“The way people find, view, evaluate and purchase homes has changed because of digitalization, apps and mobile services,” says Bjørnar Tretterud, Sales and Marketing Director at Block Watne, one of Norway’s leading developers of residential properties.
“Customers expect more of us and we must be certain we can deliver to the highest standards. We are continually adapting and refining the way we do things. Buying a new home is a big event in life. We want it to be a fantastic experience.”
Technologies and workflows that create value
During the past 3 years, Block Watne sales and marketing has put additional focus on technologies and workflows that create value for customers, contractors, suppliers and their business.
The CRM (Customer Relationship Management) system is the central business system for capturing every detail about customers, properties and projects. Without a well-functioning CRM, it isn’t possible to manage the large and intricate process of selling and building more than 1000 new homes each year.
But it isn’t only the CRM system that is important. The data within the system feeds an entire ecosystem of related processes and workflows.
One of these is business analytics. Using business analytics software, Block Watne pulls data from the CRM system, calculates key performance figures, and presents information on digital dashboards so employees have it as needed.
Key outcomes include:
- Automated sales reporting saving 20 – 30 hours per week among sales directors
- Improved sales forecasting accuracy to within 98% every month
- Business analytics for customer service – average claim handling time reduced from approx. 120 to 50 days
- Digital dashboards with continuously updated sales figures and stats
Rock solid control of sales and forecast to 98% accuracy
More than 230 people in production, sales and marketing uses CRM, analytics and dashboards to carry out tasks and make decisions.
Marketing sees when properties are coming for sale so they can time advertising campaigns.
Sales sees current and past sales by region, property type, location, price or any other dimension of interest. Are we ahead or behind budget? Directors look at pre-packaged reports during their weekly meetings or during meetings with the board of directors.
“This is a substantial change compared to how things were done before dashboards,” says Tretterud. “Regional sales directors used to email their pipeline each week. They dialed in by telephone before the weekly meeting. It was a stress to reach the deadline. Now sales status is updated continuously from the CRM to sales dashboards.
On average we save around 20-30 hours each week. Regional directors don’t have to call in anymore. There’s less stress and meetings are more focused. Since we started with business analytics the sales forecast is accurate to 98%.
He admits he is a stickler for structure. Everything sale and detail must be registered.
“Dashboards are the first thing I check in the morning. I have full view of units that are coming for sale, which one’s are listed and when they are sold.”
60% faster claim handling time in customer service center
Block Watne’s claim handling time is reduced from approximately 120 to 50 days (58%). The improvement came after the company set clear goals for the customer service center and followed-up handling time on dashboards.
Every customer request that comes in by email is recorded and followed up using SuperOffice customer service system. Then, Business Analyze analytics tool presents insights based on customer service data. Which products or places are their issues? Why? With greater insight, managers improve quality and better manage agreements with suppliers or contractors.
Keep an eye on every step of the process
More than 500 data fields keep track each client’s route to a new home, from the time a property is listed through to completion day. If data about a property or sale is missing or wrongly recorded, Block Watne may experience unnecessary delays or errors.
To avoid this problem, an analytics dashboard monitors data quality. Are the right bits of data in the CRM or is there a problem? If everything is correct, there is a green light. If not, a red light links to more details and trouble-shooting.
New developments every month
“There is much more we want to do, but we have to prioritize,” says Tretterud. “Right now we are looking at how data can better help customers see the alternatives and opportunities in their new home, from flooring choices to walls and basement to roof.
“We know that waiting for a home to be completed is both exciting and at times nerve-wracking. By using marketing automation tools more effectively, we can keep customers better informed underway.”
“We are designing and programming new features every month in four large digital development projects and – all the new data we collect will be processes and KPIs (key performance indicators) will be presented via SuperOffice to Business Analyze.