Customer Delight Refresh + Killer New HubSpot Service Hub Updates [HubHeroes, Video EP82]

Except for the fact that Ryan Reynolds is coming inbound and we're excited about it.

I saw that and I was like, is. Is his keynote just gonna be you and him hugging for an hour?

I mean, seriously, like, what's funny is I. I saw that and I was like, wait, did. Did Hub Heroes just tell the future? Because if you go back to when we were talking about inbound and like, hey, who would you like to see? And all sudden Devin was like, this person. This is who I'd like to see.

Wait, question, question. George. Do you think. Do you think Dharmesh and Brian and Yamini are teeing us up for a Hub Heroes pre show? I mean, I think that's what's happening.

Maybe they're all listeners and they're like, that is one hell of an idea. Let's go ahead and get him here. Maybe we did this and we just don't know it.

You know what? This is what the white women on Instagram called manifesting. I think that's what happened.

And I agree with them. I am definitely live laugh loving right now.

Oh, that's right. And you're not even like the clearance version and home goods of the sign. Live Laugh Love. You are the brand new version for this season. I think it's beautiful.

Look at that.

Live Laugh Love. Devin. Live laugh love.

Do it, brother.

But full, full transparency. Every year HubSpot puts out request to see, to ask who would you like to speak at? Inbound. As long as I have been aware of Inbound. What is that?

Yeah, I gotta. I ended up getting a call in my. My.

Was it Ryan Reynolds? Max. Was it Ryan? It was Riri.

Wow. Listen, if Max, if you could get him on the show, we would probably blow up, brother.

Yeah, we could do a combo. We could have him talk about marketing and gin. It'd be great.

Yeah. And Mountain, by the way.

But anyway, nice you knew about this months ago. O Chad. Ooh, Chad. He's pointed. But I am also very impressed being able to sit on that kind of information.

Yeah, I would.

I only for a week ahead of time.

And I. I also will say shout out to Chad, saying I think they're doing a Chub Heroes pre show. Heyo. And welcome back to another episode of Hub Heroes Everybod.

Holy crap.

This is what you miss out on when you're not in the live audience when we do these totally professional, not unhinged recordings. Because I will tell you, as evidenced by the episode that we did last time, which if you're listening on the audio feed. You heard maybe 40% of what was actually recorded.

There was a lot of editing on that one.

My favorite part was looking in ClickUp, and it was the first time I saw George actively need a note. So you're going to actually. You need to listen to this one because there's a lot of cutting.

Pay it. I literally used the words, pay attention, homie. Like, that was. That was the thing.

Speaking of homies, which is an absolutely terrible segue, I got to be honest. We've spent a lot of. Okay, we spent a lot of time talking about the HubSpot Content Hub, and I am seeing that as our resident content strategist. Like, we have talked about AI. We have talked about. Is it still a cms. We have talked about AI Again. We've basically spent like a month and a half on the HubSpot Content Hub. But I want to remind everybody of something very important, something that Max has taught us on multiple episodes of this podcast. The HubSpot flywheel has three components, not two. And we've been spending a lot of time in the attract and engage and not enough on the delight. So I want, as we start this episode, for everybody to take off their inbound hat for a moment and remember that when we are off the clock, we are customers. We are buyers, we are clients. And you know what? I freaking hate that moment with a crappy company where you can feel the shift from when you become a prospect that they are trying to woo to become a customer, to the moment you actually become a customer and they no longer care about you because you have clicked the buy. You have signed the contract. So that's why today's conversation matters. That is why we are here, back in the delight bucket, to talk about service.

Light bucket.

A delight bucket. It's like chicken, but it's delight.

That word.

Nothing for 10 minutes.

And we brought you out for Bucket.

Yeah, you melted his brains and really bothered you. You literally melted his brain with delight. Bucket.

Two words, everybody.

Wow.

Eleven spices and seasonings. Service.

I don't know.

Maybe.

Maybe.

I don't know. That's what we're talking about today, though, because we haven't. I can't believe this, guys. We haven't talked about customer delight since episode nine. And episode nine. And this is episode 83.

Wait, what?

Yeah. So we have all been delightful delinquents. So that is what we are here to talk about today. The new. I know we've talked a little bit about it, Devin, but we did not. We haven't done a deep dive on delight. You are on mute. I got him pointing at me, though.

He's going after it. But we can't hear.

Still on mute.

We can't hear him.

You've gone into a tunnel, my good sir.

Yeah, I don't.

Sorry, I completely forgot my mic was off here. Here's the thing. I was full on ranting just now.

We could tell you.

It's bucket angry. He's bucket angry.

Yeah.

The reason why I'm pointing is because I'm pointing it at us just as much as I'm pointing it everywhere on. This is the world. We are guilty of the same thing that every other company does.

That's right, my dude.

The customer success team. An afterthought. We were so focused on sales and.

Marketing and the glittered customers, and they've become your brand evangelists. There's literally a life cycle stage in HubSpot called Evangelist for a reason. Not just because they decided they needed to add another thing in between customer and other, but because they're painting a picture of the future of. If you're going to treat humans like they're humans and create great experiences for them, then you're going to need a place to segment them so that you can talk to them in a certain way and do certain things for them. But these evangelists are going to talk about your products, your services to their friends, to their family, heck, even to fricking strangers that they end up having conversations with. They're going to be like, hey, right? So you have. You have to think about that. The power of delight also is going to enable this thing. And then I'm going to be quiet. First of all, this question. When I was kind of prepping for the show, it brings back memories of when I first started kind of exploring the HubSpot flywheel concept, when. When HubSpot brought it out, which, by.

