ICX accompanied Ultrapark in a comprehensive digital transformation process focused on optimizing its business processes, strengthening customer retention and evolving its digital presence towards a more strategic B2B model. Through the automation of key processes, the implementation of a robust CRM and the redesign of its digital ecosystem, Ultrapark managed to improve the traceability of its operation, enable proactive contract management and create a platform aimed at generating qualified leads and strengthening the relationship with its tenants.
The challenge
Ultrapark faced multiple structural challenges in its business model and customer experience management. The relationship with its tenants was mainly managed in a reactive way, without defined processes that would allow them to anticipate key needs such as contract renewals, which generated late negotiations and loss of loyalty opportunities.
Information management was fragmented, without a centralized repository to ensure traceability of interactions, agreements, and contractual conditions. This limited the ability to effectively follow up with customers, as well as identify opportunities to cross-sell additional services.
Additionally, there were gaps in internal coordination between commercial, operational, and financial teams, affecting efficiency in the management of requests and projects. At the same time, its website did not play a strategic role in generating demand or managing relationships, operating as an information channel with low commercial impact. That is why Ultrapark needed to evolve towards a more integrated, proactive and data-oriented model, both in its commercial operation and in its digital ecosystem.
Type of service
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CRM Strategy & Implementation (HubSpot)
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Sales Process Optimization
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Customer Experience Design
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Marketing Automation
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UX & Digital Transformation
The Solution
ICX designed and implemented a comprehensive solution that combined the optimization of business processes with the transformation of Ultrapark's digital ecosystem, aligning technology, operation, and customer experience.
On the commercial front, key processes such as sales management, contract administration and renewals were structured and automated, incorporating workflows that allow anticipating expirations and activating proactive actions with customers. HubSpot was implemented as a central platform, configuring custom objects to manage critical customer, contract, and project information, ensuring traceability and visibility across the operation.
Additionally, automation and collaboration tools were integrated, allowing interactions to be documented and agreement tracking to be improved. Segmentation, lead scoring, and customer value analysis capabilities were incorporated, enabling more effective cross-selling and retention strategies.
In parallel, ICX led the complete redesign of Ultrapark's digital ecosystem, transforming its website into a B2B platform oriented towards demand generation and relationship management. This new architecture included a public site with high-value content for prospects, a private community for tenants that encourages interaction and engagement, and a full integration with the CRM to capture and manage leads efficiently. This approach made it possible to connect the digital experience with the commercial operation, generating a more coherent, scalable and customer-centric model.
Capabilities involved
Results and impact
The project allowed Ultrapark to transform its commercial management model towards a more structured, proactive and data-driven approach. The implementation of a centralized CRM and the automation of key processes generated a significant improvement in the traceability of the operation, facilitating the follow-up of customers, contracts and opportunities.
The organization was able to anticipate the management of renewals, reducing reliance on last-minute negotiations and strengthening tenant retention. Likewise, new capabilities were enabled to identify and manage cross-selling opportunities, increasing the value generated per customer over time.
At the operational level, coordination between teams was optimized, improving efficiency in the management of requests and projects. On the digital front, the new web ecosystem made it possible to attract more qualified leads and strengthen the relationship with existing customers through a richer and more interactive experience. As a result, Ultrapark moved towards a more integrated model, with greater visibility, control and sustainable growth capacity.
ICX Differential
ICX's differential lay in its ability to address Ultrapark's challenge in a comprehensive way, combining strategy, processes and technology in a coherent solution aimed at business results. Beyond implementing tools, ICX designed an operating model that connects commercial management, customer experience and the digital ecosystem under the same logic.
The consultative approach made it possible to identify the true causes of the client's challenges, prioritize high-impact initiatives, and ensure that each component of the solution was aligned with the organization's strategic objectives. Additionally, the integration of capabilities – from CRM to UX and analytics – positioned ICX as a key partner in Ultrapark's transformation towards a more competitive, scalable and customer-centric model.
