Bringing fragmented information together in HubSpot for customer understanding that drives revenue | Rit Inc.

■ Company profile
Rit Inc.
Website: https://rit.jp/
Industry: IT, BPO
Employees: 10-50
Product: Sales Hub

Rit Inc. (founded in 2013, Saitama City, Saitama Prefecture) is a “next-generation BPO services company” running a BPO business for back-office operations and a web business providing web analytics and marketing support.
It provides a wide range of back-office work, from data entry to call centre support, “accurately, quickly and at low cost”, and boasts a track record of supporting more than 3,000 companies and 95% customer satisfaction. It is also strong in digital initiatives such as website production and SEO, and has built a structure that combines more efficient back-office operations with higher revenue.

The challenge before implementation: fragmented information and an invisible picture of the customer

Rit’s challenge was that “information was fragmented, making it difficult to understand customers deeply”. Day-to-day enquiries and order management were handled in spreadsheets, while revenue management used an existing system (Prokan), so each person had to work in different tools and operations had become complicated.

In sales, for example, when a salesperson received an enquiry, checking its subsequent progress meant going across multiple sheets. The accounting staff used Prokan to check revenue, so they had to enter and check information in Prokan while referring to multiple spreadsheet tabs, which made collaboration across departments difficult.
There were also serious problems from a marketing and sales perspective. They could not tell which customer segments were most likely to lead to orders, and which would go on to increase LTV (customer lifetime value) through continued contracts.
As a result, they were unable to put effective sales strategies or marketing initiatives in place, and relied on the intuition and experience of individual staff.

Our HubSpot implementation support

The tool chosen to resolve this situation was “ HubSpot“.
The aim of the implementation was to strengthen a structure that combines operational efficiency with higher revenue.
The migration to HubSpot proceeded in the following three steps.

1. Organising the existing workflows

We carefully took stock of how spreadsheets and Prokan were being used, and clarified which information was needed and which was duplicated.

2. Designing and building the HubSpot environment

・Integrating enquiry management
We organised the enquiry information that had been managed piecemeal in spreadsheets and integrated it into HubSpot’s CRM.

・Integrating revenue information
We built a system for entering the revenue data previously entered in Prokan into HubSpot’s “Deals” feature. This made it possible to track the whole flow from order to revenue management consistently.

・Optimising screen design
So that salespeople could use it without confusion, we designed a screen layout that makes it easy to move on to revenue management after an order is won. We immediately reflected feedback from salespeople such as “this kind of layout would be better” or “this field isn’t needed”, and fine-tuned the screen design. Repeated usability improvements sped up adoption across the company.

3. Attentive hands-on support for employees

・Briefing sessions based on real work scenarios
We held briefing sessions for staff, operating the system hands-on through the flow from an incoming enquiry to an order and then to recording the revenue, and supported them until they were used to the new system.

・Support for improving form operations
Using HubSpot forms, we reviewed the design of the input fields. By setting up a system for improving the enquiry form fields through the PDCA cycle, we built a foundation for acquiring high-quality leads.

Through these initiatives, we kept the disruption of the system migration to a minimum and set up a HubSpot environment that is easy for every employee to use.

Results after implementation: centralised information and an analysis foundation that drives revenue

After implementing HubSpot, Rit achieved three main results.

1. A single, unified workflow
“Enquiries, order management and revenue management”, which had been fragmented, are now consolidated in HubSpot. Staff no longer need to switch between different tools, and operational efficiency has improved significantly.

2. Customer analysis directly linked to revenue
With data centralised in HubSpot’s CRM, they can now analyse which kinds of enquiries are most likely to lead to revenue and LTV. Strategy can now be planned on the basis of customer behaviour data, and sales and marketing activities have become more precise.

3. Better lead quality through form improvements
Because form fields can now be reviewed flexibly using HubSpot forms, the marketing team has an environment in which it can run the PDCA cycle autonomously, accelerating the growth of the whole organisation.

A comment from Rit Inc.

Rit Inc. gave us the following comment on the results after implementation.

“One of the major factors in the success of this project was the support of NowVillage, a HubSpot Platinum Partner.

With our hands full with day-to-day work, NowVillage built it for us almost from scratch.

NowVillage not only knows HubSpot’s features and settings inside out, but also designed the best implementation for us based on a deep understanding of our business itself. It was a great help that they did not simply ‘support the introduction of a tool’, but always made proposals with improving our workflows and maximising revenue in mind.

Their support was also very kind and thorough.
They held detailed briefing sessions so that our staff on the ground could start using it without worry, and whenever an issue came up they immediately offered a fix. They truly supported us consistently from implementation to adoption as a ‘hands-on partner’.

For companies considering implementing HubSpot, I think a partner like NowVillage would be extremely reassuring.”

The HubSpot certified partner behind the implementation: NowVillage Inc.

In this implementation case, we not only resolved the problem of fragmented information but also delivered new value through HubSpot: “customer understanding that leads to revenue”.

At NowVillage, we believe the key to this result was that we did not simply install a tool, but placed importance on organising workflows and designing from the perspective of the people on the ground.

Going forward, Rit Inc. plans to make further use of HubSpot’s analytics features and marketing automation to strengthen its sales and marketing activities.

If you are considering implementing HubSpot, or are unsure which CRM, MA or SFA to choose, please talk to NowVillage. As a HubSpot certified partner, we support the implementation and operation best suited to your business growth.

Please feel free to get in touch.

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