The way, we had a lot of feelings.

You. You know, I'm torn between the funnel and the flywheel, but that's a different conversation episode about that.

So if you want to go.

Yeah, I'm just gonna stay on track here and share why delight is so crucial in this journey that the humans are supposed to be going on and should be going on. And honestly, I remember working with a small business owner, Will, for her safety, we'll call her Sarah. As we move forward. Sarah needed help delighting her customers. She was initially exceeding, extraordinarily exceeding at attracting new humans and engaging with those new humans. But they never seem to stick around, which, listen, if you're listening to this, watching this and you have a they're going out the back door problem, then this conversation of delight should be something that you're diving into. And so we started focusing on the delight stage of the flywheel. And listen, if again, delight it sound. And by the way, HubSpot is even, I think it was Dan Tyre used the word delation maybe for the first time on the planet. And I was like, the word delight or delation, it's just not a feel good buzzword. But it's, it literally is about when we're saying this word. As we move forward on this podcast and we're talking about these pieces, I want you to know it's about creating memorable experiences that make customers want to stay. And not only stay, but advocate. Become evangelists for your brand, right? So think of it like you're hosting a dinner party. You don't want your guests to just enjoy the food. You want them to enjoy the food and feel welcome, feel valued and be excited to return the next time that you decide to host a party. And you have to ask yourself as a business, are the humans that you're serving excited to come back again and again and again to your products, to your services, to the educational training that you might provide? Because the same principles apply to your customers when you delight them, you make them feel special, you make them feel appreciated. And when I break this down and I stop and think about the HubSpot flywheel and the journey we take our customers on, there are a few reasons, Liz, to get to the real point of your question, that delight is essential. The first one is that we as humans. I'm going to see how many times I can throw that in there, but.

One more, give me one more. Give me one.

Humans, we as humans should be focused on how much can we build trust and loyalty? Can every action we take, can everything we're thinking of the strategies, build trust and loyalty? Customer trusts your brand more when you feel genuinely or when they feel genuinely cared for. This trust turns into loyalty. The loyalty turns into customers that are super golden and they stick around through you through thick and thin. Listen, I've got clients who, when I had to send out, I didn't, by the way. But when my wife sent out the email of like, man down, man down in the hospital, many clients historically that I've seen that work with agencies would have been like, well, that don't have jack to do with us. All of our clients were like, dude, take the time. Get well like these because they've been delighted, right? And so this is how you keep a stable revenue stream, by becoming so good at delighting them, building that trust and loyalty that it's, it's a relationship, a friendship instead of just a transaction that when the transaction is done, it feels icky. Kind of like you talked about at the beginning is this also enables something that has helped us be able to be who we are and become who we are. Going from George B. Thomas LLC to Sidekick Strategies. And that's word of mouth marketing. If you look at our analytics of social, of SEO, of email, and you apply it against word of mouth marketing to close customers, but the only way you get there is because you've delighted customers and they've become your brand evangelists. There's literally a life cycle stage in HubSpot called evangelist for a reason. Not just because they decided they needed to add another thing in between customer and other, but because they're painting a picture of the future of if you're going to treat humans like they're humans and create great experiences for them, then you're going to need a place to segment them so that you can talk to them in a certain way and do certain things for them. But these evangelists are going to talk about your products, your services, to their friends, to their family, heck, even to fricking strangers that they end up having conversations with. They're going to be like, hey, right? So you have to think about that. The power of delight also is going to enable this thing. And then I'm going to be quiet. Feedback and improvement. When it becomes about relationship and friendship, it's easier to get the feedback. When you have the feedback, you can improve. If you don't have the feedback, improvement becomes very difficult. Happy customers are more likely to provide that valuable, valuable feedback for you. They want to help you improve because they care about your products and want to see it succeed. Why? Because your products and services are directly tied to how they're going to succeed. So it's a this beget that type scenario, AKA the flywheel, where if they help us get better, we get better, they get better, they help us get better, we get better, they get better. And this is why delight is. Now listen, I could talk about return. I could be talking about creating a positive culture. In other words, I could continue and continue and continue. There's multiple reasons why this is important. But Hub heroes, listening to this or watching this like you might be wondering what to do. And here's the thing I want to say before we all jump into the rest of this thing, start by understanding your customers needs and desires. Now I'm going to say that again because when I first say that, what I hope people aren't hearing is what your features of your products and services and benefits are. No, no, I, I literally said start by understanding your customers needs and their desires. And then once we really know those, now we can personalize the experiences and we can start to surprise them with thoughtful gestures and always be there to support them. I need everybody listening to this to reflect on how you can exceed their expectations. But to exceed them, you, you have to understand what they are. Have you actually asked in some sort of way with a HubSpot tool what the frick they actually expect from you? Because if you haven't asked that question, you don't know the expectations. And it's almost impossible to exceed those expectations. And by the way, I'm talking about at every touch point, so. Liz, that's why it's important.

So wait, George, I, I just need you to bring some clarity to this.

Yeah.

You know, you didn't have to join this episode if you weren't passionate about it, right? Like if you didn't really have anything to add.

