Abstract

Despite the growth in CRM installations, e-CRM projects still have a significant failure rate, even after substantial investments in CRM technology. High rates of failure mean that the current requirements for developing and designing CRM need to be analysed. It’s not enough to just look at data related to a service’s efficiency; it’s also crucial to consider the impact on the user experience and their overall level of satisfaction. Given that CRM is a people-centric business strategy, it’s pertinent to wonder how much progress may be made in a similarly people-centric field like Real Estate through the development and use of a user-centred design approach. This study aims to seamlessly integrate a mobile customer relationship management (m-CRM) system with an electronic customer relationship management (e-CRM) system to increase customer loyalty, satisfaction, and performance through a user-friendly interface. User research, preliminary interviews, five usability interviews, and satisfaction surveys confirmed the functionality implemented and for each iteration, an expert was used to evaluate it. For this artifact’s creation and assessment, the DSR technique was used, with each interview serving as a data point for the model. It was determined that the Desktop interface solution may improve this CRM’s ease of use and user satisfaction, thereby benefiting the real estate industry through strengthened connections and more straightforward oversight of professionals’ performances.

Introduction

In the 21st century, the ability to interchange and transfer data through the internet and online services has had a noticeable impact on our culture (Purbowo et al., 2017).

Acquisition costs are five to ten times higher than retention costs (Alotaibi and Rigas, 2012), therefore contemporary firms are constantly on the lookout for strategic advantages. There is an ongoing requirement to build client-focused activities to strengthen long-term customer relationships (Jelonek, 2015, Kimiloǧlu and Zarali, 2009). However, this objective is becoming increasingly difficult due to rapid technical advancements (Alotaibi and Rigas, 2012, Kimiloǧlu and Zarali, 2009).

Thus, each company must invest in a customized business strategy and information system (IS) to comprehend its customers’ needs and desires (Jelonek, 2015). These include identifying the most profitable clients, lowering costs connected with online customer administration, developing a targeted and individualized marketing campaign, and generating in revenue (Goy and Magro, 2012, Jelonek, 2015).

Conclusions

This project aimed to adapt a mobile app for real estate that uses CRM into an online interface, with a focus on enhancing client satisfaction, loyalty, and productivity – more detail about the end artefact can be seen here and also the investigation of it can be seen here. All features implemented in this artefact were the ones described in Table 1. The use of Design Thinking principles, including strict monitoring of usability interviews, led to the development of a desktop application with a solid scientific base and assessment of its needs. The resulting interface features filterable calendars and contact lists, real-time agent performance tracking via dashboards and analytics, client qualification tools, and business funnels.

Usability concepts defined during exploratory research helped build an agent-friendly desktop interface. The interface’s simplicity and pleasant colour palette were praised for their utility, as the Aesthetic-Usability Effect states. The task’s use of colour was complimented for its ability to provide quick, clear visual clues. The app’s great level of customization may improve its user base since almost every function can be customized. Its flexible interface demonstrates the tool’s efficiency.