Boosting global connections with a HubSpot-driven digital directory

The organisation faced several challenges in managing and providing access to its network of service providers:

• Fragmented data management - they did not have a central repository for service provider information, which was spread across various spreadsheets and silos. This made it difficult to access and manage the data efficiently.
• Need for a centralised, cloud-based solution - they required a cloud-based SaaS solution to hold details of their service providers, making the information easily accessible to their staff and directly to their exporters. The solution needed to be globally accessible, secure, and easy to implement.
• Self-service and searchability - exporters needed a self-service portal to search for service providers by category and location. Service providers also needed the ability to set up and maintain their profiles upon invitation.
• Efficiency and reporting - the organisation aimed to increase efficiency by reducing the manual effort required by their staff to provide information to exporters. They also needed to track initial contacts made between exporters and service providers for reporting purposes.
• Integration and compliance - the solution required integration with the organisation's single sign-on (SSO) system for both customers and employees. It also needed to display conditions of use clearly to ensure compliance each time the system was accessed.

After evaluating various partners and suppliers through a competitive RFQ process, the organisation chose Concentrate, recognising their expertise and proven track record in implementing complex, enterprise-scale HubSpot solutions.

In response to the organisation's quest for a robust, cloud-based directory solution, HubSpot's CMS stood out as the smartest tool in the market for creating and managing directory websites. Additionally, the organisation was already using HubSpot for their marketing activities.

Concentrate facilitated the project with a comprehensive approach, ensuring a smooth transition from the organisation’s fragmented systems to a unified HubSpot platform.

Steps taken:

1. Workshops and HubSpot platform education - Concentrate began by conducting educational sessions and workshops with stakeholders, familiarising them with HubSpot's capabilities and demonstrating similar directory projects. This helped align the team's understanding and expectations.
2. Requirement gathering and system design - detailed requirements were gathered, followed by data modelling and system design. Wireframes were created to outline user interfaces and journeys, making sure the solution met all specified needs.
3. HubSpot configuration and data migration - the HubSpot system was configured, and data from legacy sources was migrated. This ensured a smooth integration of existing information into the new platform.
4. Extensive UAT - this covered various use cases, security and access testing, and user experience evaluation to ensure the system's reliability and user-friendliness.
5. Process development and documentation - detailed process documentation was developed, alongside the creation of streamlined workflows within HubSpot to facilitate ongoing operations.
6. User training and onboarding - training sessions were held for regional and global administrators, onboarding them to the HubSpot CRM, and ensuring they were fully equipped to utilise the new system effectively.
7. Global system launch - it was successfully launched across the organisation’s global regions, providing a centralised, accessible directory for connecting exporters with service providers.

The project faced several challenges, primarily due to the organisation's size and the number of stakeholders involved. Delivering the project on time, within budget, and meeting all requirements was demanding. Concentrate managed these challenges through extensive planning, effective project management, and change management strategies.

A significant amount of effort was invested in pinning down requirements and design before implementation. Concentrate's team brainstormed, stretched their limits, and fully leveraged HubSpot’s capabilities. As a result, the project was delivered on schedule, launching successfully in July.

Implementing HubSpot for the organisation's directory website has led to significant benefits for all involved parties, particularly the core customer, the exporter. This solution has streamlined operations, improved customer experience, and provided valuable insights and visibility.

For the organisation:

• Centralised repository - the organisation now boasts a cloud-based, branded, rich, and accurate repository of both their existing and new service providers. This central repository is easily accessible and simplifies the management of service provider information.
• Efficient service provider management - they have a method to invite, review, and approve service providers deemed suitable for their directory. This ensures the quality and relevance of the listed providers.
• Enhanced search and recommendation capabilities - regional and global administrators can now easily search, filter, and share a shortlist of service provider recommendations tailored to customer requirements.
• Feedback collection and analysis - they can collect feedback from customers about their experiences with service providers, enabling continuous improvement and quality assurance.
• Visibility and insights - they have gained insights into customer enquiries, repository usage, and feedback collection. This visibility allows for better decision-making and strategy development.

For their customers:

• Direct connection - their customers can now search, filter (based on market/service types/keywords) and connect with international service providers directly to enquire about their services. This direct connection has significantly improved the customer experience.

For international service providers partnered with the organisation:

• Public platform showcase - service providers have a way to showcase their organisation on a public platform monitored by potential customers, increasing their visibility and opportunities.
• Self-update and maintenance - service providers can self-update and maintain the information displayed on their profile, ensuring accuracy and relevance.

The organisation has seen a substantial improvement in their operations and customer satisfaction since implementing the HubSpot solution. The new system has provided a direct connection between customers and service providers, streamlined internal processes, and offered valuable insights into interactions and satisfaction levels. With these enhanced capabilities, the organisation is well-positioned to continue supporting New Zealand exporters and driving success in international markets.

By choosing HubSpot and partnering with Concentrate, the organisation achieved a centralised, user-friendly directory solution that enhanced its ability to connect exporters with international service providers, significantly improving its operational efficiency and global accessibility.