All right, well, just hospital room all week.

You had to get that out.

Take the note out. I'm hearing the note, I'm taking the note.

Right. Some energy. You can only lay around for so long and then you're like, I can't wait to get on the show.

All I know is that he said I was super happy.

I just imagine the nurses in the hallway just being like, this guy won't stop saying.

The funniest thing. Here's. I will tell you this, this is a real thing. And it made me smile. You know how they, and by the way, I'm sorry, Hub heroes, listeners, this, this may actually.

Oh, we're not sorry.

This might be valuable, but you know, you have nurse rotation, right? And they come in and they talk about why they're there, blah, blah, blah, blah, blah, blah. And I got to like my third nurse rotation. And the nurse said to the other nurse, by the way, he's one of the easiest, kindest humans that you're going to have to deal with on your shift. And, and I, I just kind of sat there quietly. But when they walked out the door, I got this big shitty eating grin. And I'm like, yes, yes, I am. Because I, I, even though in pain, I wanted to show up as a good human and I wanted to not take out on them what was happening inside me. And like I was purposely Focusing on this and to see that output from a human. From a human's mouth.

There we go.

I was like, I'm. I'm achieving my goal here.

I love that. All right, Devin and Max, I want to ask you something because. So we have. Devin, you are a current hubspotter. Max, you are happily living your life. But you were a. You see what I did?

Former. That was my.

You're hubspotter for life. Whatever, whatever.

Take the sprocket out of the bully. You know what I mean?

I don't know why that made me like moderately.

Okay, okay. All right.

The life bucket is better than sprocket out of the boy. Let's be perfectly honest.

I feel like that would be a great. Like, like Astro Boy, though. Enter Sprocket boy. Like.

All right, just don't, just don't put it, don't put a sprocket in a delight bucket because.

Yes, no problems. I think that might explode.

That actually makes them both less scary sound.

You're right. Devin, I did have a question for you about delight going off the rails at all on question two. We're fine. It's fine. It's fine. Nobody's messing with my outline this week. It's fine. No, I'm kidding.

Now I know what to do next.

George, I understand you.

I was gonna say you didn't. See, you didn't. You weren't here for that. You didn't.

No, he was here for that. He was a hundred percent here for that. The trauma. So Devin and Max, as permanent members of the HubSpot family and a sprocketful delight bucket. I do have a question for both of you. What have you found in your experience that most inbound organizations get wrong, even the most well meaning ones, when it comes to customer delight and how to do it?

Well, the point, they forget the point. The point of delighting a customer isn't to check boxes. It's to make them happier. At HubSpot, we say we help our customers grow better. And I've seen entire slide decks that break down every segment of that phrase. So when I say we mean it, we mean it. And generating content for the sake of generating content is noise. You are contributing to the ever filling landfill that is the digital landscape. When what you should be doing is listening more and saying things that resonate. And if you cannot do that, at the very least elevate others in your ecosystem who can. And if you can't do that, then shut up. Wait, hold on. This episode had the disclaimer in the Beginning, right?

Yeah, it did.

It did. Yeah.

It said that Brian Dharmesh and Yamini fully support and endorse every word that comes out of your mouth and that you and Ryan Reynolds will be married.

The good thing. The good thing, Devin, is if you pay me 50 bucks, we'll leave it in during editing. That's beautiful.

Completely underestimate my willingness to blow up.

My own life for giggles of delight. Are we delighting our customers or are we delighting ourselves?

I'd like to delight Ryan Reynolds.

Okay, so this is my fault. This is my fault as the host of not making sure we had a shared definition of delight before we began. But we will fix this in post. Talk to me.

Hold on, hold on.

Since we're still talking about the parts we're going to cut out, I just want to say this. Okay, Moving on.

Wait. It wasn't me. It wasn't me. I didn't do it.

It wasn't me.

No. You know what to do with the last 15 seconds, right?

Noah, just listen to me. Noah, keep it in.

Devin doesn't.

What are you gonna do? What are you gonna do?

Yeah, he should on this one. Are we gonna get the Max or not?

Guys, guys, can we talk about the fact that Max is the responsible one right now, and he doesn a steering wheel. That's where we are. Are you.

He's being Papa Max right now.

I'm getting, I'm getting, I'm getting.

Listen, that's got to be, like, the fifth or sixth seal. We got to be close to the end.

Can we just point out for the record that it wasn't me and I didn't do it?

Yes, Liz, it wasn't you. You didn't do it this time.

But let me tell you about Chinese.

Oh, my God. Can we. Can we just. Can we just get to Max?

No one was gonna say anymore.

It's. It's almost my nap time.

Hey, Max, what do most of my doorganists get wrong about delay? No.

God. I think they underestimate the impact. Which is ironic, because when I asked most companies what they were doing to or what they were doing before they came to HubSpot and how they were getting new business, the answer was always word of mouth, right? Which is funny, considering, you know, it's literally caused by delighting people. Right? If that's the only lever you have to pull, if you don't have any sales, if you don't have any marketing, all you really have is a good product or at least a decent product. But you know how to take care of people, right? You know, so it's funny, when organizations get bigger, they kind of tend to, you know, forget how much of an impact it has. Right? And like here's the other thing too, you know, net new business is great, but you know what's even better than that? Renewals and repeat business, right? And guess who does that? Your customer service team, not your sales rep, right? The all the people on your customer service team and all the people that are responsible for delight, they're the ones doing all that legwork to make sure someone comes back and buys again, right? Not just the salesperson convincing them to do it. Right. You know, and I think a lot of people forget that and don't put a huge emphasis on it. That's why you don't see, for example, service people have any sort of like commission on renewals and stuff like that. It's still all going to sales rep because there's a lot of broken thinking around that, right. You know, so I think the other thing that I would like mention too and is, is like why is this stuff and so important? What's better than a marketer that you pay?

