Intelligent CIO Africa Issue 20 - Page 82

/////////////////////////////////////////// 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 82 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