Prior to using HubSpot and MessageMedia, Vinomofo had a myriad of tools across multiple different systems, none of which communicated with each other. This resulted in fragmented customer data across their toolset, and no central source of truth for the team to utilise or build out their marketing and sales capabilities from. Along with this, Vinomofo had no way of telling what communications their customers were receiving and this had a knock-on effect on their customer service. “We didn’t have one source of truth for the customer and none of our previous systems spoke to one another. We did not have visibility over what marketing communications each customer was receiving, which impacted our customer service team.”
As an online wine retailer, Vinomofo recognised that having data you can trust and use is key to providing a great customer experience. It opens the door to a more tailored, personalised marketing capability that caters for the individual tastes and preferences of each customer, and Vinomofo knew they could level up this experience by consolidating their tools and data into an all-in-one solution. “Like anything, wine is subject to personalised taste so it’s important we only send deals to our mofos (customers) which we know they’ll love. If you’ve placed 20 orders in your lifetime, mostly reds and not one of them Sauvignon Blanc, we can kind of assume this isn’t your thing. The more personalised we are, the better results we see.”
Vinomofo began searching for a solution with the goals of streamlining their processes and tools for a holistic customer view, and increasing sales through personalised, engaging experiences. It was at this point they came across HubSpot’s all-in-one tools that could enable them to consolidate their data, and drive sales through automating and personalising customer communications on a large scale. “We needed a single customer view and source of truth that allowed us to personalise at scale. With HubSpot, we could get that source of truth and have everything feed into it, and this would allow us to really enhance our customer communications and experience.”
The company also wanted to provide this personalisation over multiple channels, where customers could kick off a conversation over live chat, follow up with email, talk through details over the phone, and get updates and personalised offers via SMS — all without skipping a beat. It was at this point they discovered MessageMedia, whose SMS platform could be integrated with HubSpot to provide a truly omnichannel experience. HubSpot provided the ability to live chat and automatically send personalised emails at scale, while MessageMedia catered for SMS. “We knew that HubSpot would provide us with a central source of truth and the ability to personalise and automate email communications. Integrating this with MessageMedia’s SMS platform gave us the power to provide a consistent experience to customers over the most important channels.”