Climbing the property management ladder with excellent CX every step of the way
Flawless service and customer experience (CX) are always expected - and nowhere more so than in the property management sector.
As CX drives over two-thirds of customer loyalty, outperforming brand and price combined, it is important for property management companies to prioritise customer-centricity across every department. Data can without doubt solve many CX pain points, but only if companies can first access and harness the essential customer information needed to truly make a difference to their business performance.
This is where a CRM solution that manages all customer data shows its true value to the business.
With the ability to centralise data, a CRM system can be an essential building block in every CX programme. In particular, there are four key ways CRM systems can boost customer satisfaction and make it easier for property management service teams to deliver an outstanding customer experience:
- Tap into a repository of customer information to create meaningful engagements
- AI-driven insights will uncover the makings of sales-ready leads
- Retain customer loyalty with data-driven personalisation
- Upskill the whole organisation with effective collaboration tools
Property management customers range from buyers to sellers and even tenants – all with different needs and goals to consider. But only the companies that can easily and seamlessly manage customer information will be able to deliver the high-quality service and experience that customers expect.
Customers never enjoy having their query passed around multiple customer service representatives and they certainly don’t want to repeat their details several times. In fact, Microsoft research shows 68% of consumers expect customer service representatives to know their contact, product and service history even if they haven’t spoken to the agent before – and a CRM system can make this possible.
As data is centralised, customer service agents can easily pick up where the previous team member left off and ensure every customer receives a consistent, seamless experience – even if the case is transferred across channels or agents.
An effective CRM system can help businesses enhance visibility to better inform lead nurturing decisions and start smart selling – adding the ability to pull real-time data through from multiple systems, create custom dashboards and generate predictive sales forecast reports.
Here’s where AI-driven insights can track emerging market trends and customer needs so sales teams can pivot quickly. The most advanced CRM systems can offer lead scoring models and sales readiness grades, helping businesses identify at-risk deals and take swift action to prioritise the right leads.
Property management companies can achieve higher customer retention with connected experiences that are built on personalisation. For instance, 72% of consumers would choose one brand over another if they receive special treatment – and data plays a key role in this process.
A CRM system will consolidate customer information to help the sales team better anticipate customer needs, determine key interest areas and drive more meaningful engagement. Instead of generic messaging, sales teams can use a CRM system to tailor marketing emails, client advice or relevant product content towards customer interests and buying preferences.
CRM integrations with social media, such as between Dynamics 365 and LinkedIn Sales Navigator, can also help sales teams manage relationships at scale and even provides them with access to AI recommendations that drive more personalised customer engagements.
It’s not just sales teams that can benefit from a CRM’s ability to centralise data. The right solution can enhance overall productivity and efficiency of internal processes within marketing, customer service and even accounts teams.
The right CRM system for instance, can provide access to built-in sales playbooks and actively recommend relevant content and training based on the department and the task. This both reduces training time and empowers teams to constantly improve their skills.
Cross-team collaboration can also be made easier with CRM. For instance, salespeople can pass along their knowledge of customer preferences to marketers, who can then use that insight to execute more targeted marketing campaigns, efficiently nurture leads and hand them over, sales-ready to sales colleagues, so they’re in the best position to close deals.
Success story: leading property business digitalise their operations
Howard De Walden – a family-owned property estate business – are a perfect example of a company reaping the benefits of a CRM system. Working with Columbus, they wanted to digitalise their operations and improve efficiency by upgrading their ERP system that was heavily customised beyond its original functionalities.
By implementing Microsoft Dynamics 365 Customer Engagement (D365 CE), Howard De Walden were able to bounce back much quicker from the pandemic. D365 CE helped them:
- Manage a greater volume of properties than before
- Make better informed business decisions thanks to total visibility and better insights into their data
- Improve business efficiencies such as property turn-around time
- Improve their marketing efforts through website integration
The new system totally transformed their business output, removed extensive manual exercises and resulted in a much improved end-to-end customer experience.
Read more about how we helped Howard De Walden here.
Expand your customer portfolio with a 360-degree CX implementation
From improving the lead nurturing process to delivering major efficiency gains, the benefits of a CRM solution are undeniable. Customers are one of the most valuable assets of a business – and a CRM system can provide teams, regardless of department, with the tools to deliver an outstanding experience to current and future customers.
However, if you want to truly maximise productivity, you’ll need to create one source of data truth – and that involves connecting your CRM and ERP systems. In our guide, we discuss the differences between the two systems, the benefits and more. Click on the button below to download your copy.