Implantação de CRM por meio da customização do salesforce em imobiliárias
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Data
2023-01-30
Autores
Roberto, Jéssica Balbino Duarte
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Editor
Universidade Estadual Paulista (Unesp)
Resumo
Atualmente, o maior desafio das empresas está em conservar um relacionamento fiel e duradouro com seus clientes. No que compete a este fator, as companhias despendem tempo e recursos no desenvolvimento de soluções, sobretudo, softwares de gerenciamento, como forma de melhorar a organização de suas metodologias, bem como, auxiliar nos processos diários de sua força de trabalho. Para que este desafio não seja suplantado, e ao mesmo tempo, produza vantagens competitivas, tal solução deve ser a mais específica possível, apoiando ao máximo as tarefas diárias inerentes aos procedimentos propostos. Neste trabalho foi alvitrado o estudo de customização de software Customer Relationship Management – Salesforce -, para o segmento imobiliário, com o objetivo de potencializar a jornada de comercialização. A customização do software visou atender as demandas técnicas deste nicho de mercado. De modo geral, o usuário utiliza-se de dados que não se encontram centralizados em um único sistema, e, cujo processamento de informações se dá manualmente. A solução proposta baseia-se em concentrar os dados, e, processá-los em contexto informatizado. Para tanto, utiliza-se da plataforma Salesforce, que possibilita confecção digital em base LOW CODE – “arrastar e soltar” – com visualização gráfica mais moderna e amigável ao usuário. A ideia pautou-se em cadastrar os imóveis – objetos negociáveis -, controlar as comercializações, aqui especificadas como oportunidades, e gerenciar os fluxos de visitação e compromissos dos corretores. Assim, conjectura-se que toda gama de trabalho dos profissionais seja facilitada, fortalecendo, por consequência, o desempenho de negociações para a empresa. Após fase de teste em nível técnico computacional, obteve-se uma solução funcional, em formato WEB, cujo sistema encontra-se on-line e ativo. No entanto, neste momento, espera-se oportunidade de parceria com uma organização imobiliária para a implementação à empresa, e, neste contexto, avaliar se a solução promoverá melhores resultados ao desempenho da companhia, uma vez que seja resolvida etapa de instalação da solução.
Currently, the biggest challenge for companies is to maintain a faithful and lasting relationship with their customers. About this factor, companies spend time and resources on developing solutions, especially management software, to improve the organization of their methodologies, as well as assist in the daily processes of their workforce. So that this challenge does not become an obstacle, at the same time, in which it is possible to produce advantages in terms of competitiveness, such a solution must be as specific as possible, supplementing as much as possible the daily tasks inherent to the proposed procedures. In this work, the study of customization of Customer Relationship Management software - Salesforce -, for the real estate segment, with the objective of enhancing the commercialization journey was proposed. The customization of the software aimed to meet the technical demands of this market niche. In general, the user uses data that are not centralized in a single system, and whose information is processed manually. The proposed solution is based on concentrating the data and processing them in a computerized context. Therefore, it uses the Salesforce platform, which enables digital production based on LOW CODE – “drag and drop” – with a more modern and user-friendly graphic visualization. The idea was based on registering properties – negotiable objects - controlling sales, specified here as opportunities, and managing visitation flows and brokers' appointments. Thus, it is conjectured that the entire range of work of professionals is facilitated, thus strengthening the performance of negotiations for the company. After a test phase at a computational technical level, a functional solution was obtained, in WEB format, whose system is online and active. However, at this time, an opportunity to partner with a real estate organization is expected to implement the company, and, in this context, assess whether the solution will promote better results for the company's performance, once the installation stage of the solution is resolved.
Currently, the biggest challenge for companies is to maintain a faithful and lasting relationship with their customers. About this factor, companies spend time and resources on developing solutions, especially management software, to improve the organization of their methodologies, as well as assist in the daily processes of their workforce. So that this challenge does not become an obstacle, at the same time, in which it is possible to produce advantages in terms of competitiveness, such a solution must be as specific as possible, supplementing as much as possible the daily tasks inherent to the proposed procedures. In this work, the study of customization of Customer Relationship Management software - Salesforce -, for the real estate segment, with the objective of enhancing the commercialization journey was proposed. The customization of the software aimed to meet the technical demands of this market niche. In general, the user uses data that are not centralized in a single system, and whose information is processed manually. The proposed solution is based on concentrating the data and processing them in a computerized context. Therefore, it uses the Salesforce platform, which enables digital production based on LOW CODE – “drag and drop” – with a more modern and user-friendly graphic visualization. The idea was based on registering properties – negotiable objects - controlling sales, specified here as opportunities, and managing visitation flows and brokers' appointments. Thus, it is conjectured that the entire range of work of professionals is facilitated, thus strengthening the performance of negotiations for the company. After a test phase at a computational technical level, a functional solution was obtained, in WEB format, whose system is online and active. However, at this time, an opportunity to partner with a real estate organization is expected to implement the company, and, in this context, assess whether the solution will promote better results for the company's performance, once the installation stage of the solution is resolved.
Descrição
Palavras-chave
CRM, Salesforce, Gestão do relacionamento com o cliente, Customer relationship management