SlideShare a Scribd company logo
1 of 2
Download to read offline
M/I Homes




                                                                                                                                                             C a s e
                                            Survival through sales force automation: How CDC Pivotal
                                            CRM helped M/I Homes enhance its position during a deep
                                            industry downturn.




                                                                                                                                                             s t u d y
Key Results:                                Overview                                             relied on 20-year-old DOS technology. At
                                            After 35 years in business, M/I Homes prides         the same time, M/I knew that 98% of its
•	In three years, web leads have
                                            itself on delivering exceptional customer service,   customers access the company website at
  increased from 4% of total sales to
                                            but had struggled to manage data spread              some point during the construction process.
  25%
                                            between seven different computer systems.            The company was missing a huge opportunity
•	M/I is the only top 20 U.S. builder to    The company wanted a 360-degree view of              to understand visitor demographics and
  increase its closings in 2009             its customers and turned to CDC Pivotal CRM          motivations, generate and nurture leads, and
                                            for a fully integrated solution with out-of-the-     streamline communication. M/I Homes wanted
•	Prior to the second quarter of 2010,      box functionality. Just three years later, web-      to gain a 360-degree view of its customers and
  M/I had six consecutive year-over-        generated leads have grown from 4% to 25%            implemented CDC Pivotal CRM to achieve this
  year quarters of positive growth          of total sales. The team is focused on nurturing     critical goal. Despite the challenging market,
                                            these online leads, gathering detailed customer      M/I Homes has strengthened its position
•	Budgets can now be completed in                                                                and credits Pivotal CRM with helping the
  15-30 minutes, versus 1-4 hours           demographics, streamlining data collection and
                                            distribution, and creating targeted marketing        organization to survive, and even thrive, in
•	Enhanced customer service,                campaigns. The past several years have               a tough business environment.
  marketing and communication               marked the toughest housing downturn in U.S.
                                            history, but M/I Homes has leveraged Pivotal         the Pivotal solution
•	Complete customer and website             CRM to strengthen its market position and earn       email marketing
  visitor demographics and                  more loyal customers.
  segmentation                                                                                   As soon as customers connect with M/I—either
                                                                                                 through the website, by referral, or after visiting
•	Single point of entry, automated
                                            about M/I Homes                                      a model home—the team initiates contact
  information flow, system integration      Founded in 1976 by Irving and Melvin                 through email marketing campaigns. In the
                                            Schottenstein, M/I Homes is dedicated to             past, M/I simply sent out mass email blasts.
                                            building homes of uncompromising quality,            Now, they use Pivotal CRM to target customers
‘’We needed to have a system that was       innovative design and enduring value in the          based on preferences, demographics and
really flexible, that could grow with us,   most desirable locations possible. In over three     communities of interest.
and this was quite honestly one of the      decades, M/I has built homes for more than
critical factors in choosing Pivotal. ‘’    78,000 customers in 12 U.S. markets. The             Integration with envision online design center
                            Ron Frissora
                                            company recently acquired TriStone Homes,            The Envision system enables customers to
                          CIO, M/I Homes    a small builder in San Antonio, Texas. M/I           browse and choose home options, such as
                                            Homes is listed on the NYSE and trades under         carpets, cabinets, exterior colors and trim, and
                                            the symbol MHO.                                      is fully integrated with the Pivotal solution. When
                                                                                                 customers select upgrades online before visiting
                                            the M/I Homes story                                  the design center, it saves time, resources, and
                                            M/I Homes is one of the largest homebuilders in      helps the company provide better service.
                                            the U.S.—ranked 15th in the nation by Builder
                                                                                                 “Pivotal was the final piece of the puzzle for
                                            Magazine in 2010. The company operates in
                                                                                                 us to fully integrate all of our systems. From
                                            12 markets and serves a customer base of
                                                                                                 JD Edwards ERP to BuildPro construction
                                            primarily first-and second-time home buyers.
                                                                                                 scheduling to Envision’s design center for our
                                            Since 2006, however, the market has not been
                                                                                                 customers—all of this data links into Pivotal
                                            kind to the housing industry. According to Ron
                                                                                                 from inside out.”
                                            Frissora, CIO of M/I Homes, the U.S. Home
                                            Building industry is in the midst of the worst       Web tracking and lead generation
                                            downturn in history, with 60% of all builders        M/I recently pulled its traditional marketing
                                            and 80% of all land developers currently in          efforts to focus fully on web leads. The
                                            bankruptcy.                                          company uses Pivotal to measure and segment
                                            “Pivotal helped us achieved probably one of our      unique site visitors and has designated Internet
                                            most important goals— having a 360 degree            Sales Associates (ISAs) who nurture leads, track
                                            view of the customer.” says Fissora.                 appointments and drive customers to the model
                                                                                                 homes. The ISAs also use Pivotal to send
                                            In 2008, M/I Homes senior management                 electronic meeting reminders—a critical task,
                                            realized that the company was not effectively        given that 25-30% of in-person appointments
                                            leveraging online technology to nurture sales        ultimately become sales.
                                            leads. Corporate data was spread across
                                            seven different systems and customer care

