VME partner ring

Before working with konzepthaus, many service and registration processes at VME were highly manual. User access for members and employees was sometimes managed using different systems, manual verification processes and Excel-based workflows. At the same time, the number of digital services and platforms grew continuously, which also increased the requirements for data quality, authorizations and process security.

The heterogeneous system landscape within the dealer network was particularly challenging: different company structures, various ERP systems and individual authorization logics had to be brought together in a central platform without unnecessarily complicating the user experience.

At the same time, HubSpot was to be established as a central data platform in order to merge service, communication and member processes into a scalable system architecture in the long term.

Together with konzepthaus, VME developed a central platform based on HubSpot to map the administration of members, services and access rights completely digitally.

Employees of the affiliated furniture stores can now register independently via a HubSpot membership portal and apply for various digital services. In the background, automated workflows validate company data, check authorizations and communicate with Microsoft Entra ID to automatically assign access rights.

Different process logics apply depending on the service: While some applications are activated directly, sensitive systems go through additional approval processes by defined contacts or administrators within the respective companies.

Thanks to individual extensions, custom modules and complex workflow logic, the platform could be tailored precisely to the requirements of the association and dealer network.

A central component of the project was the complete digitalization of member registration and service management. Employees can now register independently via a central HubSpot customer portal and apply for the services they need.

In the background, HubSpot automatically checks company affiliations, email domains, authorizations and approvals. Users are then automatically assigned to the corresponding groups and services via the integration with Microsoft Entra ID.

In addition, various check and approval mechanisms have been developed to ensure that even complex company structures are mapped cleanly. This has significantly reduced manual reconciliations and support efforts, while at the same time improving data quality and process security.

At the same time, individual CMS modules, ticket processes and automated communication channels were set up to map the entire service process as efficiently and transparently as possible.

Today, HubSpot not only maps classic CRM processes, but also acts as a central platform for member administration, service processes, authorization management and digital communication.

In addition to member and service management, a central solution for event management within the VME network was also set up on the basis of HubSpot. The aim was to map event processes as efficiently as possible while linking all relevant participant, company and communication data directly with the existing member and service data.

The HubSpot platform now enables events to be organized centrally, registrations to be processed automatically and all communication processes relating to events to be managed digitally. From invitations and registration to confirmations, reminders and downstream communication measures, everything is handled within a central system landscape.

Those responsible benefit from complete transparency regarding registrations, participation and interactions. At the same time, all event data is immediately available for evaluations, service processes and further communication. The close integration with the existing member and company data creates a holistic view of the activities of the affiliated furniture stores and their employees.

The integration of event management into the existing HubSpot platform reduces manual effort, improves data quality and creates the basis for scalable event and communication processes within the entire network.

The biggest challenge was to bring together the very different requirements of the various members, services and system landscapes in a central process model. In particular, the large number of existing ERP systems, individual company structures and different authorization logics required a flexible yet stable technical architecture.

The validation of user registrations also placed high demands on the process logic. As many companies have several locations, different domains or individual responsibilities, extensive checking and approval mechanisms had to be developed in order to avoid incorrect assignments and at the same time ensure the simplest possible user experience.

The introduction of the new platform also meant a switch to new digital processes and workflows for many of those involved. Step by step, however, the new structures were able to establish themselves in everyday life and the advantages of the central platform became increasingly apparent.

With HubSpot as a central platform, VME was able to automate numerous previously manual processes and make the administration of members, services and authorizations much more efficient.

Registration, verification and approval processes now run largely automatically in the background. At the same time, service, company and user data is available centrally and can be used for evaluations, communication and support processes.

This opens up new possibilities, particularly in the area of service communication and data analysis: Target groups can be addressed more precisely, processes can be evaluated more transparently and digital services can be operated in a much more scalable manner. At the same time, the central platform reduces the administrative workload for internal teams and improves the user experience for members and employees.

The integration of HubSpot, Microsoft Entra ID and other systems has created a scalable platform architecture that serves as the basis for future digitalization and service processes.

Numerous processes were also centralized and automated in the area of event management. Event data, participant information and communication measures are now managed in a shared platform and are directly available for reporting, tracking and other service processes. This results in significantly greater transparency regarding the use of events and an improved basis for planning future offers.