Our Motivation
AWARD WINNER
Salesforce Partner Performance Middle East
CRM + AI + DATA + TRUST
"Smaartt is a very flexible and accommodative partner who executed projects with agility to achieve short & long-term digital transformation vision of Ducab. A reliable and trustworthy partner, with the owner of the Smaartt involved at every stage of the project. Smaartt focuses on customer success and went beyond the scope to satisfy our expectations."
Chief Information Officer, Ducab
"Team Smaartt is able to showcase the real proof of value and enabled us to make the digital transformation to a practical reality at Emirates Transport.Salesforce was more than a technology partner for us, it’s a key part of our vision to transform transport and mobility in the UAE."
Head of Digital transformation Emirates Transport
"We together built a strategic long-term relationship with Smaartt who were instrumental in providing futuristic solutions through their high calibered resources in salesforce!!! Appreciate their CEO for driving the leadership on these high valued commitments."
COO Dubai Development Authority
"Smaartt is continuously getting smarter every day and transforming customers digitally!.We’re using technology to automate our processes, reduce our cycle times, and empower our people. With the help of Salesforce, ours has become a ‘can do’ culture in which anything is possible."
Chief Information Officer Azizi Group
" We selected Smaartt to deploy the marketing cloud, they are a very agile and digitally focused organization. Smaartt focused on adoption, customer satisfaction, and completed our project in record time."
General Manager IT Medcare,Aster Group
“Salesforce & Smaartt helps us give customers a world-class experience.Salesforce is a reliable platform that already has all the capabilities we need to achieve our goals"
Head of Growth HolidayME
"Smaartt had been instrumental in making it a success and agile way of handling the project has certainly added value to it. Appreciate the management level attention, suggesting best practices and great teamwork done by smaartt enthusiast consultants.
Business Applications Manager Averda
Fast growing salesforce partner in the Middle East, with almost 400 product certifications across the salesforce platform, Smaartt is focused on building a strong centre of excellence which not only helps businesses in their digital transformation journey but also invests in delivering customer success with trusted advisors.
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“We’re using technology to automate our processes, reduce our cycle times, and empower our people. With the help of Salesforce, ours has become a ‘can do’ culture in which anything is possible.”
- Dr Syed Mahsud Ali, Chief Information Officer, Azizi Developments
70%
Reduction in sales cycle time
Anyone who owns their own home will tell you that getting on or moving up the property ladder can be a stressful and laborious process. But one Dubai-based property Trailblazer is changing all that by driving a technological revolution in its sales, marketing and customer service functions.
“Our aim is to lead the Dubai property market by connecting on a deeper level with our customers and providing a stronger, more interactive customer experience,” said Dr Syed Mahsud Ali, Chief Information Officer at Azizi Developments.
Azizi Developments is an award-winning property developer with a luxury residential and commercial portfolio spanning many of the Emirate’s most iconic locations, including Palm Jumeirah and Meydan.
“Moving towards this goal has required cultural change. Culture is a combination of people, process and technology and we’re using technology to automate our processes, reduce our cycle times, and empower our people,” said Dr Mahsud. “With the help of Salesforce, ours has become a ‘can do’ culture in which anything is possible.”
“Service Cloud makes life easier for our customers, and for us as a business. It’s helped connect internal processes like facility and community management and finance”
Azizi Developments adopted Salesforce in 2019 and worked with implementation partner Smaartt Digital Consulting to transform the siloed structure of its internal departments, integrate everything from sales and marketing to after-sales and broker management, and completely clarify the customer journey from end to end.
And the results speak for themselves.
“We’ve reduced the cycle time from getting a lead to closing a deal by more than 70% since we adopted Salesforce,” explained Dr Mahsud. “Before Salesforce, it would take more than a week to close a deal – now it’s a day and a half. This reduction comes down to two things: we’ve removed the silos, and we’ve cut the complexity out of our system. Now, everything is transparent and protected. Smaart Digital really helped us in achieving this. Everything they did for us was smart and they’re helping with further optimization.”
