Tips, Tricks & Best Practices

HubSpot Employee
HubSpot Employee

Creating a culture of Empathy and Good Judgment

Creating a Culture of Empathy and Good Judgment

Andres Del Castillo

Industrial Engineer and M.B.A.

HubSpotter since October of 2019

| July. 11. 2020





Key Concepts: Empathy, Listening, Use Good Judgment


  • A culture of Empathy

Empathy is the cornerstone of successful and lasting relationships with your customers. Every employee in your organization must be willing to help out customers at any given time and it all starts with listening to their needs and concerns.


The HubSpot tools will allow you to forge meaningful conversations with your clients and to build better relationships with your customers. Whether you are communicating with customers via Feedback Surveys , Chat Flows, or Tickets you will always gain valuable knowledge and insights from actively listening to what your customers have to say. The HubSpot Service tools will give your customers a voice and they will help your people to develop the habit of listening to others. Your team will also acquire a problem-solving mindset to solve for the customers and that is a win-win for all stakeholders!





The right use of Contact/Company properties will allow you to understand your customer's story and to visualize the buyer's journey, which will ultimately enable your team to develop empathy for your customers. Contact Properties will also help your organization to accurately map and understand your clients' needs, especially if you use Buyer Personas.


  • A culture of Good judgment: 




We are convinced that HubSpot can also help your organization to develop a culture of Good judgment (after all at HubSpot we are all about Using Good Judgement!). The use of shared Contact, Deals and Companies records will lead to a feeling of shared accountability, because everyone is responsible for information management on HubSpot. Every new HubSpot user should be encouraged to conduct themselves properly and to use good judgment when they are handling data (protecting customer information is a fundamental part of creating internal and external trust)


We can see that HubSpot not only allows you to solve for your customer needs and reduce friction in the buyer's journey, but it will also encourage your team to be transparent and to build customer relationships that are based on trust and accountability.


Key HubSpot Tools and Tips to consider


  1. Properties: Properties should help you to map and tell your customer needs and stories. HubSpot users should always exercise good judgment when they manage information. Adequate User permissions will ultimately help your organization to build trust in your processes and protect client information. 
  2. Customer Surveys and Tickets: You should use Customer Satisfaction Surveys and Tickets to understand customer concerns. Consistently listening to your customer needs will allow your organization to implement processes that are customer-oriented and to quickly address service failures.
  3. Chat with your website visitors: Chatflows are a valuable tool to engage in meaningful conversations with your customers and they are a great way to build better relationships with your clients. Using these powerful communication channels (whether it is a regular chatflow or a chatbot) will give your customers a voice and their use will help your organization to build internal and external trust in your processes.

In what other ways can HubSpot help you to connect with your customers? Do you have any best practices when using HubSpot tools to help customers?


If you want to learn more about other ways in which HubSpot can contribute to your organization's culture and processes we also recommend the following posts:




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