How Matrix Booking unified CRM, marketing, support and billing on Zoho One

Matrix Booking provides SaaS resource booking and workplace collaboration software, helping organisations optimise desk, resource, room and estate usage worldwide. As the business and its customer base grew, the systems behind it hadn't kept pace.

• Fragmented customer data: customer and prospect information spread across multiple systems with no unified CRM configuration.
• Manual marketing processes: email marketing and prospect tracking ran in separate systems with limited coordination with sales.
• Disconnected forms and trials: customer interaction capture and free trial management were largely manual, with no automation tying into the proprietary application.
• Support handled outside the product: customer support ran separately from the main application, limiting agent efficiency and context.
• Subscription management complexity: Chargebee billing operated independently of customer data, with no real-time synchronisation.

Rather than requiring Matrix Booking to replace their proprietary software or existing infrastructure, Axithorn designed integrations that enhanced what was already there:

• Zoho CRM as the central hub for customer lifecycle management, prospect tracking and marketing coordination.
• Zoho Campaigns integrated directly with CRM for coordinated email outreach and lead nurturing.
• Zoho Forms integrated with the proprietary application, automating free trial applications and user access provisioning.
• SalesIQ embedded within the Matrix Booking application itself, so support agents have full customer context without switching systems.
• Chargebee API integration keeping subscription and billing data centralised and synchronised in real time.
• Zoho Analytics for cross-departmental reporting, and Zoho People with Office 365 calendar integration for HR and employee training records.

The integration layer was built with business continuity as the priority: automated data validation and error handling keep every system consistent, with no disruption to the customer experience during the transformation.

"We have used James from Axithorn for about 5 years, he has always been invaluable in supporting us with our implementation of Zoho CRM, and our subsequent adoption of several other Zoho One modules. James is unquestionably a Zoho Subject Matter Expert, and can always be relied upon to ensure Zoho works as efficiently as possible for our business. James is also adept at integrating Zoho with other external systems. Always a pleasure to work with, definitely one of our key business partners. Through this comprehensive implementation, we now have complete integration between our CRM, email marketing through Zoho Campaigns, customer interaction capture via Zoho Forms, and embedded customer support through SalesIQ. The API integration with Chargebee keeps all our subscription data centralised and updated in real time."

1. Integrate rather than replace. Preserving investment in an existing proprietary application, while adding automation around it, avoids disrupting the customer experience.
2. Embed support in the product itself. Bringing SalesIQ into the application, rather than running it as a separate tool, gives agents full context and speeds up resolution.
3. Treat billing as part of the customer record, not a separate system. Real-time Chargebee-CRM synchronisation removes an entire category of manual reconciliation.
4. Build for a long-term relationship. A phased, multi-year partnership allows the Zoho ecosystem to keep evolving alongside the product and the business.