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This case study explores how Booxi aligns teams across three continents and saves $100k/year with HubSpot CRM by automating workflows, which leads to improved cash flow and enhanced customer experience.
About Booxi
Booxi is the appointment scheduling software of choice for retailers looking to provide exceptional customer experiences.
Products: HubSpot CRM, Marketing Hub, Sales Hub, Service Hub.
In the last ten years, Booxi has evolved from its roots in supporting small independent retailers to becoming a tech powerhouse that caters to some of the world’s largest brands, including LVMH and L’Oréal. As Booxi expanded across three continents, the focus shifted to streamlining data, boosting team collaboration and efficiency, and tackling inevitable growing pains.
Booxi caters to a diverse range of customers, including both small and medium-sized businesses as well as larger enterprises. To better serve these distinct sectors, the company has opted to implement separate CRMs tailored to each group. The choice resulted in data silos, duplicated efforts, and rising costs.
Their workflow was bogged down by manual processes. Sales executives found themselves sifting through their Gmail accounts to uncover leads and interactions, only to manually log their activities afterward. With data streaming into various systems, teams found themselves in a fog of uncertainty, struggling to see what others were working on and making it tough to align their efforts.
Bertrand de Buyer, the Head of Sales at Booxi, said “We needed a place where we could consolidate information and be the truth to which everybody in the company could get to.”
Having a single source of truth would really help meet the leadership’s increasing need for real-time reporting. This would allow Booxi to identify sales trends, gather marketing insights, measure customer satisfaction, and uncover opportunities across various segments.
Boosting teamwork through HubSpot
Booxi discovered the solutions they were seeking in HubSpot. They implemented a unified HubSpot CRM tailored for both SME and enterprise clients, incorporating the Marketing Hub, Sales Hub, and Service Hub. Booxi took a smart approach by starting with HubSpot’s Starter Packages and seamlessly transitioned to the Pro versions as their requirements grew.
HubSpot’s tools have truly transformed the capabilities of individual teams, but its real power lay in the centralization of data and aligning global teams. One of the standout features of HubSpot was its incredible user-friendly interface, allowing Booxi to take charge of the platform on their own without the burden of paying consulting fees.
Bertrand shared, “HubSpot’s CRM is completely tailored to our needs. We can adjust the configuration every week if we wish and that’s the kind of agility that is really crazy and you don’t often see in software.”
Booxi’s teams effortlessly came together, ensuring that every customer and lead interaction was captured flawlessly. Gone are the days of working in silos! Now, every department can tap into a single source of truth, which has really boosted collaboration.
“Our teams have just adopted HubSpot naturally, because everybody gets value from it, whether it’s management or the teams in the field.” shared Bertrand.
Bringing together existing tools
For Booxi, achieving widespread adoption of HubSpot was a key focus. Luckily, HubSpot is seamlessly integrated with the tools people already use daily, making the whole process a breeze.
By linking Gmail and Intercom through straightforward connectors, it became easier than ever to communicate and manage contacts seamlessly. They also made it a priority that every team member engaging with prospects whether in sales, support, or delivery utilized the platform and synchronised their email and calendars. Every email exchange was seamlessly captured in HubSpot, making the process a breeze.
Bertrand shared, “It was kind of magic that your mailbox was automatically synchronized, and you didn’t have to log your meetings or emails manually. This makes the adoption of the tool much easier compared to other CRMs.”
Booxi has truly levelled up with the integration of Intercom and HubSpot, this powerful combo provides a comprehensive 360-degree view of each customer, enabling Booxi’s sales and marketing teams to craft personalised experiences, anticipate customer needs, and send out targeted communications like never before.
Harnessing the power of automation
Booxi has rolled out approximately 90 workflows. Automated processes are stepping in to take over those repetitive tasks that consumed so much of their time, allowing them to focus on the more valuable work that truly matters.
They’ve taken some impressive steps by automating the qualification of contacts and ensuring they reach the appropriate teams. Plus, they’ve implemented alerts that swiftly highlight any data quality concerns. They’ve streamlined a variety of features to help leads navigate the funnel according to their engagement and behaviour, creating a smoother journey towards conversion.
