Bringing clarity to complex customer conversations
In healthcare, customer conversations carry real weight. Questions are personal, accuracy matters, and empathy isn’t optional.
At FitForMe, those conversations sit at the centre of the business. The company supports people affected by obesity — many of whom have undergone bariatric surgery, procedures that permanently change how the body absorbs nutrients and require lifelong supplementation.
FitForMe specialises in tailored multivitamins formulated for different bariatric procedures, delivered through a subscription model to around 140,000 customers across Europe. As the company expanded into multiple markets and customer segments, maintaining a consistently high standard of customer support became increasingly complex and increasingly critical.
When systems get in the way of service
Before implementing HubSpot and Aircall, FitForMe’s customer engagement teams were operating across a fragmented set of tools. Ticketing, calling, subscription management, and customer data lived in separate systems that didn’t communicate effectively with one another.
“We had very limited insights into customer interactions,” explains Matthijs Hellendoorn, Technology Business Partner at FitForMe. “Our data was restricted to ticket categories and a few tags. Analysing trends or finding sore spots was extremely challenging.”
Customer agents routinely worked with four or more tabs open at once. Identifying a caller often meant asking for postal codes and manually searching slow back-office systems — a process that could take around 15 seconds before the real conversation even began. After each call, administrative wrap-up could take nearly as long as the call itself.
The impact went beyond inefficiency. Onboarding new agents could take over a month. Notes were scattered across systems. Quality assurance relied on manually listening to recordings and filling out scorecards. For customers, this translated into longer wait times, repeated questions, and inconsistent experiences.
“It was an efficiency nightmare,” says Hellendoorn. “Information was everywhere, and agents spent far too much time searching instead of helping.”
Why Aircall + HubSpot together: one tab, unified data, actionable insight
Hellendoorn realised the scale of the issue in his first week at FitForMe, after spending a full day sitting alongside customer service agents and listening in on calls.
“At that point, I saw two options,” he recalls. “Either we completely re-implemented our existing software, or we found new tools that could actually support how we wanted to work.”
To define what “better” looked like, FitForMe ran internal sessions with customer support agents, coordinators, and leaders. The message was consistent across every group: they wanted one tab. “One tab in the browser that gives you everything you need for the entire day,” says Hellendoorn.
Beyond simplicity, FitForMe needed more than a calling tool. They needed a unified, AI-powered customer engagement platform that could combine conversation data, automation, and insight — and turn that into action.
“For us, it was a fairly simple business case to implement HubSpot and Aircall,” says Hellendoorn. “The system promises that we can answer questions quicker and more effectively. And they delivered on that promise — which means we can spend more time on meaningful interactions with our customers and really helping them. And that is a business case that just works.”
In demos, HubSpot and Aircall showed how calling, email, chat, WhatsApp, customer data, workflows, and AI-driven insights could live together in one environment.
“It didn’t feel like dealing with two companies or two apps,” Hellendoorn explains. “It felt like one system.”
From MVP to daily operations — fast
FitForMe rolled out HubSpot and Aircall with a clear focus on a minimum viable setup first. Within three months, they had a working system ready to deploy country by country.
The transition was smooth. Agents were already familiar with calling software, and Aircall’s intuitive interface meant adoption happened quickly. Early on, the team began to see tangible efficiency gains — particularly in wrap-up time, which dropped from three to four minutes per call to under two minutes within the first week.
As adoption scaled, those gains compounded. Average inbound call talk time fell significantly, with reductions of up to 18% on longer calls (from 5:01 to 4:06) and 7% on shorter inbound calls (from 4:21 to 4:02). These improvements allowed agents to handle demand more efficiently without compromising the quality of conversations.
Today, around 60 customer agents across the Netherlands, Germany, Belgium, France, Italy, Poland, and Portugal use HubSpot and Aircall every day. “We’re building towards a future where agents never have to leave HubSpot to do their work,” says Hellendoorn.
