Business Operations Manager
Integrates HubSpot CRM with Salesforce and Stripe to enable new business unit to manage entirely new payment processing system for new business unit
Connects Stripe to its evolving tech stack to manage new account creation and record customer chargebacks
Opens door to variety of use cases for event logic and product usage data to accelerate customer issue resolution and drive additional revenue
The company’s relentlessly innovative approach to the online travel agency (OTA) industry has led it to create numerous industry-leading products to empower travel companies to directly manage hotel rooms and rates, offer direct web-based booking, and share access to thousands of travel agents worldwide.
However, the company encountered technical challenges in building out a new billing system. Traditionally, the travel leader had used the payment processing solution Stripe in tandem with its company-wide customer relationship management (CRM) solution, Salesforce. However, to process payments and customer data in a timely manner, it needed to make use of a new system of record, HubSpot CRM...while keeping that new CRM’s data synced with the company’s institutional stack components of Salesforce and Stripe.
The travel leader found itself at a reckoning point: Either find an external solution to integrate its most important business applications and reliably transfer sensitive customer payment among them, or deploy a team of engineers for several months’ time to build out a working solution internally.
The company’s business team knew there had to be a better way to bridge this internal gap than to deploy valuable engineering resources, which would be better spent building out the company’s actual products.
The travel leader’s search led it to Tray.io’s General Automation Platform, which both seamlessly integrates business applications and also provides flexible automated workflow functionality to enable businesses to take full ownership of their most significant data.
“Tray.io’s speed of innovation is astronomical,” noted one team member. Once fully trained on the Tray.io’s platform’s drag-and-drop interface, which requires no coding experience to use, the team was able to start directly integrating HubSpot CRM to Salesforce and Stripe, creating an automated workflow that bi-directionally syncs the two CRMs.
The company’s automated workflows in the Tray platform now ferry the most important updated information from the new team to the rest of the company’s tech stack, incorporating payment processing records from the new business unit. The team has customized the bi-directional sync between HubSpot CRM and Salesforce with a variety of important business rules and exceptions unique to the company’s use case.
In addition, the travel leader has built additional workflows using Stripe and its CRMs to handle important payment processing issues such as new account creation and processing customer chargebacks.
“The Tray Platform is a technically amazing product that turned an 8-week project into a week’s work,” explains the company’s operations team. “It would otherwise have cost us $100,000 and required us to put a team of engineers on this project for several months.”
This integration has liberated the team from working within the confines of its original CRM, such that it can now freely use the tools it chooses to drive more innovation and more direct revenue from customers. “We may move [this program] back to Salesforce when we’re ready,” the team points out, “but not right now. We don’t need to.”
Now that the travel leader’s team members are regular users of the Tray platform, the company is finding new opportunities to improve additional processes internally. For instance, the team is looking into using the Tray Platform to empower account managers to accelerate customer issue resolution by integrating its project management tool Jira with Salesforce and its internal chat tool, Slack.
By connecting these systems, the team plans to automatically share status updates from project managers through Jira into both Salesforce as well as Slack to provide full and instantaneous visibility for account teams. “With Tray.io, we can also resolve a lot of ‘Wouldn’t It Be Nice If…’ issues. Logistical challenges that might have otherwise been on the back burner due to lack of engineering resources,” says one team member. “We can do what we need without organizational constraints, and be faster and more agile.”
The company also sees Tray.io’s General Automation Platform as being the key to unlocking the potential of event logic and product usage data from its customer database, housed in Amazon Redshift. “We also want to look at how Tray.io integrates into database systems like Redshift,” explains one team member. “For instance, we could use the Tray Platform to run Redshift queries to locate our top customers and their usage volume, then create a note in HubSpot CRM so that account managers can connect with them directly. When we start thinking about tools like our CRM as data sources, rather than Software-as-a-Service products, there’s a whole other level of automation we can get to.”