You can reduce friction by looking at how your teams are structured, why customers are churning, and where prospects are getting stuck in the buyer’s journey. For example, poor internal processes, lack of communication between teams, or misalignment between your customers and your employees. Friction is anything that slows down your flywheel. Since you’re applying force to your flywheel, you also need to make sure nothing is opposing it - that means eliminating friction from your business strategy. By focusing on how you can make your customers successful, they’re more likely to relay their success to potential customers. For example, inbound marketing, a freemium model, frictionless selling, a customer referral program, paid advertising, and investing in your customer service team are all forces. Forces are programs and strategies you implement to speed up your flywheel. The speed of your flywheel increases when you add force to areas that have the biggest impact. The most successful companies will adjust their business strategies to address all three. To show you what we mean, let us first explain how the flywheel works.Īs we mentioned above, the amount of energy, or momentum, your flywheel contains depends on three things: When you think about your business as a flywheel, you make different decisions and adjust your strategy. And we’re definitely not redefining the same process. With the flywheel, you use the momentum of your happy customers to drive referrals and repeat sales. All of the energy you spent acquiring that customer is wasted, leaving you at square one. Other models think of customers as an outcome - nothing more, nothing less. This energy is especially helpful when thinking about how customers can help your business grow. Think of it like the wheels on a train or a car. The amount of energy it stores depends on how fast it spins, the amount of friction it encounters, and its size. Invented by James Watt, the flywheel is simply a wheel that’s incredibly energy-efficient. It is remarkable at storing and releasing energy - and it turns out that’s pretty important when thinking about your business strategy. The Flywheel is a model adapted by HubSpot to explain the momentum you gain when you align your entire organization around delivering a remarkable customer experience. To grow better, your organization needs to deliver a remarkable customer experience – that’s where the flywheel comes into play. When companies grow better, they meet even the highest of customer expectations, and the result is a better business, better relationships, and a better path to growth. Companies that align their success with their customers, not only scale, but create delight, loyalty, and love from the people who matter most. When companies make short-term decisions that sacrifice long-term relationships, compromise their values, and mislead, customers use their influence to share that information quickly and widely.Īt HubSpot, we believe there is a better way to grow - a way to grow better. And one of those expectations is that businesses should care about more than transactions. Today, customers are skeptical, knowledgeable, and have bigger expectations than ever before. Talk to any business owner or executive and ask them how their industry has changed over the past several years, and chances are they’ll mention their customers.
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