Sales Cloud forms the backbone of Azizi Developments’ customer journey. It’s fully integrated with the company’s website, as well as with external sites such as Property Finder and social media channels. Leads are scored using Tableau CRM (formerly called Einstein Analytics) then fed to Azizi Developments’ team, which includes more than 100 telesales personnel, or to the 200-strong network of external property consultants the company works with.
“ Tableau CRM has made a crucial difference by letting us score the quality of leads,” said Dr Mahsud. “It’s a fundamental tool for our sales team and property consultants. It helps us make sure that our sales teams have the right level of access to leads, and minimises the risk of high-value leads being transferred elsewhere.”
The processes built on Salesforce make sure that leads are transferred to the right person, based on a range of criteria including language spoken, and a lead’s preferences.
This means consultants can speak to potential clients less than five minutes after they make the first contact. With a CTI integration, telesales teams can follow up with customers with just one click.
Ease of use is critical, given that most of Azizi Developments’ consultants spend the majority of their time out in the field.
“Our property consultants use the Salesforce mobile app so all the customer information they need is at their fingertips when they’re out and about,” said Dr Mahsud. “This means they understand who a lead is before they contact them, and can see their full history of interactions.”
Azizi Developments runs personalised email and SMS campaigns, monitors social media, and keeps its marketing fully integrated with its sales function. And it does all this with Marketing Cloud.
“Marketing Cloud is an absolutely essential tool for our marketing department,” said Dr Mahsud. “We run regular weekly campaigns and special festive campaigns around events, such as Ramadan. And Marketing Cloud helps us hit the mark with our campaigns.”
Based on the information, data and feedback in Marketing Cloud, the marketing team has enhanced and honed the customer journey. “We get so much more information,” said Dr Mahsud. “We know that our communications aren’t ending up in junk folders and we know the email addresses we have are real.”
All of this has resulted in an email bounce rate that’s fallen from 30% – to 8%.
The customer journey doesn’t end once the sale has been made, of course. Azizi Developments uses Service Cloud to manage customer care and complaints, and to automate payment collection and follow-ups on maintenance and property management queries.
“Service Cloud makes life easier for our customers, and for us as a business. It’s helped connect internal processes like facility and community management and finance,” said Dr Mahsud.
And that’s not all. The team is developing a mobile app so customers can interact with Azizi Developments using their mobiles. This will let customers notify the company of any issues, as well as manage their accounts.
Azizi Developments has seen incredible efficiencies and enhancements so far. But its journey is far from over. As well as developing an app for its customers, the team is using Experience Cloud to build a new broker portal.
Third-party brokers will be able to use the portal to start a relationship with Azizi Developments. This will create far greater clarity into the lead generation process and sales pipeline, as lead status will be visible and documents can be stored digitally when a lead is closed.
“By connecting our property consultants, we’ll link up every part of the sales process,” said Dr Mahsud. “But what’s really exciting about all of this, is that we’re still optimising with Smaartt Digital Consulting. I think we can jump from a 70% reduction in the sales cycle to at least 85%. With Salesforce, the sky really is the limit.”
“Salesforce was more than a technology partner for us, it’s a key part of our vision to transform transport and mobility in the UAE.”
Talal Al Najjar | Head of Digital, Emirates Transport
Travelling can be hard work; from buying and maintaining an affordable car, to learning to drive, or making sure your kids catch the school bus in the morning – life would be much simpler if there was an app that could do all of that, and make getting the whole family from A to B a breeze.
Well, in the United Arab Emirates, there is. OneET is delivering mobility-as-an-experience (MaaX) with a one stop shop aligning 32 transport services run by government agency Emirates Transport, ranging from coordinating school buses to retreading tyres. This is the result of the bold transformation of the agency that took it from only catering to government bodies, to opening its services to all consumers in the country within one year. To achieve this, it had to pivot to focus on the customer and their experiences, providing lifetime value to citizens however they choose to travel.
“Salesforce gives us the power to get 360-degree visibility of the customer and of every vehicle, tyre, or partner in our network,” said Talal Al Najjar, Head of Digital at the company. “We’re getting ready to launch a truly connected, next generation mobility service across the entire UAE.”
To achieve its vision of operating as OneET, the company needed to simplify its complex and siloed IT estate and centralise company data. It turned to Salesforce to help unlock 360-degree visibility of more than two million customers and to connect and streamline operations across departments.
