Azizi Developments Leverages Salesforce For Unprecedented Efficiency And Growth
Azizi Developments, a leading private developer in the UAE, is changing the way people move up the property ladder through the successful usage of Salesforce, the renowned customer-relationship management service tool that provides a complementary suite of enterprise applications focused on customer service, marketing automation, analytics, and application development.
Azizi Developments has put Salesforce into service in 2019 and collaborated with implementation partner Smaartt Digital Consulting to transform it’s the internal siloed structure of its departments, integrating everything from sales and marketing to after-sales and broker management, bringing more clarity to Azizi’s customer journeys, supported by Sales Cloud. Salesforce is completely integrated with the company's website as well as with external sites, such as Property Finder, and its social media channels. Leads are scored using Einstein Analytics and are then fed to Azizi Developments’ team, which comprises more than 100 telesales professionals, or to the 200+ strong network of external property consultant firms that the company works with.
Dr Syed Mahsud Ali, CIO of Azizi Developments, commented: “Our aim is to lead the Dubai property market by connecting with our customers on a deeper level and providing a stronger, more interactive customer experience. Moving towards this goal has required cultural change, with the combination of people, processes, and technology all having been enriched. We are using technology to automate our processes, reduce our cycle times, and empower our people. With the help of Salesforce, ours has become a ‘can do’ culture in which anything is possible.”
“We’ve reduced the cycle time from getting a lead to closing a deal by more than 70% since we’ve adopted Salesforce,” explained Dr Mahsud. “Before Salesforce, it would have taken more than a week to close a deal. Now, it only takes a day and a half. This reduction comes down to two things: we’ve removed the internal silo structure, and we have simplified our system. Everything is now much more transparent and protected. I believe that we are capable of jumping from a 70% reduction in the sales cycle to at least 85% in coming weeks.”
Azizi Developments sends out personalised email and SMS campaigns, monitors social media, and integrates marketing with its sales function through its use of Marketing Cloud. As a result, email bounce rates have dropped from 30% to 8%. Customer journeys do not end with the sale, however; Azizi Developments also employs Service Cloud to manage customer service matters, automate payment collections, and follow-up on maintenance and property management inquiries.
To date, Azizi Developments has undergone an unparalleled digital transformation trajectory that has helped it become a more customer centric, transparent, and efficient organisation, but its journey is far from over. In addition to creating an app for its customers, the team is now also using Experience Cloud to create a new broker portal through which third-party brokers will be able to initiate contact with the company, stay informed, and work together much more capably. Through the visibility of lead statuses, and documents being stored digitally when a lead is closed, far greater clarity is provided into the lead-generation process and sales pipeline.
Although the foundation stones of the present-day Azizi Group were laid in 1989, it was in 2007 when the towering presence of Azizi Developments first began to take shape. Mirwais Azizi was driven to design homes and communities inspired by modern urban living. But at the heart, it was about giving back to a city that had offered him and his family a place of peace and security. He set a vision for the future without losing sight of the past, ensuring he stays within client budgets, but goes beyond the norm to create the best possible living experience for people. Today, Azizi Developments reflects the aspirations of a wide spectrum of lifestyle seekers. This means a permanent dedication to understanding and meeting clients' aspirations, developing distinctive homes that set the standard in contemporary building design and offering an unparalleled level of customer service. It's about unlocking a new lifestyle for the curious and ambitious, setting the ideal platform to live, work and play – and building communities that bring people closer.