Before HubSpot, WSC Group had no central source of truth for their new client data. Customer requests came in via the company’s website and information was manually recorded and updated on spreadsheets. With multiple departments and functions to cater for, this meant that much time and effort was spent updating this data, and trying to understand what department was best positioned to serve each customer. As a result, communication with customers was not as swift as it could have been and made for a less impactful experience.
Along with this, they had limited insight into what stage of the process each customer was at, which made it more difficult to determine when follow-ups should be sent and by what department. They also had no way to track repeat customer behaviours, meaning they couldn’t match customers with someone they had an existing relationship with. This impacted the customers experience in that they would be routed to someone new each time and miss out on opportunities to build on the relationship and familiarity from previous interactions.
“Before HubSpot, we operated mostly out of spreadsheets. This was quite time-consuming and inefficient, given there were a number of different departments that all had access to look at and edit this data. It also made it difficult to match people up with someone they previously had a good experience with on our team and provide timely follow-up and compliance.”
An end-to-end view of the customer journeyAs Sarah moved into a regional role, she realised that the company needed to evolve from spreadsheets and into something more automated, efficient and ultimately, effective. It was at this point she started looking for a solution and through her research came across HubSpot.
“I looked at a number of different solutions, but the HubSpot CRM and Sales tools seemed to match exactly what we were after in terms of data centralisation and automation.”
Since implementing HubSpot, WSC Group have dramatically improved their sales process. Each request that comes in via their website is logged automatically in the HubSpot CRM, with all previous customer actions recorded. This gives the team a holistic view of the customer journey and allows them to route customers more effectively, enhancing relationships in the process.
“Each department can see everything that happens directly in HubSpot now without having to update any spreadsheets. We can also see if a customer has dealt with someone on our team previously, and make sure that they get routed to that person again for consistency. This helps build relationships and make for a better overall customer experience.”
Along with this, the company have a holistic view of the customer journey and by using HubSpot Deal Stages, have an instant understanding of the right department the customer should be moved to at the right time. This has made their follow-up with customers more efficient and allowed the company to seamlessly meet compliance rules.
“Previously, it was difficult to figure out what stage the customer was at and when to move them on. We can now check this at any time in Deal Stages -- this is really important for us in terms of making sure we’re following up properly and meeting compliance regulations for the Tax Agents.”
Supercharged referrals, processes and customer experience