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What is the Future of Websites?

Published 18 November 2021 10:16
by Julia Pacewicz

What is the future of websites? During the ​​INBOUND 2021 conference, Dharmesh Shah, HubSpot co-founder and CTO, spoke about customer relationships - what it actually means, how they are built, and most importantly, how they can transform companies. Let’s take a dive into lessons learned.


As Dharmesh explains, many brands collect loads of customer data in order to make a profit but they actually fail to create customized and connected experiences, and therefore more often than not fail at making large profits. This is because their Client Relationship Management (CRM) software is cobbled, or in his terms - presents a Frankensystem. That is a CRM “monstrosity” that is composed of many different software parts that do not work together. There are too many databases and too many core applications placed together, which results in no consistency, no cohesion, and no control. These companies often find themselves “trying to tame the monster instead of taking care of their customers”, creating a frustrating and disjointed experience both for their customers and their own teams.



Finding a single, unified, cohesive, and uncomplicated CRM that is created especially for a connected, customer-centric, and customized experience is key. And HubSpot CRM does exactly that through a CRM that is based on a flywheel, uniting together the marketing, sales, and customer service departments.  


A company that connects is key. Connecting with customers is one of the most important goals if you want your company to succeed. Your customers wanna have a real digital connection to your company. How? Your customers want to have a window into their data. So Dharmesh predicts that the future is decentralization - when data is delegated away from the central and authoritative location towards the customers so that the customers have an outlook on their own data. So how’s ClickRay adapting to the Age of the Customer?


Self-Service Application

We are currently working on developing a self-service application that leverages the HubSpot CMS and CRM together and connects to an ERP software (SAP) to create self-service solutions via HubSpot’s Membership Area. We are currently implementing this type of solution for a technology company. Security is a priority and therefore the members (clients) will be able to manage their accounts and access the client portal via a passwordless authentication solution from NEVIS. NEVIS is a Swiss-based cybersecurity company that incorporates the passwordless authentication solution, including for highly secure financial institutions such as Swiss banks. Furthermore, the self-service solution would offer the possibility to process invoices and billing, share documents, enable payments, and host a ticketing system (with the possibility the check the ticket status), all of which would be controlled directly through HubSpot - all in all enabling an all-encompassing 360-degree outlook on your clients in one place. Given that the Self-Service Portal would be an integrated part of a website, our client will be able to control the member access from within HubSpot CRM as well as gather and analyze user data, in the same way as on your website pages (e.g., traffic, usage, engagement). We are also preparing this solution to be accessible for everyone through the HubSpot App Marketplace so that you can too support your customers throughout their entire customer journey.


It is important to know that in order for your website to stay relevant for years to come, it needs to be more than just a business card. Your website needs to connect together all different systems so you can use CRM to its full potential as well as your customers will be able to get the most out of your product or service.


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Julia Pacewicz

Inbound Marketing Specialist

Julia is a RevOps Consultant & Brand Strategist. She received her B.A. in Psychology and Art History from New York University and her M.A. in Heritage & Memory Studies from the University of Amsterdam. Julia's background in humanities has helped her in creating digital experiences for ClickRay's customers.