“Building a connected experience doesn’t just make life easier for customers and staff, it will also help us establish lifelong relationships with citizens to maximise cross and upsell opportunities,” said Najaar.
Working with Salesforce and implementation partner Smaartt Digital Consulting in early 2019, the team implemented Salesforce and integrated it with multiple operational systems and ERP.
“Having the right partners was crucial to the success of the project, we’re two thirds Emirates Transport pioneers mobility-as-an-experience with one super app for government bodies, businesses and citizens. Learn the role of Salesforce of the way into our transformation and we’ve established best practices to help us get our platform where we need it to be,” commented Deepak Thomas, Head of IT Projects.
Emirates Transport is now centralising data across 38 companies within the group and unlocks better visibility of the customer, prospect, and vehicle lifecycle, creating a truly connected enterprise. This helps teams in every department to more effectively serve customers and collaborate across the group. Sales Cloud, Service Cloud, and Marketing Cloud underpin both the OneET app and Emirates Transport’s intelligent CRM platform.
When OneET was ready to launch to consumers, trust was a key differentiator that gave Emirates Transport a competitive edge: both in terms of the brand’s reputation, and its unique single source of trusted customer data. “As a government organisation we’ve built up a lot of trust, which puts us in a unique position to grow our business and become a market leader,” said Thomas. “When we launched our app we didn’t need to do a big marketing campaign because people already knew us – and our high engagement rates reflect that.”
In addition to the app, online portals built on Experience Cloud help customers access services from the app or web browser. “Overall, self service reduces manual data entry for our teams, and empowers customers with faster access to services.” commented Thomas
Three of the company’s services are currently accessible via portals, with the rest on the roadmap for implementation. “Customers can log into the community for vehicle registration, or to book an inspection. And parents can book their children on to school buses or get the latest info on when they’re running during the pandemic,” revealed Thomas. “We launched digital vehicle registrations in October 2020 and handled more than 4 million transactions through the portal in the first six months.”
The self-service portals are also part of the company’s omnichannel vision, and Marketing Cloud supports communications by email, social media, and WhatsApp via an integration.
“Marketing Cloud helps us target the right people at the right time to build stronger relationships and maximise the impact of our communications,” revealed Thomas.
For example, the team can segment people who are eligible for driving lessons but eliminate contacts who are already learning and send each group on the most relevant journey.
With 250,000 students travelling by school bus every year, this is a significant opportunity to engage with teenagers when they get their provisional license. And when they pass their test, Emirates Transport can help them find an affordable car, insure it, and keep it running with relevant reminders through Marketing Cloud and easy access to services through the app or portal.
And to deliver these amazing customer experiences at scale, Emirates Transport leveraged Salesforce’s Platform capabilities, with smart workflows to streamline services such as vehicle maintenance, and launch new services to amplify the group’s offering.
Automated processes built on Salesforce Platform support the vehicle maintenance process from the moment a customer requests a quote through to approval, then underpins fulfilment of the service with trigger-based actions to register the task, schedule field visits where applicable, and generate invoices and receipts through the integration with the ERP system.
And customers aren’t the only group enjoying the new technology; the employee experience has also been elevated and modernised with Salesforce, with better access to comprehensive customer data and greater automation cutting down on manual entry. “We ran change management programmes to help users adjust to the new environment and incentives to use the platform,” added Najaar. “Today, if something isn’t logged on Salesforce then it doesn’t exist.”
Next on its roadmap, Emirates Transport is planning to leverage Einstein to perform smarter analytics on company data to improve lead segmentation and prioritisation. It’s also starting to use Social Studio for social listening and hopes to be able to boost engagement in the future.
“Salesforce was more than a technology partner for us, it’s a key part of our vision to transform transport and mobility in the UAE,” said Najaar. “We’re adding new functionality and optimising our app and internal processes every day so we can add more value to millions of people and improve fleet management for 35,000 vehicles.”
“Salesforce helps us give customers a world-class experience.”
BECHIR OMRAN, HEAD OF GROWTH, HOLIDAYME
90%
CSAT
“Salesforce is a reliable platform that already has all the capabilities we need to achieve our goals.”