Saves More than $500,000 and Empowers Customer Interactions with Integrated Platform
Sydney, Australia – 5 June, 2013 – Today Microsoft announced that Metricon Homes Pty Ltd. (Metricon), the largest home builder in Victoria and one of the largest in Australia, has implemented Microsoft Dynamics CRM 2011. With the real estate industry traditionally lagging behind other industries in technology usage, the company wanted to sharpen its competitive edge by being a frontrunner in professionalising its business processes and increasing its market share across Australia.
Metricon’s vision is to be the country’s largest provider of innovative, world-class homes and lifestyle developments. Having traditionally focused on second and third-time home owners, in recent years it adapted its strategy as increasing affluence and government subsidies brought forth new markets. This included first-time home buyers, which fuelled Metricon’s growth, doubling its size since 2008 and increasing its employee base to 1,100 across New South Wales, Queensland and Southern Australia.
The company found its fast-expanding customer base, in a market where a typical sales cycle can lasts between six to nine months, coupled with a lack of customer data visibility, was impeding its marketing efforts. Metricon knew it needed a customer-centric platform to centralise its leads database and enhance its customer experience. The exponential increase in queries through Metricon’s website and call centre drove the company to look at a Customer Relationship Management (CRM) system to effectively handle customer interests and streamline its sales processes throughout the long sales cycle.
Envisioning a system to drive a memorable customer experience across the end-to-end home buying process, the company wanted a flexible xRM platform that could integrate business functions across a customer’s journey as well as aligning with its existing Microsoft-based environment. The company also wanted a system that could be easily configured and scalable for any future changes.
“Microsoft Dynamics CRM was chosen for its good fit with our existing technology architecture and ability to easily configure data capture forms, workflows and business intelligence information,” said Mr Orsolic, Chief Information Officer, Metricon Homes Pty Ltd. “As we grow rapidly from a mid-sized company to an enterprise, efficiency is key to ensure that we can sustain this growth while remaining competitive.”
The company gained immediate benefits from centralising its leads management. Metricon now has the ability to track all customer enquiries, correspondence and marketing materials to ensure timely follow ups by its sales team as well as maintaining prospect’s interest across the long sales process. Lead duplication can also now be efficiently filtered out. Most importantly, losing leads as a result of staff movement is now a thing of the past.
“With Microsoft Dynamics CRM, we now have a centralised view of our leads, with clear visibility of where a prospect is in the sales process. This helps sales management identify any issues that are preventing the conversion to sale and ensure action is taken swiftly to close the gap,” said Mr Orsolic. In addition, Metricon can now better track the reasons for lost opportunities and take appropriate action to enhance closure rates in the future.
For Metricon, work isn’t complete upon the sale of a home. Following delivery of their new homes, customers have 90 days to log service requests to report any defects, as well as a 25-year warranty on structural works. Over 3,500 subcontracted tradesmen, such as plumbers and ‘brickies’, handle the majority of the building and outfitting services on Metricon’s new properties. Previously, defects reporting and warranty management were tedious chores that were managed through a myriad of forms.
Using Microsoft Dynamics CRM, Metricon can now effectively log, track and manage all its service and warranty requests. The CWR mobility application, integrated with Microsoft Dynamics CRM, enables Metricon’s employees to qualify defects on-site, entering the relevant information directly into the system via iPads, and closing off service requests once complete. “Defects tracking and warranty management are key processes in our after-sales service which directly impact our credibility and customer experience. Effective management of these service requests helps to improve staff productivity and shorten problem resolution time, which in turn enhances our customer responsiveness,” said Mr Orsolic.
The 360-degree view of its customers, allows Metricon to tap into a rich customer database which is better segmented, allowing more targeted marketing campaigns to both new and past customers. The granular visibility into prospects and sales forecast, means decision-making is now empowered by meaningful data, rather than a gut feel. As a result, new marketing initiatives can now be rolled out quickly to speed up sales closure and extend its market reach.
Overall Metricon’s Microsoft Dynamics CRM implementation has resulted in savings of more than AUD$270,000 by cutting administrative burden and integrating human resource management. Also by integrating Microsoft Dynamics CRM with existing internally developed .NET based sales system, SQS, it saved a further $250,000 in software licensing fees from similar systems.
About Microsoft Dynamics At the heart of every successful business are the people who make things happen. Microsoft Dynamics designs modern business solutions that empower individuals with intuitive tools that allow them to do their best work. Our proactive, easy-to-use business applications adapt to the way people and systems work, enabling businesses to rapidly deploy and be forward-looking in an ever-changing world.
About Microsoft Founded in 1975, Microsoft (Nasdaq “MSFT”) is the worldwide leader in software, services and solutions that help people and businesses realise their full potential. More information can be found: www.microsoft.com.au
About Metricon Headquartered in Melbourne, Metricon Homes is the largest home builder in Victoria and one of the largest in Australia. Founded more than 35 years ago, the company employs 1,100 staff across New South Wales, Queensland and Southern Australia and have received numerous accolades for its commitment to quality and sustainable homes.
For further information or interviews please contact:
02 8281 3879