Effortless and self-sufficient reporting
HubSpot has transformed the way Booxi approaches reporting by bringing every team and data point together in one centralised hub. Business leaders can now effortlessly access the insights they need on their own, eliminating the need to reach out to IT colleagues for assistance.
Bertrand said: “What’s included in HubSpot is just a goldmine for the leadership team that wants to get access to vital information and real-time reports.”
Enhanced customer experience
Booxi has found an invaluable partner in HubSpot’s Customer Success team. Together, they’ve successfully rolled out features such as the Forecasting, Prospecting and Quote tools, enhancing their capabilities and growth.
Booxi is all about harnessing the latest features and tools to elevate the customer experience.
When enterprise clients expressed the need for a customer portal to access their committed service levels, Booxi seized the opportunity with HubSpot’s tool, successfully launching a tailored portal in just two weeks.
“This was quite huge for us, because we were able to build a portal using our existing teams without having to recruit anybody.” shared Bertrand.
“Within weeks, customers could reach out to us via the portal. We could track their tickets and ensure we got them processed under the timelines that we commit to. We’ve given more autonomy to our customers, fulfilled our commitments, and improved their level of satisfaction”
30 hours saved a week
Booxi has seen incredible time savings thanks to the automated workflows from HubSpot.
“We literally almost never have to type in something manually,” Bertrand shares. “Most changes are handled automatically, allowing everyone to focus on their own business.”
Bertrand predicts savings of about 20-30 hours each week. He shared, “That’s huge because it’s equivalent to almost half an FTE year round.”
$100,000 saved per year
Boosting efficiency and productivity throughout teams whether it’s sales, marketing, customer success, or IT results in significant cost savings. Bertrand estimates that these savings could reach an impressive $100,000 annually.
“In the past three years alone, we’ve saved the recruitment of two people, whether that’s someone in IT, sales ops, support ops, or marketing. As a business that operates without any external investment, that’s a lot of valuable savings.”
With HubSpot’s all-in-one solution suite, Booxi can save on costs by not needing to invest in extra technology, such as a service desk tool. HubSpot offers everything in a single all-in-one package that is easy to set up, use, and manage.
“With our customer portal, we saved the cost of subscribing to a service desk tool, like Zendesk. And we don’t have to subscribe to Calendly or any other meeting tool because what HubSpot has is great out of the box. By using everything that HubSpot has to provide with their multiple hubs and all the features, we don’t need to buy anything else.”
Improved cash flow
Booxi has dramatically reduced the payment turnaround time for its larger clients, cutting it down from six months to just one month, a total game-changer.
Bertrand said: “Previously, invoicing large customers took four to six months due to complex setup and lengthy payment cycles. With HubSpot, they’re invoiced within a month of execution.”
This approach not only simplifies operations but also speeds up cash flow, which is a significant benefit for Booxi.
Improved decision-making
Booxi has taken its reporting to the next level, thanks to HubSpot’s centralized hub, which is paving the way for smarter strategic decisions.
Bertrand shared, “With HubSpot’s reporting, we can easily assess past performance and build our whole budget, determining very easily the individual objectives that we would give to the business staff team, the partnership team, and marketing teams.”
This approach also frees up a lot of time for the business, eliminating the need to wade through days of manual spreadsheet work just to achieve the same outcomes.
The influence of HubSpot
Bertrand shares that achieving their current revenue and business velocity would have been a much tougher journey without HubSpot.
“We also wouldn’t have had the right insights at the right time,” he mentioned. “So every decision would have taken us a lot more time and our progress would be slower. You can easily come to the conclusion that we wouldn’t be where we are today if we hadn’t used HubSpot.”
Bertrand is eagerly anticipating the opportunity to generate even more value for Booxi through HubSpot.
He mentioned, “I love HubSpot, because I can basically do everything I want with it. What’s exciting is that we’re going to get even more value from it as we explore everything around AI that HubSpot has been implementing and become even more connected and efficient.”
We wouldn’t be where we are today if we hadn’t used HubSpot. Our teams have just adopted it naturally, because everybody gets value from it.
Bertrand de Buyer
Head of Sales, Booxi
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