Lalin Property Elevates CRM to Experience-led Strategy to Gain Competitive Advantage through Deep Customer Understanding
Mr. Churachart Chakrakul, Managing Director of Lalin Property Public Company Limited, or “LALIN”, a developer of quality real estate projects under the concept of 'homes built on good intentions', revealed that today consumers can conveniently access information and a variety of housing options, making it crucial to understand customer needs accurately, which plays a vital role in creating impressions and brand loyalty. Therefore, the company is adopting the Experience-led Strategy to enhance its CRM strategy, focusing on customer feelings and experiences at every decision-making stage, which is one of the key factors reflecting business success today.
The Experience-led Strategy or Experience-led Growth is a business-driving concept that prioritizes “customer experience” as a key factor for growth. Organizations aim to design and deliver impressive experiences that meet lifestyle needs and align with individual preferences at every touchpoint, from brand awareness, purchasing decisions, delivery of housing, to post-sale care. This concept emphasizes a deep understanding of customers by analyzing their decision-making journeys, utilizing data to tailor experiences to individuals, and creating seamless experiences that foster positive feelings towards the brand, which helps build trust, increases repeat service opportunities, and supports continuous business growth.
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The experience-driven CRM concept that Lalin Property is advancing helps differentiate the brand through continuous customer care, from the decision-making stage of choosing a residence to actual living within the project, resulting in a clear increase in brand trust. The analysis of in-depth data also enables the company to communicate and present offerings that better match the needs of each customer group. At the same time, the resulting satisfaction promotes referrals and repeat business, helping to build a strong customer base and support continuous business growth. Additionally, this approach reflects the use of customer data to develop products that better meet needs, create marketing activities that allow customers to engage directly with the brand, and enhance after-sales services to be quick and aligned with current customer lifestyles.
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The development of this strategy is an extension of Lalin Property's previous CRM system, which focused on collecting basic customer data and communicating various information, to utilizing Data Analytics for deeper analysis of behaviors and needs, from information searching, purchasing, experience during ownership transfer, to satisfaction after moving in. It also considers important factors such as the channels through which customers reach us, search behaviors, decision-making duration, as well as referrals and the overall value of relationships with customers, to develop experiences that meet needs and create brand loyalty effectively. This results in product and service designs that can more clearly address customer lifestyles while enhancing cost management efficiency and strengthening the organization's competitive capabilities. “Data Analytics will serve as a crucial compass that helps ensure product and service development meets customer needs more accurately, while also increasing the chances of closing sales effectively and creating outstanding experiences that stand out in the real estate market.”
For those interested in more information, details can be found at www.lalinproperty.com. Conditions apply as specified by the company.
