Are All Systems Go for Your Customers?

I was talking with a friend the other day about a certain inbound marketing website we both love (cough, HubSpot, cough). He asked if I was signed up to their list, and I am — I love their free tools and reports; they put out some excellent content.But then he related to me what really frustrates him about the HubSpot experience, and I agreed that it could be improved upon. I want to clarify up-front that it’s the process I’m calling out here, rather than HubSpot itself. I see it on dozens of lead-generation websites.When you try to download any of HubSpot’s reports, tools, or videos, you’re asked for some standard information such as name, company, email, and so on. You’re also given the option to sign up for notifications of future reports and resources as they become available. Once you’ve filled out the form, you’re taken to a download page where you can access the content. All of this works great.Remember Your CustomersThen, once you’ve downloaded the report and signed up for their email list, HubSpot will occasionally let you know about a new report. Here’s where it becomes frustrating for the end user. You’ve already downloaded a report and filled out the personal information. Clearly, you were entered in their database, because they’re emailing you about downloading another report. Yet, when you click on the link to download a new report, you’re taken to the same landing page as everyone else, and asked to fill out your personal information again.As a user who’s downloaded a dozen or more reports from HubSpot, I can tell you it’s a little annoying having to fill out my personal information every time. HubSpot certainly has my information; they could make it easier for me by embedding a special link in their email taking me straight to the download page. They could still track the link back to my profile in their CRM system, achieving the same end result while greatly improving the user experience, and likely leading to far more downloads.Are Your Processes Customer-friendly?Are there processes in your business that work fine, but the customer experience could be significantly improved? Look closely at your procedures through the eyes of your customers — and ask yourself, where can you improve the experience.

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  • Chris A

    I’ve experienced this issue also and it can really turn people off. What they should do is have this page pop up once a year based on the date you last filled it out. This way they will have data that is up to date on their customer.

  • Pamela Seiple

    Hi Brandon,

    First of all, I’m glad you’re enjoying and finding value in the content we release! The issue you mention in this article is something we’re totally aware of, and we’re working on a way to simplify the ease of download for those who repeatedly download our content. I’m sorry this is such a pain point for you and some of our other fans, but I hope you’ll take comfort in knowing we’re working to improve the process. Hope you have a great week!

    Pamela Seiple, HubSpot

  • http://www.brandoneley.com beley

    Pamela,

    Thank you for taking the time to drop by and respond. It’s obviously not just a “HubSpot” problem… lots and lots of sites could improve their lead generation processes. I only used HubSpot as an example because you guys do such a great job with almost everything you do. I have no doubt you’ve already been aware of the issue and are working on it. Can’t wait to see what you guys come up with.

    Best,
    Brandon