Creating an integrated flow of customer information throughout the organization without an information management software is as chancy as trying to catch a fish in an open palm. Realty firm Peninsula Land painfully realized the need for a robust real-estate management software system when its existing system failed to support its growth ambitions.
A part of the Ashok Piramal Group, Peninsula Land is an integrated real estate company. Their projects include pioneering retail ventures, world-class commercial projects and residential complexes. With a track record of developing more than 6.4 million sq. ft. of real estate with over 18.6 million sq. ft. under development in Mumbai, Bengaluru, Nashik, Pune, Goa, Lonavala and Alibaug, Peninsula land continues expand to its footprint. Some of the landmarks that Peninsula has given Mumbai include the Peninsula Corporate Park, Peninsula Technopark, Peninsula Business Park, Crossroads, CR2, Ashok Towers and Ashok Gardens.
Peninsula Lands is amongst the first real estate companies to be listed on the stock exchange. The realty firm was looking at covering more ground by increasing its presence in key cities in India.
To keep up with the fast pace of growth, Peninsula Lands wanted to integrate its data both technically and analytically for both pre and post sales.
The existing lead nurturing systems left much to be desired. It fell short in terms of technology, efficiency, security, storage, speed and uptime. Lot of manual integration and monitoring was required for identifying various needs of buyers at different stages in the buying cycles.
Automation and timeliness was especially critical when it came to initial inquiries. But manual management through excel spreadsheets lacked the agility required to cope up with the avalanche of customer enquiries. This created challenges for the staff, investors and all internal customers. Furthermore, the lack of integration also resulted in loss of information, causing concern to the management.
Find out how the land lies
The inefficiencies of the existing lead nurturing systems could cost the company its customers. What Peninsula Lands needed was a better, more efficient and updated system that could store huge amount of data, integrate its business processes, utilize less time, involved minimal human intervention and helped increase productivity and expansion plans. The solution: an automated system that could manage deals end to end and match the right investors and stakeholders with what they wanted to trust.
“We needed a flexible, user friendly, cloud solution to increase our productivity and revenue. The existing ERP solutions used by us were complicated and required specialized development resources hence introducing the risk of disruption. They were tedious and were not very useful in putting together pieces of information. We identified the need to find the right deployment and implementation partner of the leading ERP + CRM Salesforce customized solution,” shares Satyanarayana Kasturi, Head – Group IT, Ashok Piramal Group.
After evaluating various vendors, Kasturi zeroed in on a Singapore based organization Cloudsteer Technology. His decision was based on several parameters that were deliberated upon with group experts, global parameters of deploying Pre Sales and CRM for greater Sales win rate, better revenue, cost efficiency and world class management tools leading to exponential rise in growth graph. “We found that Cloudsteer was the most trusted market leader globally in delivering the plug and play solution for real estate industry and best implementation practices of cloud and CRM based technologies,” he reveals.
CloudSteer integrated the entire legacy data and information of Peninsula Land by deploying their unique technology driven solutions, Virtual call center and Property strength.
A world class modern cloud call center was set up without the need to deploy any hardware and software. Keeping Salesforce as a platform with customized apps and workflows to increase automation and the entire customer community, sellers, stakeholders, exhibitors, markets and end to end data was integrated with system infrastructure. There was a smooth integration between outlook and salesforce, SMS, social networks and much more.
The promised land
Post deployment, there was a noticeable growth in efficient prospect management, booking management, sales accounting, Channel/broker management, Service request management.
“The Virtual Call center which is a cloud-based, zero infrastructure solution for both Sales and Service gave a 360 degree view for Advertisement ROI, Service Requests resolution, automating Enquiries and Service Requests creation and processes. It keeps track of all the customers, interactions and records and is an excellent productivity tool for telecallers / sales / service representatives in-house or outsourced,” states Kasturi.
“Property Strength is an agile unique plug-and-play realtors end-to-end customer lifecycle management software app that caters to end-to-end needs on a single cloud platform with free upgrades to address all generic real-estate industry changes. We have been highly successful using it for management of enquiries, prospects, sales team, bookings, bookings life-cycle changes, interest, collections, possessions snag lists, client service with extremely user friendly UI and flawless business process controls and validations,” he adds.
Peninsula Lands now has a seamless management of end to end data, sales pipeline tracking, remote access, commission forecasting, and management of confidential information.