Client Challenge

The client’s communication strategy was fragmented and inefficient, making it difficult to effectively engage prospective families. Multiple sites and divisions operated in isolation, with no centralised data, reporting or consistent processes.

Brand usage and service standards varied between departments, creating an inconsistent customer experience. The client sought a more integrated approach to deliver a seamless customer journey and drive stronger engagement and conversions.

As the organisation continued to grow, its communications approach struggled to keep pace. Prospective families were not being engaged as effectively as they could be, with messaging often feeling fragmented and outdated.

Operating across multiple sites and business divisions, teams had gradually developed their own ways of working. While this allowed departments to function independently, it also created silos that made collaboration and consistency difficult. There was no centralised source of data or reporting, meaning performance insights were limited and decision-making lacked clarity.

Brand application, processes and service standards varied between departments, resulting in an inconsistent experience for families interacting with the organisation. The leadership team recognised the need for a more joined-up approach that would create a seamless and engaging customer journey, strengthen relationships with prospective families, and ultimately improve conversion rates.

Solution

To address these challenges, a comprehensive review of the customer journey was carried out, mapping every stage from initial enquiry through to post-purchase engagement. This analysis covered all routes to purchase and examined interactions across marketing, sales and service teams, revealing the need for a more integrated and coordinated approach to managing prospective client relationships.

To support this transformation, the introduction of a centralised CRM platform, HubSpot, was recommended. Implementing HubSpot would provide a single, accessible source of data across the organisation, enabling improved visibility, consistent reporting and more informed decision-making.

Beyond centralising data, the platform offered a suite of tools designed to strengthen the organisation’s ability to attract visitors, nurture leads and improve conversion rates. HubSpot also enabled enhanced email marketing, sales automation, call tracking and recording, content management and social media management, helping to create a more connected and efficient customer engagement strategy.

Results

HubSpot was successfully implemented and integrated within a short timeframe, supported by comprehensive staff training to ensure confident adoption across the organisation. The introduction of the platform proved transformational, fundamentally improving how teams accessed, shared and used customer data.

Teams now benefit from a single, reliable source of truth, providing full visibility of prospective client interactions. This has enabled staff across marketing, sales and service functions to engage with families in a more informed, consistent and personalised way.

Centralised reporting has given leadership greater insight into performance, including the ability to track and evaluate the effectiveness of marketing campaigns. The use of video content and automation at key stages of the customer journey has helped deliver a more structured, engaging and consistent experience for prospective families, while also ensuring stronger brand consistency across all touchpoints.

More recently, additional integrations have introduced live contract management, digital signing and secure document storage. Together, these enhancements have streamlined internal processes and significantly improved the client experience. The platform has transformed how the organisation engages with prospective families, creating a seamless and frictionless customer journey that has strengthened engagement and improved conversion outcomes.