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INDUSTRY WATCH
the market leaders, however, there are three
key features any solution under evaluation
must deliver.
Solid data structure that captures the
project’s assets and relates them. For
example, ‘Development > Plot >Building
> Floor > Apartment’. Having a solid data
structure with the right relationships will
help infinitely from a sales, marketing and
services perspective. You can easily run
analytics and segment data to help identify
opportunities and service customers quickly
and efficiently. Customer experience is key
and it starts here.
ERP integrations are often a vital
component of successful construction CRM
implementations. Financials and scarcity are
important tools to drive user adoption and a
successful integration with backend systems
can really boost the importance and use of
CRM as a front-end tool.
The ability to generate payment plans and
understand availability from within the CRM
gives sales representatives the confidence to
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INTELLIGENTCIO
work from one system, with the knowledge
that the data they are working with is
accurate. This has an empowering effect and
leads to an increase in productivity.
ensures these benefits are realised and
can thus lay the foundation for Digital
Transformation centred on business
enablement and enhancement. n
Effective distribution of new leads is
a vital component of any CRM solution
aimed at the construction sector. The
CRM solution therefore needs the ability
to adhere to pre-defined rules and quotas
to assign new leads accordingly and
allow the company to react as quickly as
possible, ensuring that the assigned sales
representative has all the information
necessary to contact the lead. Quotas are
important to ensure that all new leads are
serviced with a level of professionalism and
accuracy, based on internal metrics such as
skillset and performance.
CRM software represents a new way for
the construction industry to manage
engagements with customers and suppliers.
Implemented correctly, it has the potential
to streamline key processes and deliver a real
and rapid return on investment. Engaging
with technology partners such as 4C
Jake Callaway, Managing Director,
MENA at 4C
www.intelligentcio.com