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Property service Company Prepares for Growth with CRM, Data Management Solution
Overview Country/Region: United Arab Emirates Industry: Real Estate Customer Profile Asteco is UAE's leading property services company responsible for a large number of retail, commercial and residential properties in the UAE. The focus of the company is to provide innovative property solutions and quality service to its customers business Situation At present its sales force had been using email and their own departmental databases but the lack of a unified sales solution was causing problems. The company faced the challenges of inconsistent and inaccurate information leading to higher administrative costs and customer dissatisfaction. Solution Asteco went live with a Soffront CRM solution provided by Metadata Technologies. Asteco decided to take two modules from Soffronts CRM portfolioa sales force automation module (SFA) and a ticket-tracking module. Asteco sales force gets automated with Soffront CRM solution.
Solution
The IT team evaluated a number of potential customer relationship management (CRM) solutions and implementation partners within UAE. Metadata Corp with more than 10 years of regional expertise, numerous successful cases of implementation and CRM consulting for varied industries in the region, offering high quality CRM services to customers became the choice. The expertise in implementation and speed of implementation are major differentiating factor Asteco went live with a Soffront CRM solution provided by Metadata Technologies Asteco decided to take two modules from Soffronts CRM portfolioa sales force automation module (SFA) and a ticket-tracking module. Asteco sales force gets automated with Soffront CRM solution. The new
With a large, proactive Sales force, management of Sales leads was becoming a headache Ajith Mathew, IT Administrator
solution will deliver much more than cost cutting. Implementing a CRM system providing a 360-degree view of clients and will enable company to provide better coordinated services. Metadata worked with Asteco for the deployment, which took around twenty days. One project manager and a technical consultant handled the work on Metadatas side, and the company also used resources from its Calcuttabased development centre.
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market, making it a lot more cost effective to roll out. Shortening the sales cycle The system has certainly made an impact with Astecos sales force. Although the team had to get used to entering their sales data into the system, it has actually cut the time taken for the sales cycle by 50%, by allowing for much greater management and transparency. Effective communication, tracking and recording The ticket tracking system is also proving to be a success. Often in the past requests for maintenance would get lost in the system, and not acted upon. Now the ticketing system ensures that requests are sent to the correct person, and monitored every step of the way, to make sure that the proper action is taken. Where maintenance contracts are held with outside companies, these companies are also given access to the system, so that they can track and record their activities. A link from the CRM to the companys web site allows customers to log maintenance requests 24 hours a day. A service department is being established to provide 24x7 coverage for these requests
that it is helpful for them enabling them to set up their own queries and so on, without having to call in external support. Metadata worked with Asteco to train the initial batches of users, carrying out five or six training sessions, and there are now twenty sales people and ten managers using the system. For this contract, Metadata handled the training itself. The reason for this training is the need to create a cultural change within the client organization, to get the most from the system. It is the sales force driving the system, it is customized to them.
Consolidated database Another important gain from the system is that all of the different departments residential, commercial, retail and saleshave consolidated their different databases, to provide a single repository of data on the companys 152 properties. This allows Asteco to have greater visibility of its assets. The company is using this data to launch various marketing projects. Automated email and fax marketing campaigns, also part of the Soffront solution, are being used for a variety of different functions, such as automatically contacting customers that lease properties, to ensure that discussions with Astecos sales team begins before the end of the lease, so that they can either renew or find new tenants. While the system is web-based, meaning that the sales team can enter their data through any Internet browser. They are also considering introducing more mobile functionality. By implementing another module of the Soffront system, the sales team will be able to use GPRS-enabled PDAs to access the system while they are on the move.