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

About the client
Rit Inc.
HP：https://rit.jp/
Industry: IT and BPO
Employees: 10 to 50
Industry: retail

Rit Inc. (founded 2013, Saitama) is a next-generation BPO company running back-office outsourcing alongside a web business covering analytics and marketing support.
It delivers a wide range of back-office work, from data entry to call centre support, accurately, quickly and at low cost, with more than 3,000 clients and 95% customer satisfaction. It is also strong in digital work such as website production and SEO, combining efficient back-office operations with revenue growth.

The problem: split information, and no clear picture of the customer

Rit’s problem was that information was split and understanding customers deeply was difficult. Day-to-day enquiries and orders were in spreadsheets and revenue in an existing system (Prokan), so each person had to work in different tools and the work had become complicated.

For example, when a salesperson took an enquiry, checking its progress afterwards meant moving across several sheets. Accounting used Prokan for revenue, which meant checking several spreadsheets while entering and verifying information in Prokan, so working across teams was difficult.
There were serious problems from a marketing and sales point of view too. They could not see which kinds of customers were most likely to convert, or where lifetime value grew through renewals.
As a result they could not put effective sales or marketing in place, and relied on individual instinct and experience.

Because everything was entered by hand, fields were missed and wording varied. The data became inaccurate, and the quality of collation, analysis and reporting did not improve.

What they chose to resolve this was HubSpot.
The aim was to strengthen a way of working that combines efficiency with revenue growth.
We moved them to HubSpot in three steps.

1. Setting out the existing process

We took careful 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

Bringing enquiry management together
We organised the enquiry information that had been scattered across spreadsheets and brought it into HubSpot’s CRM.

・Bringing revenue information together
We built a way to record the revenue data that had been entered into Prokan in HubSpot’s deals. That lets the flow from order through to revenue be followed end to end.

・Optimising the screen design
We designed the layout so that salespeople move easily from an order to revenue management without hesitation. We reflected their feedback immediately – this layout works, this field is unnecessary – and adjusted as we went. Repeated improvements to usability sped up adoption.

3. Careful support for the team

Sessions based on real scenarios
We ran sessions for staff, working through the flow from enquiry to order to revenue hands-on, and stayed with them until they were comfortable with the new system.

Improving how forms are used
Using HubSpot forms, we reviewed the fields. Building a way to improve the enquiry form through iteration laid the groundwork for higher-quality leads.

Through this we kept the disruption of migration to a minimum and built a HubSpot environment everyone finds easy to use.

Results: Information in one place, and a basis for analysis that drives revenue

After adopting HubSpot, Rit saw three main results.

1. One process end to end
Enquiry, order management and revenue, which had been split, are all in HubSpot. There is no need to move between tools, and efficiency has improved substantially.

2. Customer analysis that drives revenue
With data in one place in the CRM, they can analyse which kinds of enquiry lead to revenue and to higher lifetime value. Strategy can be built on customer behaviour, and sales and marketing have become sharper.

3. Better lead quality through form improvements
Being able to review form fields flexibly in HubSpot means the marketing team can iterate on its own, which has sped up the growth of the whole organisation.

A comment from Rit Inc.

Rit Inc. said the following about the results.

“One of the main reasons this project worked was the support of NowVillage, a HubSpot Platinum Partner.

With our hands full day to day, NowVillage built almost all of it for us.

They know HubSpot’s features and configuration well, but they also understood our business deeply and designed the implementation around it. It helped that they made proposals with improving our process and growing revenue always in view, not simply supporting a tool.

Their support was also kind and thorough.
They ran detailed sessions so that the team could start using it without worry, and offered fixes immediately when something came up. They supported us from implementation through to adoption as a genuine partner.

For any company considering HubSpot, a partner like NowVillage is a real asset.”

They taught us how to use it carefully too, and we can now add and customise properties ourselves. Migrating let us build the efficient way of working we had wanted.”

In this case we did not only resolve split information but delivered new value through HubSpot: understanding customers in a way that drives revenue.

We believe what produced this was not simply introducing a tool but setting out the process and designing from the point of view of the people doing the work.

Rit plans to make further use of HubSpot’s analytics and marketing automation to strengthen sales and marketing.

If you are considering HubSpot, or weighing up which CRM, MA or SFA to choose, please get in touch with NowVillage. As a certified HubSpot partner we support the right implementation and operation for your growth.

Please do get in touch.

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