                                                                                                                                  Pivotal CRM | Case Study
Pivotal Customer Care                                      automated, single-point-of-entry data
                                                    At M/I, 15% of buyers are repeat customers.                integration
                                                    The CDC Marketing Automation system                        With Pivotal integration, data never has to be
                                                    integrated with Pivotal helps M/I provide                  re-keyed. Homebuilding, costing, options and




                                                                                                                                                                 C a s e
                                                    outstanding service and track B-back leads,                customer information enters the system once
                                                    which are customers who previously made                    and is available to each applicable division.
                                                    contact—either directly or through a referral              For example, field contractors use tablet PCs
                                                    partner—and then returned to M/I. Customer                 loaded with construction scheduling software to
                                                    care also means responding to online inquiries             communicate with subcontractors and execute




                                                                                                                                                                 s t u d y
                                                    as quickly as possible.                                    change orders. As a result, current field data
                                                                                                               is available to sales and service staff, who
                                                    ‘’Pivotal has given our field reps immediate               can provide customers with up-to-the-minute
                                                    access to the information they need. They                  construction timelines.
                                                    can respond to customer requests in minutes
                                                    instead of hours or days and communicate with              streamlined budgeting
                                                    subcontractors from anywhere.’’                            Accurate budgeting is paramount to success in


   “
                                                                                                               the home building industry. M/I needs to know
        Pivotal has been instrumental in helping us to survive—                                                exactly how much each house will cost to build.
        and even thrive—in the worst downturn in the history of                                                Before the Pivotal implementation, contracts
                                                                                                               were written and signed in the field, then
        the housing industry.
                                         ”                                            Ron Frissora
                                                                                    CIO, M/I Homes
                                                                                                               brought to a central office where staff keyed
                                                                                                               data into the ERP system. Now, all information
                                                                                                               is fed automatically through the system,
                                                                                                               enabling costing staff to complete a budget in
                                                    analytics and lead investigation
                                                                                                               15 to 30 minutes, rather than 1-4 hours.
                                                    By tracking appointments, M/I learned that
                                                    20% of its leads book an appointment, and
                                                    3% of those people attend the meeting.
                                                    The team’s new goal is to get 30% of its
                                                    approximately 3,400 annual leads into a model
                                                    home for a meeting, which would translate
                                                    into 400 additional yearly sales. With Pivotal,
                                                    the company can dig down and examine
                                                    where leads originate and track them through
                                                    to a sale.


   “    Pivotal is a tremendous solution that we’ve built into
        all facets of our organization. It has really helped us to
        streamline our business.
                                               ”                                      Ron Frissora
                                                                                    CIO, M/I Homes

                                                    Customer demographics
                                                    In the past, M/I relied on salespeople to enter
                                                    customer information into the system, but few
                                                    would actually complete the process. Now,
                                                    the team uses CDC Marketing Automation to
                                                    automatically send customer survey emails after
                                                    a sales visit. M/I is developing deeper customer
                                                    insights and can incorporate this data into
                                                    marketing campaigns.




Learn More about Pivotal CRM
To learn more about how Pivotal CRM can meet your organization’s unique needs, call us today at +1 877-PIVOTAL (+1 877-748-6825)
or visit us at www.pivotal.com.

Copyright © CDC Software 2011. All rights reserved. The CDC Software logo is a registered trademark of CDC Corporation.

More Related Content

Viewers also liked (8)

Updated_CV
Updated_CVUpdated_CV
Updated_CV
 
PUBLICACIÓN2_SLIDESHARE
PUBLICACIÓN2_SLIDESHAREPUBLICACIÓN2_SLIDESHARE
PUBLICACIÓN2_SLIDESHARE
 
Module 13
Module 13Module 13
Module 13
 
Practica 2 excel
Practica 2 excelPractica 2 excel
Practica 2 excel
 
Paradiso Yacht Charters Video
Paradiso Yacht Charters VideoParadiso Yacht Charters Video
Paradiso Yacht Charters Video
 
LOS CHURROS
LOS CHURROSLOS CHURROS
LOS CHURROS
 
test
testtest
test
 
Bulkness - Bulk SMS services
Bulkness - Bulk SMS servicesBulkness - Bulk SMS services
Bulkness - Bulk SMS services
 

