How Salesforce helps BLD (part of AG Capital) get valuable insights into every stage of its business processes
Construction and investment company BLD uses Salesforce to get detailed insights into their business processes and better understand the needs of each of their clients
Founded in 2006, construction and investment company BLD has been focused on building modern, functional, and high-quality residential projects for almost two decades. For the company, which is a part of the AG Capital family, customer care is of the utmost importance, as high-quality construction is also a guarantee for a peaceful life and ensures comfort for its clients.
Today, BLD is the largest real estate holding in Bulgaria having completed projects with 920 apartments and houses, and five projects under construction with a total of 559 apartments and houses.
As such, the company’s key to success is to be oriented toward understanding consumer attitudes and have detailed information about every single stage of the sales and all internal processes.
Challenges
The CRM software BLD previously used provided essential functionalities but couldn't satisfy its growing needs. As the company started taking on a number of large-scale projects, it needed a new solution to provide them with insights and functionalities that allow it to better manage its business and meet the constantly increasing demand.
“In 2019, our team came to a conclusion that Salesforce is the best solution for us because as a software and as a product it can be easily extended, integrated with any other system, and module by module we can cover different business processes across the entire organization,” Irina Kaneva, Head of Sales and Marketing at BLD, explains.
First, for BLD the main focus was finding a solution to solve the issues that their sales department was dealing with, a 360-degree view of their customers and better understand their behavior, preferences, and needs, and track the customer journeys.
Solution
When there is an already functioning system in place, it isn't easy to transition to another product. But, according to Kaneva, with Salesforce, the change was definitely worth the effort.
“What was beneficial for us was that we included the sales department in creating all other modules. We had different working groups and everybody was making suggestions about what would work best,” she highlights.
The Customer 360 brings sales, service, marketing, commerce, IT, and analytics together through digital workflows. The CRM platform covers every phase of the customer’s journey, from lead to loyalty, allowing companies to integrate all their data and then adds analytics.
Head of Sales and Marketing at BLD
“When we decided to upgrade our system, the next step was to choose our partner in this journey - Next Consult was proactive and they actually contacted us before we could reach out to them. We did some research and we concluded that Next Consult was the best option for us,”
Outcome/ Impact
“We now have the full history for every client. By using Salesforce, we have all the data needed about our clients, and can prepare reports in a very quick manner. We finally have the clarity for all of the processes - we can control the sales channels, our sales representatives, and we know what happens with each of our clients,” Kaneva points out.
Specifically for the construction business, an additional benefit from using Salesforce is creating better relations with subcontractors/real estate agencies. They can track who recommended a client, so there is no debate who and when should receive a commission.
Future plans
BLD plans to continue implementing different elements of Salesforce’s solution, this will allow the company to better understand the desires of its customers. While the journey of transitioning to using Salesforce products might now always be the smoothest, companies will be grateful when they see the results that the system has. Therefore, having patience is the main advice to all of those that will choose to use Salesforce products.