Oh yes, please Max, go for it.

Do it, keep going.

Marketer.

A marketer that pays you, right? Customers, your promoters, the people that are, have been taking care of you so much because either you had a great product or, or you know, and it was exactly what they thought they were going to buy, right? Or you know, they had some kind of problem and you took care of them or you were, they were in some weird situation and you didn't make it like difficult for them to get help or, or, or, or get this, maybe you actually took steps to ensure that they were actually successful with your product, not just happy, right? Which you know, it's not about making customers happy. Happy is a byproduct of making your customers successful with whatever the fuck you sold them, right? Yeah, I didn't bleep that one out because it's important to understand, you know, so like, you know, a lot of times people just like aren't thinking about this stuff or they aren't like, you know, when they think of the flywheel and they think of delight, a lot of the times they think that just means like bending to a customer's will or giving out free stuff or, or you know, spending a ton of money on stuff that doesn't generate non revenue generating activities. But it's just like the wrong way to look at it, right? Like you got to take care of your customers and like, that's what's going to turn people into promoters and get them to go amplify all the marketing messaging that your marketing team's doing. Right? When they got. When you have customer proof, when you have things like, you know, case studies and testimonials and positive reviews and like, all this stuff, none of that's going to happen if you don't have any sort of, like, intentional motions around how you delight people. Right? That's, that's where all the momentum comes from. Right. When you can leverage your existing customers. Right. And, you know, on top of that, like, we've all heard, it's, it's more expensive to go get a new customer than it is to retain one. Right. And, you know, it's, it's important to retain those folks and keep them happy and get them to bring other people to you. Right. It's just physics.

So now that we've got a nice little delicious bucket refresher. George, I actually want to come back to you for a moment because the goal of today's conversation is not just to remind people that, like, hey, maybe you should make your customers happy and not make them feel like crap. Duh. That, that is important. But we wanted to dig more into the tools today. Specifically, we have some updates that we want to be talking about to the HubSpot service hub. But given that it's been a while since we've had some dedicated time in our feed to the service hub. George, for the folks at home who either have Service hub and are neglecting it and aren't using it to its fullest potential, or maybe are, like, thinking about it but are not quite there yet, can you give us a quick refresher on what it is and the mindsets we should be embracing when we're looking at this technology?

Yeah. So again, I think this is a, for many people might be a Wait, what? Moment, because. And what I mean by that, by the way, one of the things I found fascinating during our super admin training that we started like two week ago, we talked about HubSpot objects and how people think when they think about HubSpot default objects. And most humans, if you ask them, what are HubSpot default objects? They'll say, companies, deals, tickets and contacts. And I, and they, and I literally had a room full of. Wait, what moment? Humans. Because when I told them that, did you realize there's 15 default HubSpot objects right now in your portal? 15 default objects, not 4. So we don't live where we used to live. The fact that lists and workflows are now a default object in HubSpot should be blowing people's minds. Same situation here. If you historically ask people what is HubSpot Service Hub, they'll say it's knowledge articles, it's help, you know, or it's knowledge articles, it's surveys, you know, it like they'll list off three to four tools, right? Pike Tickets. I can do tickets and I can do knowledge articles and I can do surveys. We like that's, that's the historical mindset. We live in a whole new world with everything that's been being built. Why do you think there's been a hundred updates and 33 betas that we could have taken in and used in the last 34 days? Because HubSpot is doing things. But when I think about what HubSpot Service Hub is now a it's help desk and ticketing where we have the ability to manage and resolve tickets by the way with AI driven insights underneath them. Human powered, AI assisted. We have the knowledge base which enables self service to reduce these support requests. We also have in here omnichannel messaging so we can communicate across multiple channels seamlessly in our inbox with chat and email and now phone, we've got even an AI powered chat which is in beta, but you can use a GPT powered chatbot to route users to support where it needs to be. We've got SLA management, Customer success workspace which by the way is in beta to drive retention with health scores and insights and things like that. We've got feedback management with surveys, we've got conversation intelligence where we can capture and analyze call details with AI. By the way, one of my fastest growing favorite things is HubSpot calling and the fricking conversation intelligence tied together. You've got customer portal, you've got the fully integrated smart CRM underneath it, add on service analytics, the team management and the mobile inbox, not to mention automated customer service where we can automate tasks to focus on problem solving for the humans. And all of a sudden you realize it's not four fricking lines in the SaaS software, but something that you could use to absolutely change the way that you do business. Mindsets. Liz, to be honest with you, we could probably do a whole episode on mindsets of actually around delation and like the service hub because we could dive into things like, well what are the customer centric mindsets that we should have? What's the continuous improvement that mindsets we should have? What's the data driven decision Mindsets we should have, what's the personalization mindsets we should have, what's the collaboration mindsets we should, what's the technology adoption, problem solving, trust and transparency, accountability mindsets we should be having. But we don't have a whole episode for this. So here's a couple of things. One, customer centricity I want us to really lay into because it's really important for humans to understand that when empathy drives your strategies, tactics, methodologies and beliefs, you're going to get to a place where you can actually empower the humans and delight them. Also want people to realize, because we've talked about this a little bit in the past, back driven mindset, meaning if you don't have a voice of customer system set up with HubSpot right now and have that feedback loop so that you can improve, then you definitely need to be doing that. I also would lean in here for the third and final thing that I'm going to talk about. Could talk about more. But if you don't have a dope segmentation mentality because now you can actually segment customers and provide more relevant and targeted support, more relevant and targeted conversations, more relevant and targeted education because they are segmented, a customer is not a customer. That's why we literally customized our life cycle stages. We have customer, by the way, we also have historical customer in our database because we're segmenting them in a separate way. And inside of both of those we even have secondary segmentations for both of those for us to truly understand how we should be doing this. So those are three that you should be thinking of. Segmentation, definitely feedback driven. And third, empathy. So you can truly empower the humans that you're helping.

