Service & CX

How The Butterfly Effect Can Make (Or Break) Your CX

5 min read


The smallest interaction can have the biggest effect.

While a positive brand experience can result in a lifelong customer, the same can be said of the opposite. For example:

  • An inattentive, dismissive salesperson on Live Chat may turn away a prospective client with their attitude.
  • This lost lead could post about their negative experience on social media and Google reviews, spreading bad word of mouth among their friends and colleagues.
  • That initial, seemingly innocuous online exchange — which probably lasted no more than a minute — can thus snowball into a lasting stain on your reputation that harms the brand in the long-term.


The client–brand relationship has evolved

With digital connectivity, businesses are closer to their customers than ever before. This is a great opportunity for savvy businesses to develop lifelong relationships with their clients. You just have to look at brands like Apple, and their dedicated, passionate community, to see what’s possible if you play your CX cards right.

Today, customers are actively seeking out brands to engage with; be it for advice on what running shoes to buy, or which recipe to make for their vegan friends at a dinner engagement. There is real proof that genuine — some would go as far as to say intimate — relationships are being forged between customer and brand.

Take control of your CX ripple effect

So can you apply the Butterfly Effect to your long-term client nurturing?

Imagine each interaction as a drop that falls into the pool of Customer Experience. See how each drop disturbs the surface and radiates outwards, how these ripples either combine with others to form larger waves and crests, or clash and cancel one another out? Now, slow these movements down in your mind and replay them, imagining every possible outcome or scenario.

This is the Butterfly Effect’s influence on CX strategy. 

And to turn the ripples of influence to your advantage, each client interaction with your business — no matter how small or seemingly insignificant — needs to be configured to deliver the best experience possible for the person on the other end. These engagements are far from trivial, and they have the power to build meaningful rapport over time.

CRM automation is a great way to turn the engagement tide by aligning these ripples in a way that benefits your company in the long term. For example, your CRM can deliver the right messaging to a potential customer after their initial interaction with the business. This well-timed deployment of relevant messaging will build on the momentum of that first point of contact.

If you’re after more information on CRM, and how to get the most value from this powerful technology, we go into greater detail in CRM: A Unicorn or White Elephant? This guide will enhance your understanding of CRM in the modern business environment and the impact it can have on your company. Download it here.

Customer experience starts with company culture

Remember that Live Chat salesperson with a bad attitude from earlier? Well, they’re actually something of a star, and at any other time, they would have hooked the lead and nudged them closer to a sale. On that particular day, however, they were feeling despondent after a clash with a hot-headed colleague known for overstepping the boundaries. 

You see, the effects of that encounter didn’t vanish after the altercation. Instead, that negativity was transferred from the employee to the customer, becoming an issue that could cause long-term, detrimental harm to the business.

In an office, the small things really do matter. From the way people interact with each other, to the example management sets during meetings or in casual conversation in the kitchen. A working environment directly affects the quality of output. This is why it’s crucial businesses place value in their employees’ experience, and endeavour to act on suggestions, both negative and positive.

At Huble Digital, customer experience starts where we work. From after-hour staff dinners to HUGs (HubSpot User Groups) where learning is encouraged, we endeavour to infuse the Huble Digital working experience with positivity. The Butterfly Effect begins here, and we want to make sure the ripples we create are the ones that generate meaningful experiences for our clients and their customers.

For more information on how we build CX from the ground-up using strategy, creative, data, and MarTech, please get in touch with us.

Not using HubSpot yet?

Book a demo with our team today.

Latest Insights

Marketing & Growth

19 min read

Essential HubSpot workflows you should implement today (July 2024)

HubSpot workflows are the perfect way to automate professional processes. We unpack our favourite HubSpot workflows to showcase how useful they are.

Read more

Marketing & Growth

24 min read

Your guide to building multi-language websites in HubSpot

Explore how to create multilingual websites in HubSpot Content Hub, how best to use them, and best practices for maximising their impact.

Read more

Sales & CRM

91 min read

The true cost of HubSpot: Exploring HubSpot's Total Cost of Ownership

This guide takes a look at the total cost of ownership (TCO) of HubSpot as well as the TCO of Marketing Hub, Sales Hub, Service Hub and Content Hub.

Read more

Sales & CRM

20 min read

HubSpot HIPAA compliance: everything you need to know

Explore HubSpot's HIPAA compliance. We cover the basics of HIPAA, challenges HubSpot faced, and HubSpot's new tools to meet compliance requirements.

Read more

Marketing & Growth

21 min read

Enhancing your marketing processes with HubSpot AI

Learn how you can integrate HubSpot’s AI assistants into your marketing processes to optimise your efforts and supercharge efficiency. 

Read more

Sales & CRM

17 min read

How to plan for a successful HubSpot Implementation

Key aspects of planning and managing HubSpot implementation. We'll guide you through every step to ensure a successful HubSpot implementation.

Read more

Marketing & Growth

10 min read

Why it might be time to consolidate marketing agencies

Learn why & when to consolidate your marketing efforts with an agency specialising in strategy, creative solutions & technical expertise.

Read more

Technical & Integrations

5 min read

HubSpot’s cookie consent banner update: What you need to know

HubSpot is updating its cookie consent banner to version 2 on July 5, 2024. Here’s what you need to know about the update & how to prepare for it.

Read more

Sales & CRM

27 min read

HubSpot user adoption: a comprehensive guide to boosting CRM adoption

Explore strategies, best practices, and tools to drive user adoption in HubSpot, ensuring a smooth transition and maximising user engagement.

Read more

Sales & CRM

37 min read

HubSpot security and compliance: best practices and automated tools

Explore how to leverage HubSpot’s security tools and resources to mitigate risks and ensure Security and Compliance in HubSpot.

Read more