Powering Customer Communication with Salesforce Based Messaging App for Real Estate
- ThinkCap Advisors
- 3 days ago
- 3 min read
Updated: 19 minutes ago
About the Project:
Customer | India Based Real Estate Conglomerate |
Industry | Real Estate |
Opportunity | The real estate company uses Salesforce CRM system to house critical customer data but faced significant operational hurdles due to a lack of integrated communication capabilities. To overcome the challenges of disparate communication systems, ThinkCap advisors assisted to identify and deploy a Salesforce integrated messaging solution. |
Solutions |
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Results |
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A 95% reduction in manual messaging effort was achieved. CRM operations were streamlined, allowing teams to pivot away from routine notifications and focus instead on high-value interactions.
Company Background
Our client is amongst the leading and well respected developers in the Indian real estate industry. The company is into diverse real estate portfolio of homes, schools, hotels, restaurants, retail spaces, commercial spaces and business centres.
Business Challenge
The real estate company uses Salesforce CRM system to house critical customer data but faced significant operational hurdles due to a lack of integrated communication capabilities.
Key Pain Points:
• Communication Delays and Inefficiencies: The company experienced significant delays and inefficiencies in delivering key project updates, such as booking confirmations, payment reminders, ownership changes, and possession notices.
• Manual Processes: Critical client communications, including payment dues and registration updates, were handled manually via emails or calls. Since the messaging app was not built within the Salesforce CRM software, it was difficult to export data to initiate customer messaging.
• Inconsistencies and Dissatisfaction: Manual intervention frequently caused inconsistencies, missed messages, and the delivery of inaccurate information. This resulted in poor customer engagement and satisfaction.
• Operational Load: The necessity for manual data handling and notification processes placed a heavy operational load on the sales and CRM teams. There was also increased dependency on the CRM team for routine notifications.
• Need for WhatsApp Integration: The client specifically sought to start utilizing WhatsApp as a primary messaging app for sending key messages to customers.
Solution & Approach
To overcome the challenges of disparate communication systems, ThinkCap Advisors assisted to identify and deploy a Salesforce integrated messaging solution.
ThinkCap Advisors’ Product Agnostic Approach
A crucial requirement for the client was ensuring that any selected messaging application ran natively within the Salesforce ecosystem. ThinkCap Advisors assisted the customer throughout the evaluation and selection process, delivering a truly neutral assessment.
• Product Selection: The chosen solution was the MCUtility. MCUtility is a next-generation multi-channel Salesforce messaging app powered by Agent Force. The selection was further validated because MCUtility is available on the Salesforce AppExchange, undergoes regular audits, and runs entirely within the platform.
Implementation of MCUtility
The deployed solution automated end-to-end client messaging workflows directly within the Salesforce CRM ecosystem and WhatsApp being the messaging platform.
Key capabilities implemented included:
1. Trigger-Based Automation: Automated messaging based on specific events, such as new bookings, payment received, payment dues, checks bounced, agreement or registration updates, and possession notifications.
2. Automated Validation: Validation checks were implemented to ensure messages were dispatched only when specific conditions were met, such as payment being approved or the record type being verified.
3. Template-Based Personalization: The system achieved template-based personalization, allowing project-specific details, amounts, and customer-related information to be dynamically picked from the Salesforce data and included in the outbound messages.
4. Compliance: The implementation ensured full compliance with client communication policies, including the necessary exclusion of cancelled or terminated records.
Impact and Results
The seamless integration of MCUtility within the Salesforce CRM application transformed the company's communication landscape. The integrated platform, now runs like a "well-oiled machine", resulted in the following measurable impacts:
Result Metric | Improvement/Outcome |
Manual Effort Reduction | A 95% reduction in manual messaging effort was achieved. |
Customer Engagement | Improved transparency and enhanced customer satisfaction resulted from timely updates. |
Communication Quality | Real-time communication with customers throughout the engagement lifecycle. |
Operational Efficiency | CRM operations were streamlined, allowing teams to pivot away from routine notifications and focus instead on high-value interactions. |
About ThinkCap Advisors
ThinkCap Advisors (www.thinkcapadvisors.com) is a consulting firm that uses industry expertise and domain knowledge to help organizations and their teams solve problems and achieve business impacting results. Our team members, comprising of professionals with extensive experience in Big 4 firms and large multinationals, are subject matter experts and their advice is backed by in-depth research, years of experience and deep understanding of the prevailing market scenarios.
As a CRM consulting firm, our team has extensive experience in providing CRM consulting services focusing on process improvement, right CRM selection and importantly end user adoption. Our clientele includes both foreign and domestic companies from multiple industry verticals.
Work Areas:
- Tax & Regulatory
- Social Sector
- Consulting
- Technology Solutions
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