A hospitality agency brought calling, WhatsApp, website forms, and email enquiries into one Zoho Bigin CRM workflow, with equal distribution to agents and a more consistent approach to customer follow-up.
The agency’s name is withheld to respect client confidentiality. This case study describes the implementation and outcomes reported by Abhilash E from the engagement.
30–40% improvement in ROAS
The engagement was reported to help improve return on advertising spend alongside improvements in conversion performance.
20% improvement in conversion rate
A relative improvement in conversion rate, reported alongside the ROAS improvement.
The business challenge
Hospitality enquiries can begin with a phone call, a WhatsApp message, a website form, or an email. Handling those channels as separate workstreams makes it harder to coordinate the next step. The implementation focused on bringing the enquiry and the agent responsible for it into a common process.
The aim was to connect marketing with the work that happens after an enquiry arrives: receiving the request, assigning it, replying with relevant information, and following up. Improving that process also created a clearer foundation for employee training.
The approach: connect channels, ownership, and follow-up
Zoho Bigin was used as the central place for organising enquiries. The implementation combined communication integrations, agent distribution, standardised messaging, automation, and practical team training. Each part supported the same objective: give the enquiry a clear owner and make the next action easier to carry out.
1. A centralised calling system
A centralised calling system was implemented as part of the customer-management workflow. Calls became part of a coordinated enquiry-handling process rather than an isolated activity. This supported the team in managing conversations and reviewing how customer requirements were handled.
Call recordings also became a practical training resource. Reviewing actual conversations helped employees learn from the way enquiries were answered, requirements were clarified, and next steps were explained. The training connected CRM use with the communication skills needed to serve customers.
2. WhatsApp integration
WhatsApp was integrated into the enquiry workflow so that messages could be handled within the wider customer-management process. The objective was to connect the conversation with ownership and follow-up, alongside enquiries arriving through the other channels.
Centralised template messages and quick replies gave agents a shared starting point for communication. This helped standardise routine responses while leaving room for the agent to address the customer’s actual question.
3. Website forms connected to Bigin
Website form enquiries were connected to Bigin so that submissions entered the shared enquiry process. This linked the website’s role in generating interest with the team’s responsibility for responding to it.
A form submission became an enquiry to manage, with agent distribution and follow-up as part of the workflow. The value came from connecting capture with action, rather than treating the website form as the end of the customer journey.
4. Email connected to Bigin
Email was brought into the same customer-management setup. Together with calling, WhatsApp, and website forms, it contributed to a central place for receiving and organising enquiries.
This gave the agency a common operational approach across its enquiry channels. Agents could work within the shared process instead of relying on a different method for every type of incoming request.
5. Equal enquiry distribution to agents
Incoming enquiries were distributed equally to agents. This supported a balanced allocation of new opportunities and made responsibility for each enquiry clearer.
Equal distribution addressed the allocation of incoming work. Agents still needed to maintain the conversation, use the agreed messaging approach, and complete their next actions. The distribution process and the follow-up habits were designed to work together.
6. Automated replies and task assignment
Automation helped send automatic replies and assign tasks. An automatic acknowledgement could support the first response, while task assignment gave the team a practical action to complete.
The automated steps supported the agents’ work. Customers still needed relevant answers to their requirements, and agents remained responsible for progressing the conversation. Templates, replies, tasks, and training formed a connected process.
Employee training and consistent communication
The implementation included employee training using call recordings. This made the training relevant to the agency’s actual customer conversations. It also helped connect the use of centralised messages and quick replies with the quality of the response an agent delivered.
Standardising replies gave the team a consistent starting point for common interactions. Combining that with practical coaching helped employees understand both the system and the way it should be used.
The reported results
- 30–40% improvement in ROAS: reported as an outcome supported by the engagement.
- 20% relative improvement in conversion rate: reported alongside the ROAS improvement; this is a relative increase, not a 20 percentage-point change.
- Centralised enquiry handling: calling, WhatsApp, website forms, and email connected to one customer-management process.
- Equal distribution: incoming enquiries allocated across agents.
- Consistent replies and follow-up: centralised templates, quick replies, automated responses, and task assignment supported day-to-day work.
- Practical employee training: call recordings used to help the team improve customer conversations.
Results are reported from this engagement. The baseline, measurement period, and attribution analysis are not published here. These figures describe this agency’s reported experience and are not a forecast for another business.
What other hospitality businesses can learn
A CRM project is most useful when it connects the customer’s enquiry with the team’s next action. Centralising channels creates the structure; clear allocation, useful messaging, and employee training make that structure work in practice.
For an agency considering a similar approach, start by mapping how enquiries arrive, who receives them, and what should happen next. Then confirm the communication integrations, account edition, and automation requirements before deciding the implementation scope.
Plan your enquiry workflow
Explore Zoho Bigin CRM consulting, download the free pipeline planner, or read the guide to keeping enquiries organised between teams.