Improving real estate CRM user experience and satisfaction: A user-centered design approach

Abstract

Despite the growth in CRM installations, e-CRM projects still have a significant failure rate, even after substantial investments in CRM technology. High rates of failure mean that the current requirements for developing and designing CRM need to be analysed. It's not enough to just look at data related to a service's efficiency; it's also crucial to consider the impact on the user experience and their overall level of satisfaction. Given that CRM is a people-centric business strategy, it's pertinent to wonder how much progress may be made in a similarly people-centric field like Real Estate through the development and use of a user-centred design approach. This study aims to seamlessly integrate a mobile customer relationship management (m-CRM) system with an electronic customer relationship management (e-CRM) system to increase customer loyalty, satisfaction, and performance through a user-friendly interface. User research, preliminary interviews, five usability interviews, and satisfaction surveys confirmed the functionality implemented and for each iteration, an expert was used to evaluate it. For this artifact's creation and assessment, the DSR technique was used, with each interview serving as a data point for the model. It was determined that the Desktop interface solution may improve this CRM’s ease of use and user satisfaction, thereby benefiting the real estate industry through strengthened connections and more straightforward oversight of professionals' performances.