14.04.2020

Service & CX

Roadblocks to improving customer experience

2 min read

Hayley

Is customer experience (CX) is the new buzzword? There isn’t a company big or small that I visit on a weekly basis that isn’t talking about the need to improve customer experience.

Marketers have realised that the greatest way to find new customers is to provide existing customers with a second-to-none customer experience both pre-sale and post-sale, and they will tell others. At the same time, they end up spending more with your brand.

The probability of a return on spending is more in a brands control when they spend budget on improving customer experience, rather than on spending that same budget on media.

However, if a company has not got a foundation on which to scale, and to deliver amazing customer experiences, all the spending could be wasted (and you might as well have spent it on media and creativity).

Before embarking on a customer experience program, make sure you have the following in place:

  • People

  • CRM strategy, data, creative and technology

  • Process

People need to be technology savvy

A whole bucket load of things that employees, agencies and consultancies used to do, are now better done by software. The type of people that need to be hired is those that can manage the technology, understand the analytics from the software and develop strategy that can be executed by the technology.

When it comes to customer experience, you need to be able to scale it (which means implementing technology). You need to be able to measure its impact (which means being able to understand analytics). And you need to be able to understand humans (your customers) and what might delight them (in other words strategy).

CRM is not just a piece of technology, it is not just something that sales uses to manage deals and it is not just about loyalty programs

Ask people from a variety of different job roles what CRM is, and you will get a different answer for each. In all likelihood, they are all correct, but if CRM is implemented just for one job function or by only one department, it will not be useful enough to be used to increase customer experience. If you want to know all about all the different use cases for CRM and how they all fit together, we’ve got a great guide here.

Don’t leave customer experience to chance, and get out of email

For every situation that your customer experiences, you need to map out a customer journey that plots out the steps that you want the customer to follow. Whether they have a complaint or issue, or whether they want to upgrade their service. If you lead this to chance, the probability they will have a bad experience is high. Once this is mapped out, build the associated internal process to ensure that when the customer is following this customer journey, everything happens as planned in the back office.

Secondly, do everything in your power to stop using email and instant messaging. Build and implement systems and applications, where work can be better managed, contextually. 

Enhance Customer Experience with HubSpot Service Hub

We help companies optimize their customer service strategy using HubSpot Service Hub. Whether you're already using the platform or exploring its potential, our consulting services ensure you deliver exceptional experiences while streamlining operations.

Latest Insights

HubSpot Implementations

12 min read

5 workflows for successful lead management in HubSpot

How can you ensure successful lead management with HubSpot? Easy - with workflows. Find out what workflows you need and how to set them up.

Read more

Marketing & Creative

5 min read

The Website for One: Why your data needs to work before your AI does

Learn how to unify and clean data across HubSpot and Amplitude to improve CRM accuracy and drive smarter customer engagement.

Read more

Websites & Portals

10 min read

Overcome poorly built websites: how to fix and optimize your CMS

Struggling with a complex, outdated website? Discover how to fix broken foundations, streamline your CMS, and unlock faster, smarter digital execution.

Read more

Sales & Revenue

5 min read

How to use HubSpot's Deal Inspection View

In this article, we explore the Deal Inspection View, its impact on sales pros, and its focus on analysing deal health and velocity.

Read more

Marketing & Creative

7 min read

Only 8.6% of businesses are fully AI-ready - join the few that are

Only 8.% of businesses are AI-ready. Learn how to prepare your data, stack, and strategy now to lead the AI race in 2025. Start your roadmap today.

Read more

Marketing & Creative

8 min read

The cost of bad data: why AI is failing 3 in 4 businesses

Poor data is derailing AI for 3 in 4 businesses. Learn why fixing your data foundation is key to unlocking real ROI from AI.

Read more

Sales & Revenue

9 min read

How to Build a Monthly Recurring Revenue Pipeline in HubSpot

Is your sales pipeline and forecast in line with your business plan and projections? Find out — build a recurring revenue pipeline in HubSpot.

Read more

Marketing & Creative

9 min read

How to build your customer journey map into HubSpot

How to effectively create a customer journey map and how a Hubspot Marketing Consultancy can help you build it into Hubspot.

Read more

HubSpot Implementations

8 min read

Use mergers and acquisitions as a trigger to switch to HubSpot

Explore the advantages of migrating to HubSpot during M&A, includes real-world examples of successful HubSpot migrations during mergers and acquisitions.

Read more

Marketing & Creative

6 min read

Huble partners with Demandbase: powering ABM at scale

Huble is proud to announce a strategic partnership with Demandbase, a leader in account-based marketing technology.

Read more