Once again, George, not much to say on this episode, huh?

Just a little bit.

Just dabbling here and there.

Just dab. Just a little dibble dabble.

Max, what do you got for me?

Wait, Devin, where are you going?

No, I was just encouraging George to come out of his shell.

But really, George, take the. Hear the note and take the note.

All right, so I, so I really have kind of like one man mindset around like service hub and all kind of stuff. Well, you got to remember is like great tools aren't going to make people who don't give a shit about your customers give a shit about your customers, right? So like first and foremost you got to go out and you got to either find people who you know can give a shit about actually helping your customers out and genuinely care about it, or you got to create a culture that Encourages that or fosters that. Right? The way you want to be looking at the Service Hub tools, right, Is making sure that technology is not a barrier for those people to be able to help them. Right? So when I think about things like the knowledge base, right? Again, to go kind of back to like, the idea of physics is like that knowledge base is sort of like a heat shield for these folks that are already overwhelmed helping everybody else out, right? Why do you want to get customers to be able to like self serve their problems? It's like, well, sure, people feel empowered when they're able to find an answer to like solve it on their own and. Right. And a lot of people don't like to talk to folks, right? But the other reason you do it is you want to make sure that like you don't have to send every single person who just wants to reset their password to a human being because that human being should be freed up to solve more complex issues, right. And not get burned out. Right? So like, when I, when I think about like all these different things that we've added into Service Hub, it's really more just stuff that like, like you should look at it as a way to enable your team to not let technology get into the way and make it easier for them to solve problems, but not get totally overwhelmed and like destroyed by like an onslaught of, you know, customer issues, right? Because you want to be able to let them manage their day more effectively. You want to be able to manage burnout. You don't want to lose good people that actually give a shit about helping your customers out, right? Those are of the most important people that you can retain because that is a trait that is rare to find and difficult to build a culture around, right? So you want to protect those folks as best as possible. You don't want technology making it harder for them to do that thing than for them not want to do that job anymore, right? So look at the service hub lens or service hub tools through that lens, right? And I think you'll find like more practical ways to deploy it and think about it the right way and really get an understanding of like what your team needs to do their job better to actually like take care of people and, and like what's stopping them, right. And look at the tools in that, in that way, I guess.

Max, I love the point that you brought up there because it reminds me of a conversation, quite frankly, George, that I had with one of our clients this week. So they are a commercial cleaning company, they're based in Australia and One of the things that they. That I was talking with the owner about quite a bit this week is that he says a lot of times sometimes their clients will lose sight of the fact that if our cleaners are happy, our clients will be happy. If the people who are doing the work of delusion, whether it is inside or outside of a bucket, with the people who are doing the. Look, I'm watching Max's soul escape his body in real time. It's so beautiful. Look at that. I can hear that hissing noise. That's what that is. No, but when we think about the people who are actually in charge of delivering the delight, right? And I say this as someone who has worked in customer service department. I was Comcast customer. I was a Comcast customer service supervisor. So if you were Big Mads, if you were Big Mads, you were being escalated to me. I did that for a couple of years. But I've also worked in small customer service teams like my. The majority of my career before I switched to inbound marketing in 2014, I was in customer service teams. And what I will tell you is that there was a direct correlation between the tools with which we were empowered to help the people we were serving and how well we were empowered to be happy. Delighted people. Delight people. Unhappy people do not delight people. Unhappy people. Pass those unhappy savings on to other people.

Hurt people. Hurt people.

Hurt people. Hurt people. Especially hurt Comcast people. Hurt Comcast people.

People.

It was awful. Okay, so let's start digging into the tool a little bit. I'm going to open this up to the floor. I know all of us were taking a look through that big feed of all of the different service hub updates, but I'd love to hear from you guys. What are the HubSpot service hub updates? We're the most excited about that people should be looking at.

So I think obviously, like, the big one is that Customer Success workspace.

I saw that. What is that?

