ICX accompanied OmicronLab in the implementation of its Customer Experience Transformation Framework, with the aim of redesigning its business processes, integrating critical systems and evolving towards a more efficient, scalable and customer-centric operating model. Through a comprehensive transformation that combined strategy, processes, and technology, the organization was able to eliminate information silos, automate key processes, and enable data-driven business management, strengthening its capacity for growth, customer retention, and decision-making.
The challenge
OmicronLab faced structural challenges derived from its accelerated growth and an operation supported by multiple non-integrated systems. This fragmentation generated information silos, limiting business visibility and affecting operational efficiency.
Business processes were not standardized or optimized, leading to bottlenecks, unnecessary workloads, and low scalability. The lack of automation and effective customer segmentation made it difficult to deliver personalized experiences, impacting both conversion and retention.
Additionally, the lack of integration between key platforms such as CRM, ERP (SAP) and ordering systems prevented consolidated information for decision-making. This impacted critical areas such as sales management, customer tracking, business planning, and performance measurement. Therefore, OmicronLab needed to transform its operating model to support its growth, improve efficiency and evolve towards data-driven and customer-centric management.
Type of service
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Customer Experience Strategy
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CRM Strategy & Implementation (HubSpot)
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Process Redesign & Automation
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Data & Systems Integration (SAP, external platforms)
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Marketing Automation
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Customer Journey Design
The solution
ICX designed and implemented a comprehensive solution based on the Customer Experience Transformation Framework, addressing in a structured way the transformation of processes, technology and operating model.
As a starting point, a clear customer segmentation was defined and customer journeys were mapped, identifying critical points of interaction and opportunities for improvement. Based on this analysis, the commercial and service processes were redesigned, aligning them under a customer-centric and efficiency-oriented logic.
HubSpot Enterprise was implemented as a central platform, configuring advanced capabilities such as custom objects, automated workflows, reports and notifications, allowing the operation to be managed in a comprehensive way. This implementation was complemented by the integration of key systems such as SAP, ordering platforms (Omicron Shop), field tools (TrueContext), event platforms (GoToWebinar) and communication channels such as WhatsApp (TimelinesAI), ensuring a continuous flow of information.
Within the scope of the project, multiple critical processes and modules were designed, optimized, and implemented in HubSpot, including:
· Incident process
· Sales process, including commercial pipeline
· Visits process with integration to field tools and geolocation
· Advanced integration with SAP for order management, invoicing, credit memos, down payments, and operational data
· Customer activation module through promotional strategies
· Know Your Customer module for advanced portfolio management, segmentation and commercial coverage
· Event management process, with integration to webinar platforms and smart forms for automated information capture
· Assisted sales process through personalized quotes
· Marketing planning process, centralized in campaigns within HubSpot
· Sample management process, with tracking to conversion to sale
· Integration of communication channels such as WhatsApp for interaction management
Additionally, work was done on the restructuring of the business model, including the definition of territories, portfolios and new roles as Customer Success Managers, as well as the training of the team to ensure the adoption of the new model.
Capabilities involved
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Customer Experience Strategy
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CRM & Marketing Automation
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Data & Analytics
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Systems Integration
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Sales & Commercial Strategy
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Operational Efficiency
Results and impact
The transformation allowed OmicronLab to evolve towards a more efficient, integrated and scalable operating model. Automating critical processes significantly reduced operational burden and manual errors, allowing the team to focus on higher-value activities.
Systems integration eliminated information silos, enabling a unified view of the customer and business, which strengthened data-driven decision-making. This allowed for the optimization of commercial management, improved planning, and increased visibility on key indicators such as sales, operations, and customer performance.
On a commercial level, the implementation of segmentation, automation, and new processes improved lead conversion, shortened sales cycles, and increased team effectiveness. Likewise, retention and loyalty capacities were strengthened, increasing the frequency of purchase and the lifetime value of the customer.
In the service area, a significant improvement was achieved in response times and in the multichannel experience, increasing customer satisfaction. In parallel, process optimization and reduced operating costs generated tangible efficiencies and a clear return on investment. In this way, OmicronLab consolidated a solid foundation for its future growth, with a customer-centric, data-enabled and scale-ready model.
ICX differential
ICX's differential lay in its ability to execute a highly complex comprehensive transformation, combining strategy, processes, technology and integration of multiple systems in a coherent and business-aligned model.
Through its Customer Experience Transformation Framework, ICX not only implemented tools, but redesigned OmicronLab's operating model, ensuring that every component—from segmentation to automation—responded to clear strategic objectives.
Expertise in advanced integrations, complex process automation, and business model design allowed us to build a robust, adaptable, and outcome-oriented solution. In addition, the team's close accompaniment and training ensured the adoption of the new model, positioning ICX as a key strategic partner in OmicronLab's evolution towards a more efficient, competitive and customer-centric organization.
