Customer interface goes smart

Delays in the completion of a project, deviations from original master plans, as well as amenities and absence of a proper redressal mechanism for customers have been responsible for the trust deficit that exists between home buyers and developers in India. Having a smart CRM system could prove to be the big differentiator. 

Highlighting the need for such systems in the market, Ramesh Nair, COO - Business & International Director, JLL India, says, “A robust CRM system can ensure timely dissemination of project information, systematic generation of business intelligence, facilitate smooth project execution and handover, support regulatory compliance and provide a mechanism for time-bound grievance redressal – making it a vital ingredient for business success. It can also help bridge the growing trust deficit between the two important stakeholders: builders and buyers.” 

Operators in the realty sector feel that Chennai as a market is primed for the setting up of such facilities. Sanjay Chugh, Founder, Skylines Property Consultants says, “With the implementation of the Real Estate Regulation Bill (RERA), buyers are going to be keener on matters concerning transparency and builders are most likely to take up measures to instil trust in the minds of home buyers. CRM systems will go a long way in helping protect such interests. For instance, a home buyer can log onto his respective account on a fortnightly basis and check on the status of construction of his home. He can also receive timely updates on the development, apart from being able to track every aspect of his transactions and payments among other details. Developers in Chennai are now in talks to set up live monitoring systems so that customers can gain access to real time footage of the home being built, without having to physically visit the site.”

He adds, “Apart from being a confidence building measure, such systems are pushing the realty sector into a more automated dimension, almost like the banking business. It is also beneficial from a convenience perspective, helping reduce traffic build- up in areas where constructions are in progress.”

A few developers in Chennai have already proven themselves to be front runners in the adoption of such technologies. T Chitty Babu, Chairman, MD, Akshaya Pvt Ltd, says, “About eight years ago, we were among the first developers in Chennai to introduce the concept of smart homes, where almost every aspect of the house could be controlled by the owner sitting in a remote location. We had brought in CRM systems much earlier as we were aware that sooner or later, this was a technology that the sector would be relying on, full time. Our systems allow users to access their account in a secure manner, and look into details concerning their home projects, make payments for the same and even monitor the site. In a few years, these systems will become the norm, or rather the necessities of the sector. We are also working on some advanced building management systems, that we will reveal shortly.”