More from Pivotal CRM

Pivotal mobile crm
Pivotal mobile crmPivotal mobile crm
Pivotal mobile crmPivotal CRM
 
Pivotal service
 Pivotal service Pivotal service
Pivotal servicePivotal CRM
 
CRM for home building and realestate
CRM for home building and realestateCRM for home building and realestate
CRM for home building and realestatePivotal CRM
 
Best practices assessment
Best practices assessmentBest practices assessment
Best practices assessmentPivotal CRM
 
Pivotal syndmail
Pivotal syndmailPivotal syndmail
Pivotal syndmailPivotal CRM
 
37 social crm de
37 social crm de37 social crm de
37 social crm dePivotal CRM
 
Institutional asset management
Institutional asset managementInstitutional asset management
Institutional asset managementPivotal CRM
 
Technology of innovation
Technology of innovationTechnology of innovation
Technology of innovationPivotal CRM
 
Sales leader point of view
Sales leader point of viewSales leader point of view
Sales leader point of viewPivotal CRM
 
Pivotal the healthcare paper shuffle
Pivotal the healthcare paper shufflePivotal the healthcare paper shuffle
Pivotal the healthcare paper shufflePivotal CRM
 
health care insurance opportunity
health care insurance opportunityhealth care insurance opportunity
health care insurance opportunityPivotal CRM
 
The crm discovery kit
The crm discovery kitThe crm discovery kit
The crm discovery kitPivotal CRM
 
The financial services crm_opportunity
The financial services crm_opportunityThe financial services crm_opportunity
The financial services crm_opportunityPivotal CRM
 
The executive Guide to CRM architechture
The executive Guide to CRM architechtureThe executive Guide to CRM architechture
The executive Guide to CRM architechturePivotal CRM
 
Uncover the gold
Uncover the goldUncover the gold
Uncover the goldPivotal CRM
 
The crm journey from productivity to profit
The crm journey from productivity to profitThe crm journey from productivity to profit
The crm journey from productivity to profitPivotal CRM
 
Contact center opportunity
Contact center opportunityContact center opportunity
Contact center opportunityPivotal CRM
 

More from Pivotal CRM (20)

Pivotal mobile crm
Pivotal mobile crmPivotal mobile crm
Pivotal mobile crm
 
Integration
IntegrationIntegration
Integration
 
Pivotal service
 Pivotal service Pivotal service
Pivotal service
 
CRM for home building and realestate
CRM for home building and realestateCRM for home building and realestate
CRM for home building and realestate
 
Social crm de
Social crm deSocial crm de
Social crm de
 
Analytics
Analytics Analytics
Analytics
 
Best practices assessment
Best practices assessmentBest practices assessment
Best practices assessment
 
Pivotal syndmail
Pivotal syndmailPivotal syndmail
Pivotal syndmail
 
37 social crm de
37 social crm de37 social crm de
37 social crm de
 
Institutional asset management
Institutional asset managementInstitutional asset management
Institutional asset management
 
Technology of innovation
Technology of innovationTechnology of innovation
Technology of innovation
 
Sales leader point of view
Sales leader point of viewSales leader point of view
Sales leader point of view
 
Pivotal the healthcare paper shuffle
Pivotal the healthcare paper shufflePivotal the healthcare paper shuffle
Pivotal the healthcare paper shuffle
 
health care insurance opportunity
health care insurance opportunityhealth care insurance opportunity
health care insurance opportunity
 
The crm discovery kit
The crm discovery kitThe crm discovery kit
The crm discovery kit
 
The financial services crm_opportunity
The financial services crm_opportunityThe financial services crm_opportunity
The financial services crm_opportunity
 
The executive Guide to CRM architechture
The executive Guide to CRM architechtureThe executive Guide to CRM architechture
The executive Guide to CRM architechture
 
Uncover the gold
Uncover the goldUncover the gold
Uncover the gold
 
The crm journey from productivity to profit
The crm journey from productivity to profitThe crm journey from productivity to profit
The crm journey from productivity to profit
 
Contact center opportunity
Contact center opportunityContact center opportunity
Contact center opportunity
 

Recently uploaded

Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access
 
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGUNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGlokeshwarmaha
 
Fabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsFabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsWristbands Ireland
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessAPCO
 
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)tazeenaila12
 
Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Lviv Startup Club
 
MoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor PresentationMoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor Presentationbaron83
 
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView
 
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfPDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfHajeJanKamps
 
MC Heights construction company in Jhang
MC Heights construction company in JhangMC Heights construction company in Jhang
MC Heights construction company in Jhangmcgroupjeya
 
