Effectively marketing membership renewals to customers without access to their membership history is problematic, if not impossible. And relying on membership tracking software that retains only current information—such as DaySmart in this use case—can hinder long-term customer engagement and personalized marketing strategies.
By integrating DaySmart with a HubSpot CRM platform, historic customer membership data can be housed in the CRM and leveraged for targeted marketing campaigns and improved customer retention.
This was the situation faced by our client, a California-based soccer training center with 1,600 active members offering training, camps, and events for all ages.
The Problem
Like many service-based businesses, our client used DaySmart software for membership management, including housing current membership details, service scheduling, and payment processing. By all accounts, the DaySmart solution can be highly effective for these essential business functions.
However, when a child athlete registered via the platform, for example, DaySmart required any existing membership to be replaced with the new one. This prevented staff from easily accessing information certain information, such as:
- Which camps or training programs had participants attended before?
- Which sessions did they skip?
- When can we expect participants to age out of their existing memberships?
- How long has a participant been with the training center?
Consequently, without visibility into legacy membership data, our client’s planning, marketing, and reporting efforts were significantly hampered.
The Solution
Our solution centered on a custom-built integration between HubSpot and DaySmart that automatically logged membership information in the CRM when a new membership was created in DaySmart.
When an existing DaySmart membership record was replaced with a new one, the historical membership information was retained and remained accessible within HubSpot.
Once we demonstrated proof of concept, the client expanded the scope of the project to include the transmission of additional data from the platform to HubSpot, such as skills testing over time and other features.
The Breakdown
The steps involved include the following:
- Employ custom objects within the HubSpot CRM to create a single source of truth for each participant, with associated deals representing memberships一both current and former. A single standard deal tracked each participant’s current membership information.
- Build a custom integration to sync membership information from DaySmart directly into the participant custom object records in HubSpot, automatically updating them with current membership details.
- Host the integration on a cloud-based server to ensure the client staff can focus on their specified roles and responsibilities without worrying about server management, maintenance, or access.
- Use automated workflows to log legacy membership data on the athlete’s custom object record when a new membership was created, enabling the archiving of older deals.
- Create HubSpot documentation outlining how and where information from DaySmart is accessed and stored, enabling users to leverage it more effectively.
Related: How to Decide If You Need a Custom Integration
Challenges
The integration posed significant challenges due to the basic nature of the DaySmart API, which didn’t readily align with the HubSpot data model.
For example, DaySmart’s unique schema, or database organization, was designed to support soccer programming rather than traditional marketing and sales operations.
DaySmart’s hierarchy of objects (data) related to leagues, seasons, and registrants rather than contacts, tickets, marketing emails, products, and so on. In short, translating from one system to the other was a complex and painstaking process. As part of the project, various innovative workarounds and automations proved necessary.
Even obtaining the necessary data to restructure within HubSpot was challenging due to DaySmart’s unique storage formats and organization.
The Results
Since the integration has been finalized, staff at the training center have been thrilled with the results.
The groundbreaking strategy significantly streamlines daily operations, boosts strategic marketing efforts, and improves customer service in membership management. For example:
- Customer retention is enhanced by using the participant’s record to track their historical membership data, including age. This enables the automation of re-enrollment notifications when a participant ages out of their current training group or reaches a relevant skills or training milestone.
- Training history can now be utilized to enhance marketing strategies and personalize offer distribution. By capturing preferences for training type, timing, and duration, the staff can craft more targeted and relevant communications to participants.
- With more historical data available, each participant’s ROI (return on investment) can be calculated, enabling more informed decision making on resource allocation and investment.
- With child histories easily accessible, the product team can leverage this information to analyze past membership and campaign performance and improve future offerings.
- Planning and budgeting are also enhanced. Access to historical data helps in forecasting future hiring and resource requirements. For example, understanding demand and skill levels across different age groups helps with appropriate staffing, ensuring the right assets are available to meet the needs of each group.
More About Custom Integrations:
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Maximizing ROI With HubSpot: The Value of Custom Integrations
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Unlocking the Power of HubSpot Custom-Coded Workflow Actions
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Partner with Hypha
Integrations are just one of the many things we do at Hypha HubSpot Development.
Our HubSpot specialists excel at formulating and implementing complex solutions across onboarding, configuring, migrating, or integrating your systems to help optimize your tech stack and boost revenue.
In short, whether you need assistance with DaySmart or other applications or projects, we’re here to help.
Discover the full potential of a customized tech suite with Hypha. Contact Team Hypha today to explore tailored solutions that enhance strategic initiatives, drive efficiency, and transform your business for the better.
