Executive summary
The lack of CRM system was hindering the client from effectively aligning with its customer requirements. Issues such as lack of holistic customer view and prevalence of manual processes and fragmented business flows, resulted in business functions operating in silos. Mindtree implemented Oracle CRM using a three-phase implementation approach, helping the client boost its lead cycle and deliver seamless customer experience.
About the Client
The client is a leading real estate management company in one of the fastest growing free zones in the Middle East region, contributing significantly to Dubai's GDP.
The Challenge
The client’s siloed processes resulted in the lack of 360-degree view of customer requirements, preventing the client from delivering a seamless customer experience. In addition, inadequate sales and marketing solution capabilities coupled with an un-scalable service management solution hampered effective service delivery. Fragmented business flows, heavy reliance on manual processes, and limited reporting and analytics capabilities, negatively impacted the client’s decision making capabilities.
Mindtree Solution
After a thorough review of the client’s challenges, Mindtree adopted a three-phased approach to implementing Oracle CRM.
Phase 1: Deployed Oracle Eloqua Marketing Cloud, Social Engagement and Monitoring Cloud Service, Social Marketing Cloud Service and Sales Cloud.
Phase 2: Implemented Oracle Property Manager and RightNow Cloud and deployed Oracle SOA Cloud service in parallel for better integration of systems - both internal and external - and enabling service automation.
Phase 3: Leveraged Oracle Business Intelligence Cloud Service for advance analytics functions with data integrated from - Oracle CRM Cloud, bolt-on and Oracle EBS functions.
Mindtree helped the client create a vibrant CRM ecosystem, breaking down the silos to deliver a seamless customer experience across marketing, sales, service, and social platforms. Some of the other tangible benefits included:
- Enabling the marketing team to plan, produce and publish marketing content across customer lifecycle, aligning compelling content with customer behavior at each stage.
- Improving and accelerating the lead cycle using quotations and advanced customer intelligence to convert leads into new registration opportunities.
- Providing a unified social platform spanning listening, engagement, content creation, community management, and analysis of social media efforts.
