Myra

With Salesforce, we are now able to act more as a personalised consultant than a standard property developer. We can provide advice and support throughout the entire customer journey — from initial finance to the final interior design.”

Ken Goh | Head of Marketing, Myra
 

60% +

reduction in cost per lead

 

How Myra is delivering personalised customer experiences with Salesforce

Malaysia-based Myra is a property developer with a difference. The company is putting customised customer experiences at the forefront of its offering with help from Salesforce.

Myra builds more than homes; the company is in the business of creating long-term communities. Founded in 1986, Myra has a long history in Malaysia’s construction industry, but the property developer is anything but conventional.

“The generic approach for property developers is to put all their effort into the beginning of the customer journey, then hand over the keys and walk away,” says Ken Goh, Head of Marketing at Myra. “That’s not us. We are much more focused on building long-term customer relationships and supporting our customers throughout their entire journey with us.”

For Goh, that means creating customer experiences that extend far beyond the pre-sales pitch. He says the company’s vision is to become much more than a builder for their customers.

Rather, Myra wants to partner with customers as a trusted consultant throughout the entire customer lifecycle. 

“We build affordable homes and most of our customers are long-term residents,” Goh explains. “So our customers are often making the largest financial commitment of their lives with us, and that requires a lot of trust building and ongoing support. There's a two to three year building process for each home, and we see a lot of opportunities to engage customers during this time. That could be as simple as starting with neighbourhood and area updates, sending them drone shots of their project, or even digging deep into landscaping or furnishing plans. ”

 

Digital Transformation Begins

However, managing long-term customer journeys with a high degree of personalisation and engagement is a complex task. Goh says that this was close to impossible with the company’s fragmented customer management system. 

“Customer records were kept as physical files, so dealing with even the simplest customer request involved manually finding and reviewing the customer’s paper file,” he says. “This was incredibly time consuming and inefficient. And you certainly can’t integrate new tools and ideas if you don’t have digital processes in place.”

Goh knew that digital transformation was the way forward. It began with the adoption of Google Suite to centralise documentation, and then Slack to assist with project management. But that was only the tip of the iceberg.

 

The Salesforce Solution

The next step was to review how the company was collecting customer data and storing customer records. Sales Cloud was deployed as the company’s CRM, and Pardot was implemented to drive marketing automation. 

“Sales Cloud essentially houses our customer information and helps us manage our sales interactions,” says Goh. “We can pull down data such as lifestyle choices that helps us get to know the customer. It also helps with customer segmentation, so we know we’re targeting the right demographics.

“Pardot is primarily designed for B2B application, but it is the perfect fit for us. While we are B2C, our offerings are such large ticket purchases that a B2B marketing approach actually makes more sense for us. We work to a long engagement period with our customers, and Pardot helps us build those integrated customer journeys.”

The results of the Salesforce deployment have been very positive. Sales Cloud has helped achieve a 65% to 70% reduction in the cost per lead, and Pardot has contributed to a decrease in the customer drop-off rate from 6.7% to 1.45%.

“With Salesforce, we are now able to act more as a personalised consultant than a standard property developer,” says Goh. “We can provide advice and support throughout the entire customer journey — from initial finance to the final interior design.”

 

The Covid Crisis

The Covid-19 pandemic had a brutal impact on businesses across a wide range of industries. Construction has certainly felt this impact, with all construction projects halted at short notice by Malaysia’s Movement Control Order (MCO).

Despite suspending construction work and moving about 159 employees to remote work, Myra was able to maintain 70% to 80% operational efficiency in most departments throughout the outbreak.

“Salesforce made that pivot possible,” Goh explains. “Construction had to be shut down, but most of our other departments were able to keep working during the MCO. That translates to about MYR$82 million worth of sales bookings from the middle of March that we might not have been able to close without Salesforce.”

Building a competitive edge

Looking to the long-term future, Goh says the company will stay committed to providing affordable quality to its valued customers. However, he expects the affordable housing market to become even more competitive as more developers look to move in and compete largely on price.

“More developers will move into the affordable market going forward, and when that happens our competitors are going to be about providing the cheapest price for the biggest house,” he says. “But we don’t want to play that game. We don’t want to be just another commoditised developer that’s just pushing out the cheapest product at the lowest cost.”

Goh says that it’s the company's ongoing commitment to relationship building, meaningful education, and personalised customer experiences that will maintain their competitive edge.

“We really want to put effort into consumer engagement, and how we can add value for our customers outside of the transaction,” he says. “Our long-term game is going to be about delivering even better, more segmented and customised experiences that are curated to suit each demographic. I see Salesforce being a big part of that future.”

 

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