So the customer success workspace is basically the. You know, the. The equivalent of like where a CSM would live or someone in a CSM like, role. It's hard to use the word CSM because that has like such a. Such a direct connotation to be like, oh, it's somebody works at a SaaS company, right? When it's like, no, like any sort of customer service, customer delight, customer success, customer experience, whatever, support person, right. You know, it gives them their space to work. Right. And their home to live in. Kind of like the prospecting tool did for our BDRs and our full cycle AES and stuff like that. Right. The, the more exciting thing, though, is not, oh, here's this cool new workspace and it does all these things. The more exciting thing is the shift that you're seeing in Service Hub to not just be about reactive support, but also start to think about how they're handling proactive success. Right. Because if you think about it, Service Hub is really just for a support team. You had tickets, you had your knowledge base. Right. You had your surveys. Right. All things. I mean, surveys is. It's kind of hard to argue that, to put it just narrowly in that bucket. But like, you know, bucket.

You said bucket. There was a man from Delight bucket.

Oh, my God.

Well, no, because I'm just saying you can use. It's obvious that you can use service, you know, or, sorry, surveys for things other than just, you know, support stuff. Right. You know, gathering feedback's always important and you could do that proactively. But like, when you look at things again, like customer portal tickets, conversations, inbox, help desk, like, this is all very much geared towards reactive support type motions, not necessarily proactive success type motions. Right. So it's really cool to kind of see them, you know, clearly sending a signal that they're building the tool in that direction to be able to support both of Those motions and CSMs or whatever the industry equivalent is in whatever business type you work in. Right. And it's cool that they have that place to live and there's going to be more stuff for them to help make their customers successful, not just be there when there's a problem. Right. Which is very much what it was before, or at least perceived to be.

Yeah. Devin and George, what are you excited about in terms of the most recent Service Hub updates?

For me, I am. And it's going to sound corny, but I'm actually excited for the marketing around the Service Hub updates.

Oh, talk to us about that, buddy. We like to have.

Service Hub has been around for longer than some people think about.

Yep.

And.

But the problem is, is that when it rolled out, it was almost like a soft launch. It was so quiet. People had a hard time, you know, wrapping their heads around the value of it, especially when their existing solutions were doing just fine. But with the past two revamps and especially with the launch, with the updates like Salim said, custom events and health scoring, super exciting sleem in our audience.

Yeah, yeah.

So, yeah, this is a great time for Service Hub and for people to wrap their heads around Service Hub. Case in point, the app integrations. You've always been able to integrate with every part of HubSpot almost through APIs. That's nothing new. But now we are helping people understand that you don't necessarily have to abandon ship with all of your existing tools. We have apps that will integrate with your existing tools. Jira. Well, Pando segment, I had to look at the notes because I don't use those tools but you guys do and they work with HubSpot and you should try it.

Yeah, I think you bring up such a good point about marketing using stuff that's happening in the service hub, quote unquote. You know, I mean it could be as simple as like, oh, you know, we're doing NPS surveys and we got a, you know, you know, a customer referral campaign coming up. Why don't we see people who have literally said that they would recommend us to somebody else and use that info to target them. Right? Or like even when you think about customer health score, right. Maybe now, when things aren't going so great at a company, when your customer success systems are separate from your marketing tools, it's almost impossible. Right? Unless you've got some crazy big brained, well thought out integration which as we all have kind of seen, those are, those don't happen a whole lot. Right. You know, so just like again, more and more parts of your business happening inside of HubSpot means there's more and more data points. Right. That marketing can use to adjust the experience. Right. That customers have with your marketing, which is cool. So.

And well, and I would say yes to everything Max said, but I would say everyone can use all of those data points. Like that's the thing. I, I get so frustrated when we think of things like in Hubs and I get so frustrated when we think of things in departments versus like a company using a tool. It just kind of simplifies the complex. And honestly, like Liz, there's two things that I want to mention here and they're on the back of something. If you recall back a little bit ago in the episode I talked about that there's 15, 15 default objects. And by the way, if you don't follow Dharmesh on LinkedIn, what the heck's wrong with you? But I'm going to call back to this thing that actually happened on LinkedIn where it was a conversation Connor Jeffers said something about lists and workflows being Jackson HubSpot and Dharmesh literally on LinkedIn said, between us friends, I'll let you in on a secret. We have been on a 12 plus year journey to make everything in HubSpot an object, thereby getting maximum leverage from the HubSpot framework. There there's this magical multiplicative effect that happens as the HubSpot framework gets more powerful. As the framework gets more powerful, all objects that are on the framework get smarter, get smarter, get more capable. I did doubles there for a reason, which by the way, Liz says that you're in Riverside in more than one tab, so check.

I've already closed it.

Okay, thank you, Noah. Edit that part out. So here's the thing. I want to bring up two things that I'm super excited about. One, if you go to your settings and you go to your objects, you're not going to visibly see something that an update talks about is there or will be there, but is a power that is in part of HubSpot already and that is user object. User object is available in workflows. Workflows can now be configured to be user based. Customers will experience the same behavior that they are used to when building workflows centered around users. You know what I hear when I hear that? Centered around humans. That's what I hear. That's what I hear when I hear that. So here's the thing. All sudden you have a user object that you have in workflows and then if we double down, there's the AI assisted or assistant to create workflow actions. I am so in love with the future power that this will give because workflows has always been a place that has been confusing, frustrating, fearful. I could keep listing negative mindsets and feelings around the workflows tools because they think that it's complex and they might potentially break something. And so to have a. And again, this is as bad as it will ever be because it will always be getting better to have an AI assistant help create the workflow actions that could be centered around the user object or any other object. Now all of a sudden we get into a place where we can truly start to have conversations around automatic, the magical, automated, augmented like. Because there's these different layers of what we can and should be doing with these tools. And by the way, are we talking about Service Hub and Service Hub updates right now? Yes. Did everything that just came out of my mouth work for sales? Yes. Marketing? Yes. Other departments that will be in HubSpot in the future, like, I don't know, HR, accountants?

