from the client or another member of the team. Organization can now be the norm, rather than a distant dream.
#4: Faster Customer Feedback
Who better to tell you the positive aspects and the not-so-positive aspects of your product or service, than customers? If you don’t know why your customers buy from you, let alone what prevents them from making another purchase from you, how can you know what’s working and what’s not? It’s impossible to make effective improvements when you don’t know what needs to be improved.
Consider the classic customer feedback loop— a four-step process that runs continuously. First, you ask the customers for feedback on your product or service. Then, you categorize that feedback, putting it into the appropriate group to be analyzed by the customer service team. Next, you act on that feedback. Ensure it goes to the team that is best equipped to make the necessary changes. Finally, follow up with the person who gave you the feedback in the first place. Let them know that changes were made so that they understand that you truly value their feedback.
The feedback loop is a vital tool for a successful business, but it’s not going to happen if you don’t have a process in place to collect that feedback. HubSpot’s Service Hub offers the feedback tools you need to create a feedback-friendly system. You can deploy surveys to capture feedback, both qualitative and quantitative, send automated customer marketing emails to established customers, and set internal notifications to alert the necessary teams when feedback is provided. Everything is automated, so you won’t have to depend on your team to remember to deploy the protocols.
The surveys with which you can solicit feedback include:
Customer loyalty survey— Gaging the client’s likelihood to refer you friends and family, this survey is basically the NPS, or Net Promoter Score. It allows you to use the rating bestowed upon you by the client to find new ways to increase the score. Deploy this survey once a quarter to ensure that you stay on the right track for customer satisfaction.
Customer support survey— Are issues being resolved quickly, regardless of the team that’s been tasked to resolve them? Or are issues lingering on certain desks, taking weeks to resolve when they shouldn’t take more than a day or two? A customer support survey notifies you when your team is working like a well-oiled machine as well as when there appears to be a wrench in the gears. It’s an ideal way to continue to improve your customer service protocols and maximize customer satisfaction.
Service Hub is also releasing a customer experience survey in the near future, which will help you get a good grasp on your customer experience from start to finish.
#5: Help Clients Help Themselves
One of the most interesting aspects of the newly-launched Service Hub is Knowledge Base. Customers contact your customer service team as a last resort; they only call, email, or reach out via social media when they’ve fully exhausted all the other options available to them. If you create a library of the most commonly-asked questions (and how to resolve them), they can often resolve problems on their own.
Knowledge Base helps you do just that. Yes, your customers will be happy to have a library that features helpful articles that address frequently-asked questions, but your customer service pros will be freed up to tackle truly challenging cases. If they do encounter a customer with a question that’s covered in Knowledge Base, they can easily send the customer a link that can be referred to again.
A nice bonus? Knowledge Base Hub is excellent for your website’s search engine optimization, SEO.
Coupled with HubSpot’s Sales Hub and Marketing Hub, you’ll find that Service Hub is an invaluable tool to improve not just your customer service team’s efficiency, but the service provided by all your front office teams.
At Lone Fir, we are a HubSpot Gold Certified Agency. Our knowledge and experience allows us to make the most of HubSpot’s inbound marketing solutions. If you’d like to talk to one of our experts, we’d be happy to schedule a time to chat. Click here to set up a conversation today!
Service Hub Image Source: Now live: Service Hub – Engage, Guide, and Grow Better Customers via YouTube