Automation of payment management through Workflows

Can a CRM be used in administrative or back-office processes, which are normally ERP's?

Automations through workflows and IF rules are a powerful tool in HubSpot, which can be used in almost any area that's "draw" as a process. Learn how to get the most out of HubSpot's service module.

HubSpot is a CRM or platform that covers end-to-end processes in organizations, traditionally in marketing, sales and service processes.

Within each of these processes, one of the added values that a tool like this provides is the automation of the process through functionalities such as:

• The automation in the sending of messages using sequences or workflows.
• Automatic creation and assignment of tasks to teams or responsible personnel.
• Automatic alerts of deadlines, for each stage of the control and follow-up canvas.
• Automation of the follow-up of critical tasks, with the application of sequences that do not stop until the tasks are completed.
• The use of predefined templates that you can edit yourself, to generate automatic and standardized communications, but with personalized information.
• You can find out if the communications in the process are being attended to.
• You can provide the people who interact in the process with forms or landing pages to implement data capture schemes in a collaborative and online way.
• Feed the contact database of the process automatically as new actors are added at some stage of the process.
• Automatically store and manage documents related to the process, which are included in the communications sent within the process.
• Automation to load information coming from the ERP, by using webhooks.

All these excellent functionalities, which help to have a more automated process, where useless reprocesses are eliminated, and personnel is freed from activities that do not add value, are not exclusive to sales, marketing, or customer service processes.

It is here where new ideas are born to use this automation in other processes of the organization. Let's think about processes in the area of collections, invoicing, purchasing management, and even human resources.

Let's take as an example a collection area of an organization. If we were to use the service module to automate the receivables management process, we could strongly influence the end to end of it; let's see how this could look like, using the tools we have mentioned above:

1. We start with the use of a webhook, to automatically pass the information of the collections that stay in the ERP to the CRM base.
2. The collected information can be "divided" into several pipelines, could be one for 30 days, another for 60 days, and another for 90 days or more.
3. By dividing the receivables portfolio, we will be able to generate automation rules, according to the needs of each group. An account that is less than 30 days past due is not the same as an account that is more than 90 days past due.
4. For each account segment (30, 60, 90+), we can generate different workflows, considering different automatic communications, different workgroups, and even a more intensive follow-up as required.
5. For each group, we can define the sending of automatic notifications by email, SMS, and even WhatsApp, all with a communication standard, but with personalized information for each account.
6. As time progresses and the deadlines defined for each stage of the process designed in HubSpot begin to expire, we can schedule tasks to be automatically generated to the workgroup, so that they can make follow-up calls (this can be done within the same platform).
7. The same monitoring team can create tasks for other workgroups, which will see the entire history of management that has previously so that no information or time is lost to continue fluidly in the process.
8. The workflow will be able to send notifications and create additional tasks as a collection process progresses, through each stage of the process "drawn" in the tool.
9. Through reports, supervisors will be able to see a comprehensive or detailed way, the performance that the work team is achieving concerning the management indicators defined for each collection portfolio.

This step is a quick exercise of how we can implement a collection process flow in HubSpot's service module, the automation can be as simple or as complex as the organization or the requirements of the process itself.

You may be interested in How to create a Workflow step by step in HubSpot?

Finally, an additional advantage of using this tool for a business process is that will get the benefits of omnichannel. So all communications, whether by emails, SMS, WhatsApp, meetings, and even calls, will be able to visualize them in a single point.

Understanding all that automation can do for the processes, it only remains to take the first step, which is to define your critical processes and where automation will bring more ROI. In this way, the investment will be self-sustaining, and the benefits will be the sponsors of the project.

If you are interested in exploring an automation project with HubSpot, schedule a meeting to discuss this idea, and Imagineer will be happy to advise you.