Probably.

Yes.

These are the things that start to excite me. There's another one, but I'll just, I'll keep that on the down low for right now.

Now I want to know what it is.

See, I might have done that purposely. If you have.

Did you just. I'm not going to say something. Liz is going to ask me.

Well, it's better than getting yelled at. If you have not checked out the reply recommendations in Help Desk yet, you need to check out the reply recommendations and Help Desk. It's an update. Users will see reply recommendations in the Help Desk composer and can send, edit or close suggestions with one click of these recommendations. This takes me back to like SEO recommendations and all the things that we could be doing, should be doing, should be paying attention to. But from a helping humans side of things, I think this gets real powerful.

Do those recommendations look at your knowledge base content?

So I don't know exactly what it looks at. I can give a link or we can put a link. I don't know if we can put a link in this because it's in different portals. We may have to create a video. What I will say is in the update, Max, it does talk about how it learns over time.

So I mean, you have to imagine like if you're setting up like your AI chat bot or whatever, it's. It's all got the same data it's looking at. But it'd be interesting if it was like something in the settings for quick replies on like what are you training that thing on? Because so it does.

I will say this. I will say. I will say this. Max, it says, first of all, toggle the setting on to pull in Knowledge base as a source for reply recommendations. Now here's where it gets interesting. To further refine your sources, click on the AI Content Sources button. If you're using both AI Chatbot and reply recommendations, the sources you add to this page will inform both tools.

Cool. That's tight.

So, George, I'm going to ask you here in a moment about the betas you are excited about. But before we get to the betas, we've been making jokes about the fact that I was the supervisor you escalated to when you were big Mads about everything. And I've worked at a number of customer service organizations and I've heard all of you throughout this episode, referral tangentially to maybe other departments could start paying attention to some of the insights and intelligence that customer service is gathering and whether you have a big call center or whether you just have like one or two folks who are tasked with handling tickets or questions that come in from your customer service team. I mean, I gotta be perfectly honest, I think part of the disconnect and maybe things have changed since I was in customer service, but I think there is this incorrect assumption, depending on people who you talk to, where they consider marketing and sales a discipline and customer service something you deal with. Yeah, I mean, there were. I remember I've worked at companies where I was on the customer service team and it was considered less of a discipline, less of a talent, less of a skill set because I wasn't in marketing or sales. So I think what's been fascinating as, as we've seen this flywheel mentality and mindset come into where delight and service is a critical part of the customer journey and not just an afterthought once you finally get them to be a customer. It's really refreshing to see that change. But I think more organizations need to adopt that mindset. Customer service and delight is challenging. It is hard. It is something that should be proactive to Max's point and not always reactive. And I don't think people always look too kindly upon the people and the discipline that is required in order to do it. Well, anyway, that's my little. That is my little soapbox for today's episode. So, George, talk to us about the betas.

Yeah, there were a couple you were hyped about, which by the way, two of the things that I mentioned previously are betas. So like the user object is beta and the. I believe the recommendations is a beta. However, I'll keep going with my favorite betas because one of the things that is in beta now is this idea of weighted rotation option in meeting rotations and that allows us as HubSpot users to create a weighted rotation for booking meetings through the CRM. So think about why that matters and how it works. And, and if you've ever wished you could have more granularity to how the meetings were being dispersed amongst your team, this beta right here is going to get you into that kind of place. This other one that I'm going to mention, it might be a. Really, dude? Really? You're excited about that? God, I can already feel the hate mail because I know that I I stepped on a platform where I was super pissed that you could actually enroll people in a sequence with a workflow. I stood on that hill. However, there is a new private beta that is actually Sequences Embedded Automation, meaning they're adding a new Automate tab to the Sequences tool, allowing users to effectively create and manage automated enrollment and unenrollment triggers directly from the Sequences tool.

It's sick.

Which, this. Yes. If you start to think about and if you start to build your sequences, your templates in a different way. And if you start to again. And by the way, this has been a big theme for me over the last 30 days, rethinking how you're using HubSpot and going to use HubSpot. Because the HubSpot that you once had is not the HubSpot that you now have. Let that sink in for a second. But if you rethink templates and sequences and automation and where and why it'll work. This is actually a magical beta that you should be diving into and thinking if it makes sense for your business. So there's two more that are updates to the service hub. You know, tickets, knowledge surveys. No, no, that's not what it is. It's not what it's going to be.

I love it. Max and Devin, are there any other updates you're excited about, beta or otherwise? We covered all of it.

I'm.

The thing is, is that I'm not really tracking beta updates. That's not something that I do. It's the worst, the absolute worst part.

You hurt George. You've wounded him. Can you see that? God, he just got out of the hospital. Devin, I might need a minute.

I might need a minute.

Talk amongst yourselves.

People who love HubSpot spot dream of working at HubSpot. All I can say is, you know, this is the one thing that.

This is facts.

