Emaar is a leading elite property developer based in the United Arab Emirates with significance presence across the Middle East and globally. Emaar Properties is a Public Joint Stock Company listed on the Dubai Financial Market. Since its inception, Emaar has been shaping landscapes and lives in the Emirate by developing Integrated master-planned communities and various large-scale projects.
The Project
After a period of significant growth, Emaar needed a unified CRM platform across all international offices. The business had selected Salesforce and engaged a partner to manage the development and integration program.
My Role
Adel led an Agile project team in the delivery of requirements gathering, process mapping, solution design, and delivery. This included building the project plan, defining sprint goals, translating business needs into system specifications, overseeing the development of technical documentation, and delivery of testing and deployment plans.
The Challenges
No visibility on data from worldwide offices.
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Difficult to provide quality service with data-driven solutions without holistic view of customer data.
Lack of unified platform hindered collaboration amongst teams.
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The Solutions
Building a Framework
The first step towards a unified platform was to build a framework in Salesforce that fits well with the core business processes at Emaar's, This is to ensure that all the offices can leverage the same Salesforce organisation and reporting is easier across the group.
An Integrated CRM
Since Emaar's Inventory and financial reporting are managed in an ERP System, it was imperative to have a seamless integration of the backend system with Salesforce, this, coupled with a mobile application, is key to an enhanced user experience for Emaar Team while on the go.
Automated Processes
With the automation capabilities built-in Salesforce the operational efficiency has increased substantially, this has empowered Emaar to focus on customer satisfaction and provide premium customer service.
Adel Eldebri, Concept & Strategy
Emaar was going through massive growth as a business with local and global expansions,therefore the need for robust technology to support this growth was a top priority for the leadership team.
It was so important for me to plan alignment sessions with the leadership in every milestone of the project, this has helped on a vast scale in building a scalable CRM system that tackles the short and long term challenges which the organization faces.
The Results
Streamlined Communication
Increased
Customer Satisfaction Score
C Suite Level
Reports & Dashboards