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HUBSPOT IMPACT AWARDS · PLATFORM EXCELLENCE

Crown Currency Exchange

Closing the Loop: from a disconnected funnel to a self-improving revenue engine

The client

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Crown Currency Exchange (CCE) is a foreign currency specialist serving travellers through a network of retail stores and a growing online presence. Demand is cyclical and time-sensitive: customers are in-market for a few intense weeks around a trip, then disappear until the next one.

Context

Co.gency was engaged to unify CCE’s customer data across web, point-of-sale, finance, phone, advertising and service, and to turn a linear funnel into a continuous loop. Our thesis: a funnel ends, but a loop compounds. We rebuilt CCE natively on HubSpot across six Hubs (Content, Marketing, Sales, Service and Operations, unified by Smart CRM), structured around HubSpot’s Loop Marketing Playbook: Express, Tailor, Amplify, Evolve. Every section below maps to that loop.

Challenge

That loop was impossible to run on the systems CCE had in place. 

01

Disconnected channels

Online quotes, in-store visits and phone calls operated as three separate worlds.

02

Siloed systems

 Invoice data sat in NetSuite, trip data in the POS, and marketing ran elsewhere. 

03

No single source of truth

Nothing connected digital and physical activity into one record.

04

Invisible revenue

Marketing could not see in-store sales, and phone calls went untracked.

05

A lost signal

The strongest predictor of demand, a customer’s travel dates, was never activated.

06

Capped growth

Manual processes and weak attribution slowed optimisation and limited growth.

What Crown Currency Needed

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01

A single customer view - across web, POS, finance and phone

02

Travel-date intelligence - a way to capture and act on each customer’s trip timing.

03

Automated activation - using that data for marketing and decisions.

The solution

1

Website rebuilt natively on HubSpot Content Hub

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Two-way HubSpot-NetSuite connector (Operations Hub) syncing invoice, transaction and POS data

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NetSuite-native POS surfaced at the register, so stores see HubSpot leads

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Service Hub AI Customer Agent for instant, context-aware support

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Google and Meta linked to Marketing Hub

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Universal buy/sell HubSpot form as a single capture point

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TelAir call records matched to closed-won NetSuite deals

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Sinch Message Media for trackable SMS

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Sales Hub workflows: instant quotes, store call tasking, contact verification

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“Ready for Take-Off” and return-date “Resell Opportunity” workflows

How we did it

HubSpot is the nervous system connecting CCE’s physical and digital business, each Hub powering one stage of the loop and feeding the next with richer data.

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→ Express: a single source of truth

CCE’s entire website runs natively on Content Hub, with Smart CRM as the source of truth every system points to. Marketing now scales from one unified foundation instead of fragmenting.

 

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→ Tailor: Personalisation from real behaviour

An Operations Hub connector syncs data both ways with NetSuite; because the POS is NetSuite-native, register and trip data flow into HubSpot while leads flow back to the counter. Knowing each customer’s travel dates, we personalise on behaviour rather than demographics, and a Service Hub AI Agent answers in full customer context.

 

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→ Amplify: every channel, attributed

Google and Meta connect to Marketing Hub, TelAir matches calls to closed-won NetSuite deals, and Sinch Message Media adds trackable SMS. Tying revenue back to the calls, ads and visits that produced it lets us optimise every channel on what truly drives sales.

 

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→ Evolve: a loop that improves itself

Sales Hub workflows send an instant quote and task the nearest store to call, then verify contact was made. A “Ready for Take-Off” workflow shares trip information, and a return-date “Resell Opportunity” workflow re-engages customers for their next trip. One journey’s end starts the next.

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The Results

By re-architecting CCE around the Loop, we delivered measurable change across acquisition, revenue, retention, and customer experience.

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Lead growth. Over 40,000 closed won deals and a 50%+ lift in conversion.

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Revenue impact.  59.6 million in HubSpot-attributed value across in-store, phone and digital. 

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 Resell engine. 9% incremental sales from the return-date “Resell Opportunity” workflow. 

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 Channel efficiency. 16% better paid performance across Google and Meta. 

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 AI customer support. Response times cut from over 2 hours to 2-10 seconds, with 80%+ resolution. 

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 Connected network. 65 stores now see HubSpot leads at the register via the NetSuite-connected POS. 

What's Next

We are extending the loop with CCE: predictive trip-timing models to pre-empt demand, lifecycle automation for high-value travellers, and deeper Breeze AI agents across sales and service. Each release feeds the same source of truth, so the platform keeps compounding rather than plateauing, and we keep optimising against revenue.

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Conclusion

By rebuilding CCE on HubSpot as one source of truth, we replaced a disconnected funnel with a loop that compounds every time a customer travels. That is what Platform Excellence rewards: a unified journey across six Hubs and multiple systems of record. Co.gency was named HubSpot’s Best Technical Expertise winner in 2024 and 2025; the custom HubSpot-NetSuite connector, TelAir call-matching and return-date triggers show that rigour applied to a single strategic vision.

“Having all of our customer data (online, in-store, and over the phone) finally living in one place has been a game changer for us. For the first time, our stores can see the leads our marketing is generating, and our marketing team can act on what’s actually happening at the counter. It’s freed us to spend our time finding new ways to grow rather than wrestling with spreadsheets.”

James O’Neile, CMO, Crown Currency Exchange