Azizi Developments leverages Salesforce for unprecedented efficiency and growth


The developer is transforming its customer-service, sales, and marketing functions through a technological reform that has helped it reduce its cycle time by more than 70%

Dubai, UAE: Azizi Developments, a leading private developer in the UAE, is changing the way people move up the property ladder through the successful usage of Salesforce, the renowned customer-relationship management service tool that provides a complementary suite of enterprise applications focused on customer service, marketing automation, analytics, and application development.

Azizi Developments has put Salesforce into service in 2019 and collaborated with implementation partner Smaartt Digital Consulting to transform it’s the internal siloed structure of its departments, integrating everything from sales and marketing to after-sales and broker management, bringing more clarity to Azizi’s customer journeys, supported by Sales Cloud. Salesforce is completely integrated with the company’s website as well as with external sites, such as Property Finder, and its social media channels. Leads are scored using Einstein Analytics and are then fed to Azizi Developments’ team, which comprises more than 100 telesales professionals, or to the 200+ strong network of external property consultant firms that the company works with.

Dr Syed Mahsud Ali, CIO of Azizi Developments, commented: “Our aim is to lead the Dubai property market by connecting with our customers on a deeper level and providing a stronger, more interactive customer experience. Moving towards this goal has required cultural change, with the combination of people, processes, and technology all having been enriched. We are 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.”

“We’ve reduced the cycle time from getting a lead to closing a deal by more than 70% since we’ve adopted Salesforce,” explained Dr Mahsud. “Before Salesforce, it would have taken more than a week to close a deal. Now, it only takes a day and a half. This reduction comes down to two things: we’ve removed the internal silo structure, and we have simplified our system. Everything is now much more transparent and protected. I believe that we are capable of jumping from a 70% reduction in the sales cycle to at least 85% in coming weeks.”

Azizi Developments sends out personalised email and SMS campaigns, monitors social media, and integrates marketing with its sales function through its use of Marketing Cloud. As a result, email bounce rates have dropped from 30% to 8%. Customer journeys do not end with the sale, however; Azizi Developments also employs Service Cloud to manage customer service matters, automate payment collections, and follow-up on maintenance and property management inquiries.

To date, Azizi Developments has undergone an unparalleled digital transformation trajectory that has helped it become a more customer centric, transparent, and efficient organisation, but its journey is far from over. In addition to creating an app for its customers, the team is now also using Experience Cloud to create a new broker portal through which third-party brokers will be able to initiate contact with the company, stay informed, and work together much more capably. Through the visibility of lead statuses, and documents being stored digitally when a lead is closed, far greater clarity is provided into the lead-generation process and sales pipeline.

About Azizi Developments:

Azizi Developments is a leading developer based in Dubai, UAE. With tens of thousands of homes successfully delivered to local and international investors and end users of over 100 nationalities, the developer prides itself on its extensive portfolio of modern luxury developments across Dubai’s most sought-after residential destinations, its construction-driven approach, and its commitment to transparency and customer centricity. Azizi’s residential and commercial properties are investor friendly, catering to all lifestyles. The developer makes it its international mission to develop lifestyles and enrich the lives of its residents with a focus on catalysing the vision and development of the markets that it operates in. 

Azizi currently has approximately 100 ongoing projects that are to be delivered between 2020 and 2023, and an additional 100+ projects in planning, worth several billion US dollars, that are projected to be delivered between 2023 and 2025. The company has a strong track record and sizeable project pipeline through its extensive land bank and strategic partnerships with Dubai’s key master developers and is instrumental in developing world-class properties in MBR City, Palm Jumeirah, Dubai Healthcare City, Al Furjan, Studio City, Sports City and Downtown Jebel Ali.