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Redesigning service to scale with growing demand

Elsner Elektronik faced growing pressure on its service organisation as demand increased. Fragmented tools, manual processes and limited visibility made it difficult to scale without compromising quality. Discover how Siloy helped Elsner redesign its service operations, centralise customer data in HubSpot, and turn service into a measurable, scalable differentiator.
elsner-cover
1000+

Tickets successfully closed since launch

70%

Fewer manual emails through automation

50%

Reduced handling time for warranty claims

About the company

Elsner Elektronik specialises in control technology and sensor systems for intelligent buildings, including building automation, smart home solutions, sun protection controls and weather stations. The company is headquartered in Ostelsheim in Germany’s Northern Black Forest region and operates internationally through sales offices in Dubai, Singapore and Shanghai.

With around 60 employees and a recent generational leadership transition, Elsner is entering a phase of strategic renewal. Growing demand for smart home and complex commercial building solutions has increased pressure on customer support, making a modern customer platform essential to maintain quality and scale.

The challenge

Before the implementation of HubSpot, service was functional but hard to manage at scale. There was no central ticketing system, so support cases were spread across individual mailboxes. Ownership, history and progress were difficult to track, which increased the risk of delays and inconsistent handling. Repair documentation was often paper-based and stored physically, adding friction, slowing follow-up and introducing error risk.

The deeper challenge was structural. Over decades, processes had evolved around a patchwork of tools and workarounds. The legacy CRM frustrated service teams with its low usability and limited adaptability. Reporting was spread across multiple systems and required manual maintenance, which made it difficult to steer performance and customer satisfaction with confidence.

Elsner’s ambition was not to “digitise the current state”, but to use the platform change as a catalyst to challenge long-standing routines: what should remain, what should be redesigned, and what should be automated to create a future-proof way of working.

 

At first, we were simply looking for a better CRM. Our previous system frustrated the service team because it was slow and cumbersome. At the same time, we realised we were relying on too many different tools in marketing, which added unnecessary workload. Now we have one solution that covers our service and marketing needs, as well as our sales challenges, all from a single platform.

Bastian Elsner Bastian ElsnerCEO, Elsner

Our approach

The project began with a thorough current-state analysis to separate what was essential from what was simply habitual. This ensured the initiative went beyond a system migration and became a controlled redesign of how service, warranty, complaints and customer feedback should operate in a modern, scalable setup.

Three principles guided the approach:

 

  • Create operational clarity by centralising cases and defining ownership, statuses, and escalation paths

  • Remove friction and variability by digitising repair and warranty processes and standardising customer communication

  • Make service measurable by consolidating data and building reporting that supports decisions and continuous improvement

This foundation ensured automation drove real efficiency, rather than simply accelerating inconsistent processes.

The solution

The team implemented HubSpot as a unified customer platform across service, marketing and sales, with Service Hub as the operational core. They routed support requests into a single ticketing system, creating a consistent flow for intake, triage, resolution and follow-up. Teams gained full visibility into status, history and accountability across every case.

Key elements of the solution included:

  • Central ticketing and case management to replace inbox-based support and improve traceability

  • Digitised repair and warranty workflows, replacing paper-based reports and reducing errors and rework

  • Redesigned complaint handling and service feedback processes to capture insights systematically and close the loop

  • Automation of repetitive communication, reducing manual email workload and ensuring consistent response standards

  • A shared reporting layer that consolidates service activity and customer feedback into actionable dashboards

A critical success factor was the deliberate redesign of processes before introducing automation. Instead of replicating legacy habits, the team streamlined and rebuilt workflows with clarity and long-term maintainability in mind.

The result

Elsner moved from a fragmented service setup to a structured operation that improves both efficiency and customer experience. Service teams now work in one system where information is complete and easily accessible, reducing context switching and manual administration. Digital repair reports and structured case tracking have improved speed, quality and transparency across the entire service lifecycle.

The impact is measurable:

  • 1,000+ tickets successfully closed since introduction

  • 70% fewer manual emails, freeing capacity for complex support and proactive customer work

  • 50% faster warranty processing, improving both internal throughput and customer experience

Customer satisfaction is no longer a “feeling”, the team now measures and reviews it systematically, supported by recurring analysis and clear metrics. As a result, service has become a true differentiator, helping Elsner strengthen customer loyalty and reinforce its position in the building technology market.

Key results

  • Service throughput and transparency improved 1,000+ tickets closed with consistent status tracking and clear ownership.
  • Manual workload reduced at scale Automation reduced manual emails by 70% and standardised customer communication across the entire service process.
  • Warranty handling accelerated Digitised processes reduced warranty processing time by 50%.
  • Service became measurable and continuously improvable The team now tracks customer satisfaction through clear data and reviews it routinely to drive ongoing improvement.

Turn your relationships into results

Results like these don't happen by chance. They come from understanding your business, aligning around shared goals, and executing with precision. Ready to turn your customer relationships into results?

Adriano Tagliarina

CEO TRIALTA & Regional Director Siloy DACH

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