How we helped Bate Boligbyggelag create better processes to enhance the customer experience

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Bate Boligbyggelag had data stored in many different systems and a lack of structure to identify and cover data gaps in the customer journeys.

Markedspartner helped Bate Boligbyggelag improve customer journeys by collecting and analyzing data and implementing HubSpot as a CRM system. This enabled better processes that helped strengthen the customer experience.

About Bate Boligbyggelag

Bate is Rogaland's largest housing association with over 65.000 members. They work to build and provide housing for members, offer member benefits, and assist housing cooperatives, condominiums and welfare associations with operations and maintenance. This involves working both B2C and B2B, with a number of different customer journeys adapted to private individuals and organizations.

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The collaboration with Markedspartner

Markedspartner helped Bate Boligbyggelag improve their customer journeys by implementing HubSpot and integrating multiple systems together that enabled better processes to strengthen the customer experience.

"We had data in many different systems. We lacked an overview. After some testing, we found that HubSpot was the best fit for us. And then we needed a reliable partner to help us with the implementation. We chose Markedspartner because they were competitive on price, had the expertise and they made us feel safe."

- Cecilie Dybdahl Birkeland, Senior Communications Advisor, Bate

What were the challenges?

Before working with Markedspartner, Bate faced several challenges:

  • Lack of CRM and customer service systems.
  • Data stored in different systems, which prevented a complete overview.
  • Work processes dependent on manual Excel lists.
  • Little visibility and sharing of data across departments.
  • Lack of structure to identify and cover data gaps in customer journeys.

So what did we do?

Markedspartner helped Bate implement HubSpot as a common CRM and customer service system for the entire organization. This included:

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Data integration

Creation of integrations between Bate's ERP system and HubSpot to ensure the flow of relevant data.
Establishment of data structures to identify different roles an individual may have (e.g. member, resident, chairman/board member, partners).



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Interdisciplinary collaboration

Sales, marketing and customer service gained access to the same system for better collaboration. Introduction of a customer service ticketing system that simplified the tracking of requests.

Training and adoption

Training and adoption

Gradual introduction of new processes and systems to ensure that employees adopted the solution. Ongoing communication and training to demonstrate the value of the system to each employee.

What were the results?

The collaboration between Bate and Markedspartner has resulted in several improvements:

  • Comprehensive customer overview: Bate now has an overview of all customer journeys and their associated data.
  • Effective communication: Data and communication are available to all relevant employees, which strengthens the customer dialog.
  • Better work processes: Automated processes have freed up time and increased efficiency.
  • Improved customer service: The call center can now quickly answer questions by finding relevant information directly in HubSpot.

Learning and continuous improvement

Get the people on board: Implementing new systems requires time, dedication and clear communication.
Take it step by step: Start small and gradually add more functionality.
Management support is critical: Involvement from management is essential to drive the change in the organization.
Focus on data: Make decisions based on data, not gut feeling. Identify where there are gaps in the customer journey and start there.
Employee involvement: Include one or two super users from each department who can help anchor that the process we're designing will work in practice, and who can later help with adoption.

The road ahead

With a solid foundation in place, Bate is now looking to further improve its customer journeys through increased use of automation, data-driven insights, and even closer collaboration between departments. This includes:

  • Further development of personalized experiences based on user data.
  • Extending the functionality of HubSpot to meet more needs.
  • Continuous measurement and optimization of customer journeys.

Bate demonstrates how effective use of technology and data can improve customer journeys, increase efficiency and enhance the customer experience. The collaboration is an example of how to succeed with digital change by putting the customer in focus.