Better customer experience with sales process design and HubSpot CRM

Jay Solutions is Finnish reportage and analysis tools focused company providing scalable and customer oriented solutions for asset management industry and end-users. In close collaboration with its customers the company is constantly developing their services utilizing modern technologies including cloud computing and machine learning.

Eight years ago Jay Solutions separated from Jam Advisors, a Finnish wealth management company, and became an independent company focusing on reportage and analysis tool development. After the separation the sales processes were left on the other company and all operations were started with a clean slate. However, since the company and the business grew the need for a proper CRM system raised its head. Jay Solutions had a bunch of customers and prospects and high growth expectations but the current CRM system didn’t meet the needs. It was time for a proper change.

HubSpot offers possibilities for future business scaling

After a thorough mapping of the different systems in the market, Jay Solutions ended up choosing HubSpot for its functionalities. Head of Sales, Juha Raumolin says that HubSpot offering possibilities for further business scaling was the one thing that impacted the most on the choice.

"We were looking for a cost-effective system created by a reliable and large enough provider. HubSpot is doing enough product development to meet our needs and makes it possible for us to plan ahead on possible business scaling to digital marketing, for example."

Raumolin says that there is some CRM knowledge in the team but they were lacking the deep understanding of the HubSpot system. They wanted a partner in the project, Kaksio Labs.

"We do have some understanding of CRM systems in the team but we still thought we could use some HubSpot guidance. The end result is always going to be better with an agile partner."

Functioning sales processes are the key for better customer experience

The first step of the project was to design the sales processes. Jay Solutions team recognized the challenges of the industry: sales work is not industry specific, processes are long and the target audience is limited. The current CRM in use was customized meeting the needs of the previous company and also the sales people stayed in the other company after the separation. With the help of Kaksio Labs’ business designers the project team started to scope and design functional sales process models for Jay Solutions.

"Kaksio Labs team has excellent sales knowledge when it comes to the sales process design and reportage. We haven’t even thought reportage could be so comprehensive. Our needs and hopes met well with Kaksio’s agile operations models and the best practices for our business  were found during the project", Raumolin says.

The project ran smoothly and the organization has adapted the new CRM system very well. Through the change there have been adjustments in the company’s operations models, as hoped.

"The organization has welcomed the HubSpot CRM system with open arms. What’s most important is that the data is now always correct and in the right place. Our goal is to deploy the system in an even more comprehensive manner throughout the whole organization and at the moment we’re guiding new users on the system", Raumolin says.

The Jay Solutions team has found the HubSpot system very easy to use. Especially the sales work and predicting the sales is easier than before and according to Raumolin the perks of the system can be seen as better customer experience.

"We’re now able to serve our customers the way they prefer since the data is working how it’s supposed to. The customer experience has evolved a lot. In the long run I feel like we’re able to make better decisions and make our business better with the data."

Raumolin recommends Kaksio Labs as a partner for such projects where concrete change is wanted in an agile manner.

"The CRM system deployment and the overall project ran very smoothly despite the global pandemic (covid-19). We communicated remotely but very actively. We really got all the benefits( of choosing a partner) we wanted and more: more substance knowledge, concrete additional value and HubSpot sparring."