AI and analytics that change how teams work
Centralising customer interactions unlocked something FitForMe hadn’t had before: true insight.
“I think the main change that we have seen with HubSpot and Aircall is just the amount of insight that we have in customer interactions,” says Hellendoorn.
With Aircall Analytics+, FitForMe now has clear visibility into when customers are most likely to call, when they’re most likely to pick up, and how agents are performing across different call types.
“We use AI Assist and we use AI Analytics Plus,” Hellendoorn explains. “Analytics Plus has really helped us gain insights into when our customers are more likely to pick up and when they’re more likely to call us, so that we can plan accordingly.”
Analytics+ has also transformed performance management.
“In the past, we had to individually listen to recorded calls, fill in scorecards, and then maybe get some insight,” he says. “Now we have this broad dataset that shows who our top performers are on sales calls, who our top performers are on retention calls, and how we’re doing overall.”
These insights have replaced manual QA processes and enabled more dynamic workforce planning — helping teams respond to live demand rather than relying on static schedules planned days in advance.
AI Assist: eliminating admin and helping agents help customers
AI Assist has fundamentally changed how agents work day to day.
“Aircalls automatic call logging and transcription has fundamentally changed our workflow,” says Hellendoorn. “Note-taking was a massive task — not just writing notes, but finding past notes.”
Automatic transcription, AI tagging, categorisation, and bucketing have eliminated that burden entirely. HubSpot’s AI-generated customer summaries surface the most relevant recent interactions instantly.
“Agents usually just look at the AI summary of the last three or four interactions and don’t feel the need to scroll through notes,” Hellendoorn explains.
FitForMe has also leaned heavily on AI-powered knowledge base summarisation.
“We have an extensive knowledge library, and the way AI summarises that knowledge in relevant situations — like when an email comes in — is a game changer,” says Hellendoorn. “It helps us give the right answer the first time, every time.”
The downstream impact has been significant. Email response times have improved, manual note-taking has disappeared, and agents no longer need to be planned specifically for email queues.
Faster responses, better experiences — at scale
The operational impact has been immediate and measurable.
Across Benelux, DACH, and France, inbound call answer rates increased by 5%, rising from 82% in the first half of 2025 to 86% by Q4 2025. Outbound call connection rates improved by 10% over the same period — from 30.5% to 40.4%.
Email performance improved significantly as well. Average email ticket close time dropped by 1.6 days, falling from 3.7 days to 2.1 days on average. What was once a daily backlog is now handled quickly and continuously.
FitForMe has also seen improvements in customer satisfaction.
“Our core KPI is CSAT,” says Hellendoorn. “And we’ve seen it go up. We believe that’s because we’re giving quicker, better answers and spending more time actually helping customers.”
Product evolution and confidence in the future
FitForMe sees both HubSpot and Aircall as platforms that continue to evolve — not static tools.
“Three months after we bought HubSpot, we already had features we didn’t have at the time we signed,” says Hellendoorn. “And the same goes for Aircall. It just evolves and evolves.”
He adds: “It’s really cool to see that they’re not just following industry trends, but leading them — especially with AI.”
Looking ahead, FitForMe is particularly excited about extending AI beyond frontline working hours.
“What we’re most excited about is implementing AI outside of our working hours,” Hellendoorn explains. “Tools like HubSpot’s customer agent or Aircall’s AI capabilities are really exciting, and we’re looking forward to rolling them out as soon as we can.”
Supporting care with clarity and confidence
For Hellendoorn, the value of HubSpot and Aircall ultimately comes down to simplicity.
“Our teams love it,” he says. “Onboarding time is significantly reduced, there’s less information gathering, and more actually helping customers.”
With a unified, AI-powered customer engagement platform in place, FitForMe has reduced friction, improved reachability, and gained the insight needed to support both operational efficiency and compassionate care — at scale.
And now, they have the confidence that their systems will grow with them.
