UEM Sunrise grows sales and relationships using trusted data

UEM Sunrise Berhad is one of Malaysia’s leading and award-winning property developers. It is the flagship company for the township and property development businesses of UEM Group Berhad (UEM Group) and Khazanah Nasional Berhad. The business creates sustainable spaces loved by homeowners, acclaimed by investors, and recognised by the industry.

UEM Sunrise Berhad makes customers’ lives easier and builds lasting relationships using trusted data and automation. The business also increases campaign conversion by up to 20%.

UEM Sunrise Berhad seeks to push boundaries in the property space. In addition to building sustainable spaces, the business aspires to provide customers with products, services, and apps that support and enrich their lifestyles. For example, UEM Sunrise Berhad’s award-winning hUb prop app allows customers to monitor the construction of their new home and simplifies processes like billing and defect reporting. It even connects customers with more than 30 partners offering services such as interior design packages, home furnishings, home warranty, emergency home assistance and solar panel subscription.

UEM Sunrise Behard recognises that to advance and align more closely with its customers, the business needed to change its traditional practices.

Manual processes impacted efficiency and made it difficult to get a holistic view of customers and their requirements . Sales was a particular pain point. Each sales representative maintained their own list of leads and operated in isolation. Consequently, the broader business lacked visibility into customer interactions or insights to tailor the customer experience.

UEM Sunrise Berhad has now united sales, service, and marketing on Salesforce, providing teams with CRM apps and trusted data to grow customer relationships.

The business began its transformation by automating sales processes with Sales Cloud. Now all leads and sales activities are accurately tracked and data is visualised using CRM Analytics. Dashboards provide insights into every aspect of sales and customer engagement, helping teams make data-driven decisions to drive performance and continuously increase conversion.

The latest data shows a 27.8% increase in sales from the business’ digital platform in 2023, as compared to a 23% increase in 2022.

UEM Sunrise Berhad can also better track “overhangs” which are units that remain unsold in the months after new developments are completed. With the increased visibility of overhangs, the business can be more proactive in running campaigns and optimising pricing to reduce supply. As a result, in 2023, overhang numbers reduced by 10%.

In addition to these results, UEM Sunrise Berhad has experienced a 10x uplift in productivity since using Salesforce. This is largely attributed to real-time data monitoring and visualisation enabled by CRM Analytics.

UEM Sunrise Berhad partnered with Telcowin and Salesforce Professional Services to deploy and maximise the value of Salesforce. With guidance from a Salesforce Professional Architect, the project team limited customisation of the platform to under 10%. This helped accelerate time to value while setting the business up for long-term success.

UEM Sunrise is now using Data Cloud to seamlessly integrate both structured and unstructured data. This includes business and customer data already in Salesforce as well as new data such as population demographics from the government census.

Harnessing this data with Marketing Cloud, UEM Sunrise Berhad will be able to better segment and communicate with customers based on their unique preferences and propensity to buy. Leveraging the Einstein Trust Layer, UEM Sunrise Berhad will also be able to use all its data to power AI without sacrificing data governance and security.

“We are already seeing conversion rates of up to 20%, and our aspiration with Data Cloud and AI is to increase that further,” said Hasniza Binti Mohamed, Director, Digital and Technology Innovation, UEM Sunrise Berhad.

UEM Sunrise Berhad is now using Marketing Cloud and Service Cloud to leverage its data and deliver a cohesive customer experience across touchpoints.

Marketing Cloud supports more data-driven engagement. For example, the business can see which campaigns or products drive faster conversion and quickly focus its channels and resources to amplify these. This has resulted in conversion rates as high as 20%.

Service Cloud streamlines customer service. Integrated with Talkdesk from the AppExchange, WhatsApp, and the business’ property apps, it brings all customers’ requests into one place, which allows onsite contact centre agents and property managers to respond to questions and manage tasks such as resolving property defects efficiently.

NPS is tracked at every touchpoint and has increased by 60% since UEM Sunrise Berhad began using Salesforce.

Data protection has been enhanced too, with UEM Sunrise using Shield to expand its audit trail and monitor activities like data reporting and downloading outside business hours. It can also track changes made by administrators and information on user adoption and system performance.

Most importantly, Shield has enabled UEM Sunrise Berhad to reduce its Personally Identifiable Information (PII) exposure by 90% within just six months.

UEM Sunrise Berhad continues to deepen its understanding and engagement with customers and transform its ways of working. AI offers vast potential for the business to accelerate its success and push more boundaries in the property industry. With Einstein, it can support sales teams to write emails enriched with customer data, generate concise summaries of sales calls, and use actionable insights to inform conversations. Real-time predictions can guide sellers to close deals, automate sales processes, and build stronger relationships.

“Our NPS and customers’ satisfaction have improved because we have digitised everything and made their lives easier,” said Hasniza Binti Mohamed. “I am excited about AI because I can already see how it will improve productivity and make our lives easier too. What’s important is that there is governance and a framework to manage the data and drive the right outcomes.”