BNP Paribas Real Estate is a subsidiary of the BNP Group. A key player in European real estate, it has a presence in 36 countries and more than 4000 associates. BNP Paribas Real Estate is involved at all stagesof the real estate cycle. It offers a multi-expertise, local and international service through it’s six lines of business: promotion, transaction, consultation, expertise, property management, and investment management.
Implementation of a shared CRM to capture and analyse information information on the clients and prospects of each line of business.
Just like its banking branch, BNP Real Estate has been carrying out numerous modifications to its information system for several years now. These developments and improvements fall within the framework of a continuous digital transformation, aiming to improve the efficiency and robustness of the handling of client information.
The implementation of the shared CRM to all of the real estate branches therefore presents various issues at company level, but also for each line of business. A line of business will be able to continue its development at its level (dematerialisation of files, contracts, etc.) but will also, at the level of the entire organisation, profit from a 365° viewpoint of certain information. For example, a client, already known from another line of business, will not need to complete the entire process of providing personal information: this personal information is already known, and the information can be reused to allow him/her to seamlessly access the services of BNP Real Estate.
After several months of specifications and implementation, CRM Dynamics opened access to production in summer 2017, and the business demands continue to drive technological advancements. The V2 is therefore already on the way.
The principal interest of these CRM projects is evidently the strategic dimension and challenge they bring to BNP Paribas Real Estate. They focus on the redesign of the different SI for the lines of business, but also aim to reinforce the collaborative aspect of the company’s operations. The coexistence of these different projects, each having very varied methodologies and needs, allowed us to review our manner of communicating and our approach to client support.