Hubspot integration, CRM restructuring, customised Reports dashboard set up, IMAP email integration and staff training empowered Brita’s CRM to be more efficient by increasing collaboration, removing manual processes, and giving increased visibility and tracking.


BRITA water filters are the world’s leading drinking water filters.
Brita had been using Zoho CRM for a while to work against Leads, but it had been implemented incorrectly in house, and was causing more problems than it fixed

Brita Logo by Oscillosoft


Brita was having issues with their current implementation of CRM, which are detailed below.

  • No Integration with submissions from Hubspot – All new enquiries would have to be entered manually into the CRM

  • Limited reporting – Reports in CRM were not giving Brita the ability to create the dashboards they needed, due to data in CRM not being structured correctly. Staff would have to export data from CRM into excel and manipulate it from there, leading to wasted time

  • Inability to track lead source correctly – Due to the structure of the CRM not being correct, lead source was not being used correctly to identify where each lead had come from. This meant reports couldn’t be created to show where leads had been coming from.

  • Lack of visibility on current potentials – Since potentials/deals were not being utilized correctly, it was challenging to see the progress of current potentials and the work being done by staff.

  • Inability to see complex organization relationships – There was no proper way to differentiate between hotels, brands, and parent companies.

  • Staff was unfamiliar with Zoho CRM – Due to the staff not being trained on Zoho CRM, they weren’t utilising it correctly, and weren’t aware of all the features available. This made them reluctant to use it.

  • No Email integration – There was no email integration with the CRM. If staff wanted emails to be logged in the CRM, they had to send them from the CRM.

Management at Brita Water AU decided it was time to engage a certified Zoho partner to fix and properly implement Zoho CRM.


Zoho CRM, Zoho Reports, API Integration

  • Oscillosoft integrated Hubspot with Zoho CRM, so all new enquiries from various places would come automatically into the CRM.

  • Brita’’s CRM was restructured into the proper CRM structure of Leads, Accounts, Contacts, and Potentials. The CRM was customized for an appropriate way required by the company, with industry-specific fields created.

  • In Zoho Reports, a dashboard was set up and customised to Brita’s liking. This rich dashboard showed Brita management everything they needed to see, saving them from having to manually run reports.

  • Staff was trained by Oscillosoft on Zoho CRM, Zoho Reports, and the API Integration.

  • Emails were integrated using IMAP.


Brita management and staff were very satisfied with their CRM after the work done by Oscillosoft. Zoho CRM empowered them to be more efficient, by increasing collaboration, removing manual processes, and giving increased visibility and tracking. Specifically:

  • Management were very pleased with Zoho Reports’ rich dashboards with showed them Leads by quarter, Leads by source over years, lead to closed won ratio, etc.

  • The marketing team was satisfied with the new CRM, as they could properly track leads from their source, and see the current status of potentials.

  • Zoho CRM email integration allowed Brita to quickly check the latest status of a lead or student, as all emails were brought into one place and made visible to all staff.

  • Staff found Zoho CRM’s modern interface to be intuitive and easy to use, once they had received training on it.

  • Since Zoho CRM is a true cloud CRM, staff could view leads, contacts, accounts; make changes; add notes; log phone calls; and add or view tasks anywhere on any device with internet access.

  • Zoho CRM activities, tasks and events allowed Brita staff to live off the CRM, rather than relying on other third party tools or calendars.

By | 2021-11-03T13:42:14+10:00 September 4th, 2018|Hospitality|Comments Off on Brita