CUSTOMER RELATIONSHIP MANAGEMENT SYSTEMS, THE NEW GAME PLAN FOR SINGAPORE'S REAL ESTATE MARKET?

Abstract

This research is based on a case study ofCapitaLand Residential's Customer Relationship Management System, one ofSingapore's largest real estate company which has a CRM system in place, and a critical analysis ofit compared to the present day benchmarks ofmodern CRM systems to show that the systems in the real estate industry are unable to help market the products effectively. The paper is a qualitative study on the different management perceptions, utilizing the framework of several interviews and the methodological extraction ofthe dynamic data into categorized comparisons with modern-day CRM systems. After the data was compared, it was clear that the case study revealed the large disparity ofthe current CRM system in terms ofCRM system design and advancedfunctionality. The reason ofsuch inefficiency is due to the nature ofthe presently used CRM system that is not meeting up to the modern CRMfunctions and performance criteria. This research findings have revealed that a CRM system review is due for the CapitaLand Residential CRM system where greaterfunctionality and management structure support are key additions that would make the CRM system relevant.