Using the HubSpot CRM system to lift E. Helaakoski Oy's customer relationship management to a new level

Introduction

The joint journey of E. Helaakoski Oy and Kaksio began when E. Helaakoski Oy decided to implement HubSpot's CRM system to bring clarity to customer relationship management, sales, and project management. E. Helaakoski Oy is one of Finland's largest companies producing lifting services, with its employees, equipment, and new projects constantly moving around the country, hence the evident need for adopting a new CRM system.

Before the start of the joint implementation project, the issue was scattered data in sales reps' emails and various sources, making data sharing and unified pricing difficult. Previously, there was a rigid and poor system for creating offers, which increased problems in data management and offer creation. Overall, E. Helaakoski Oy wanted to centralize and enhance customer data management and business processes, making it easier to manage a wide range of aspects, from equipment to subcontractors, drivers, and operators.

Well-planned is half-implemented

In the new CRM system, ease of use and agility were crucial for E. Helaakoski Oy There couldn't be too many features, and different user groups needed easy access. Therefore, Helaakoski chose HubSpot as its new CRM platform and partnered with Kaksio Labs for its implementation.

As the saying goes, "well-planned is half-done," the same applies to the adoption of the new CRM system. E. Helaakoski Oy began by having internal discussions with employees about the upcoming data system change, thoroughly exploring the benefits and user-friendliness of the new system. The reception within the company was surprisingly positive.

"At first, there was at least for myself a thought that this might be a long and difficult road. Considering solely the average age of our employees, which is quite high, and thinking about the general attitude towards adopting new information systems, there was some concern about whether the system would be left unused. However, it turned out quite the opposite," recalls Markus Tuomi, E. Helaakoski Oy's ICT Manager.

Part of Kaksio's project model involves thoroughly understanding the customer's business and individual needs right at the beginning before starting the system's implementation. The adoption of the new CRM system went much smoother and painless when there was an immediate mutual discussion about the goals and needs related to the new system. E. Helaakoski Oy highly appreciated this aspect of Kaksio's business design, considering it a cornerstone of the project's success. Kaksio also believed that by thoroughly understanding the customer's business, such as delving into sales processes, the real value could be provided to help improve the business in a better direction.

"It was great to see that Kaksio genuinely wanted to learn and understand how we operate. Many times you see vendors who primarily aim to sell a system, then collaborate on implementation, and in the final meeting, advise to call if there are any questions. The project with Kaksio went so well because they first interviewed our team and gathered information about us, which led to our employees feeling heard and involved in the adoption of this system," explains Tuomi about the successful start of the project.

Thorough data collection helped the Kaksio team understand specifically how E. Helaakoski Oy sells cranes and projects, thus aiding in understanding the needs of the sales rep better. Customizing the system and making various integrations was also easier when it was clear what purpose they would ultimately serve.

More transparent everyday work-life with the new system

The new CRM system has brought much-needed transparency and systematic approaches to E. Helaakoski Oy's management of customer relationships and projects. Internal investigations are said to have decreased, and sales work has thus become easier, as the team has an open view of what has been sold to customers and when. HubSpot's automated functions have also brought relief to field workers. The use is considered effortless because the new CRM system makes tasks like logging emails and calls easy and automatic. HubSpot's mobile application has also been praised at E. Helaakoski Oy – using CRM is no longer tied to a computer, as CRM can now be accessed in the field and during assignments.

"The reason for embarking on this CRM project was to centralize all data in one place, making it visible from the sales reps' individual emails and other scattered sources. Now, information from emails easily transfers to HubSpot, making deal management much smoother," Tuomi explains.

Creating offers, which was previously considered difficult with a poor system, has become significantly easier since the transition to HubSpot. The previous system was rigid and didn't offer the necessary transparency for sales reps to make unified offers possible. Now, offers can be made using the same system where customer information is stored, and they can also be kept in the same place.

"Our sales reps particularly appreciate being able to see what others have offered and can produce similar offers for customers. This uniformity is a significant improvement because even with the same customer, there may be agreed-upon specific features, and now all sales reps can easily see them without constantly needing to investigate and inquire about customer information," Tuomi summarizes the innovation brought by the new CRM system to offer creation.

The key to success: Understanding the customer

Towards the end of the project, it became evident how crucial the initial data collection and Kaksio's understanding of E. Helaakoski Oy's operating methods were. This unique approach drew positive attention at E. Helaakoski Oy, strongly impacting the commitment to the success of the new system.

"This experience taught us a valuable lesson in how a supplier can genuinely dedicate effort and time to understanding the customer's needs. This was crucial for both the project's success and the employees' commitment. We firmly believe that this unique approach would add value and success to our future projects," Tuomi describes.