Well then, Devin, I actually want to keep it with you for a second. I would love to hear from you, though. Even though you are coming from deep within the sprocket bucket. I would be curious to hear from you.

Oh my God, that was beautiful, wasn't it? I'm sorry.

Those were spirit fingers.

My friends were spirit fingers.

Well, are spirit fingers. Oh, what I would love to know.

From you, the listeners, are.

This is what happens when you don't hang out with us during the live recording. This is what you miss, Spirit fingers and inappropriate commentary. But Devin, what I want to hear from you, though, and Max, also you as well, is that I am prepping for this episode as someone who. I mean, I work with George. So if I'm not living, breathing, huffing HubSpot, like every waking hour of my life, I'm behind. But even so, I remember preparing for this episode and being like, man, this is not like the good old days of HubSpot, where it's like updates came out in batches. You know, there are just constant changes to the platform. Whether we're talking about Service Hub, whether we're talking about cms, Hub is now suddenly content Hub. Whether we have all the commerce Hub just getting released like right out the gate. What I would love to hear from you guys is what is a way for people who are hubspotters to effectively try to keep their brain wrapped around the constant updates that are coming out of Big Orange.

Ignore the product update panels. Stop licking that thing every single morning and come watch me and Kyle. Come watch me and Kyle break down all the week's greatest updates on the Monday morning briefing with.

You know what that sound is, guys? That's not hot air escaping a balloon. That is called shilling. That is however.

Tricks.

However.

I love it.

With that said, double down on the shill, but go ahead.

Yeah. However, with that said, Max, you need to after this episode put a link to where I could send people for that. I need that because I. I will add it to my super admin training deck because I literally have a slide that is how do you pay attention to all of the updates and keep up to date and not feel overwhelmed? And I literally have about one more slot that feels like it should have your name on it that we're talking for you Maxi baby admins during the training.

Be fair. Me and Kyle. Kyle. Kyle.

Yeah. Yeah.

It's so.

Yeah.

Hashtag HubSpot. No, there's a HubSpot tips and tricks page that he runs.

In there every.

Every Monday. Every Monday. Monday. Not every Monday. At every Monday at 10:30am Eastern. That's when you want them to show up. Kyle accidentally sent out a newsletter to everybody on the which Celine pointed out in the chat. During it, Kyle accidentally sent out an email to everybody saying it was at 9 o' clock and so no one showed up. For our episode last week we had 14 people. The week before we had 185 people watching live.

Nice.

Yeah, Kyle nailed it.

Can get my show on real quick.

Away, buddy.

Yeah. So I understand a lot of updates. A lot of information comes at you fast. If you go to the HubSpot YouTube page, you'll see interesting. HubSpot biannual product spotlight. It's been up for three weeks, has 563 views. I'm looking at a marketing and marketing and sales automation tutorial. And knowing the person who put it on, I know is going to be bananas. Thousand views. Like the information is out there. It's like that one episode of the Simpsons when they changed the area code and everyone knew about the homer. Like what about the area code camp? It didn't even tell us the flyers, they didn't Tell us. I'm wearing a shirt right now. They didn't say anything. We can only put the information out there so much.

You.

You have to be able to search for it. So I would highly, highly, highly recommend going to the HubSpot YouTube page. We put a lot of effort into it and I say we because you're going to see me all over that bad boy.

You know, there was the shell.

You know, I would like to say this. I don't have a weekly show or anything, but, you know, you're on one. I know, but like on tomorrow morning, if anybody wants to, like, hang out while I live stream doing laundry, like, I can vibe and talk about HubSpot. That's all I got.

Wow.

Wow.

Everybody needs some good laundry tips. I'm just saying.

I know, because apparently I can't get my own socks into my own. I've been staring at those two socks on the floor for an hour and it's effing killing me. It's killing me. Anyway, George, take us home. For our listeners at home, this has been a really great episode. We've talked about mindsets, we've talked about big picture stuff. We've gotten to the nitty gritty of the tool. I love episodes like this. But George, if you were to bring some focus, if you were to tell our listeners the most important takeaways that you want them to keep in mind coming out of this episode, regardless as to whether or not they have HubSpot or service hub, what would you say they need to remember?

I mean, there's. It has been a really good episode. I would a couple things. One, if you're somebody who hasn't used the service hub, hasn't purchased this, the service hub, because you historically looked at it and said it's just not that. It may be that now. So I would say re diagnose if this tool makes sense, especially when you plug it in to the rest of what you're using and what that actually equals for you as them being connected pieces of your business. The other thing I'll say is that for me, we have to rewind to the very beginning of this conversation. Max said something about it. Devin's. You said something about it. Liz, I know you're a big advocate of it. I went on a whole diatribe of it. At the end of the day, if you're a marketer, if you're a sales rep, if you're a CEO, if you're anybody that is not in the service department, it is your job to delight your customers. It is not only the job of your service department to delight the customers, it is a 100% all hands on deck team effort to delight them as they're driving up to your doorway, to delight them when you open the door, to delight them when you're serving the meal, and to delight them while they're hanging out on your couch enjoying your house for the rest of your life using your remote and your toilet. In other words, your products and your services delight across the entire board. And I'm waxing a little bit funny, but I'm speaking complete truth. It is a 100% team sport, so how the heck are you going to do that if not all your teams are using the same football that happens to be orange and happens to be awesome?