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfCharles Cotter, PhD
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access
 
Mihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZMihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZKanakChauhan5
 
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...Khaled Al Awadi
 
Plano de marketing- inglês em formato ppt
Plano de marketing- inglês  em formato pptPlano de marketing- inglês  em formato ppt
Plano de marketing- inglês em formato pptElizangelaSoaresdaCo
 
Data skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsData skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsyasinnathani
 
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...AustraliaChapterIIBA
 
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfAMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfJohnCarloValencia4
 

Recently uploaded (20)

Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024
 
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGUNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
 
Fabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsFabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and Festivals
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
 
WAM Corporate Presentation Mar 25 2024.pdf
WAM Corporate Presentation Mar 25 2024.pdfWAM Corporate Presentation Mar 25 2024.pdf
WAM Corporate Presentation Mar 25 2024.pdf
 
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
 
Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)
 
MoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor PresentationMoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor Presentation
 
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
 
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfPDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
 
MC Heights construction company in Jhang
MC Heights construction company in JhangMC Heights construction company in Jhang
MC Heights construction company in Jhang
 
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024
 
Mihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZMihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZ
 
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
 
Plano de marketing- inglês em formato ppt
Plano de marketing- inglês  em formato pptPlano de marketing- inglês  em formato ppt
Plano de marketing- inglês em formato ppt
 
Data skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsData skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story points
 
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
 
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfAMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
 

PivotalCRM Case Study - M\I Homes

  • 1. M/I Homes C a s e Survival through sales force automation: How CDC Pivotal CRM helped M/I Homes enhance its position during a deep industry downturn. s t u d y Key Results: Overview relied on 20-year-old DOS technology. At After 35 years in business, M/I Homes prides the same time, M/I knew that 98% of its • In three years, web leads have itself on delivering exceptional customer service, customers access the company website at increased from 4% of total sales to but had struggled to manage data spread some point during the construction process. 25% between seven different computer systems. The company was missing a huge opportunity • M/I is the only top 20 U.S. builder to The company wanted a 360-degree view of to understand visitor demographics and increase its closings in 2009 its customers and turned to CDC Pivotal CRM motivations, generate and nurture leads, and for a fully integrated solution with out-of-the- streamline communication. M/I Homes wanted • Prior to the second quarter of 2010, box functionality. Just three years later, web- to gain a 360-degree view of its customers and M/I had six consecutive year-over- generated leads have grown from 4% to 25% implemented CDC Pivotal CRM to achieve this year quarters of positive growth of total sales. The team is focused on nurturing critical goal. Despite the challenging market, these online leads, gathering detailed customer M/I Homes has strengthened its position • Budgets can now be completed in and credits Pivotal CRM with helping the 15-30 minutes, versus 1-4 hours demographics, streamlining data collection and distribution, and creating targeted marketing organization to survive, and even thrive, in • Enhanced customer service, campaigns. The past several years have a tough business environment. marketing and communication marked the toughest housing downturn in U.S. history, but M/I Homes has leveraged Pivotal the Pivotal solution • Complete customer and website CRM to strengthen its market position and earn email marketing visitor demographics and more loyal customers. segmentation As soon as customers connect with M/I—either through the website, by referral, or after visiting • Single point of entry, automated about M/I Homes a model home—the team initiates contact information flow, system integration Founded in 1976 by Irving and Melvin through email marketing campaigns. In the Schottenstein, M/I Homes is dedicated to past, M/I simply sent out mass email blasts. building homes of uncompromising quality, Now, they use Pivotal CRM to target customers ‘’We needed to have a system that was innovative design and enduring value in the based on preferences, demographics and really flexible, that could grow with us, most desirable locations possible. In over three communities of interest. and this was quite honestly one of the decades, M/I has built homes for more than critical factors in choosing Pivotal. ‘’ 78,000 customers in 12 U.S. markets. The Integration with envision online design center Ron Frissora company recently acquired TriStone Homes, The Envision system enables customers to CIO, M/I Homes a small builder in San Antonio, Texas. M/I browse and choose home options, such as Homes is listed on the NYSE and trades under carpets, cabinets, exterior colors and trim, and the symbol MHO. is fully integrated with the Pivotal solution. When customers select upgrades online before visiting the M/I Homes story the design center, it saves time, resources, and M/I Homes is one of the largest homebuilders in helps the company provide better service. the U.S.—ranked 15th in the nation by Builder “Pivotal was the final piece of the puzzle for Magazine in 2010. The company operates in us to fully integrate all of our systems. From 12 markets and serves a customer base of JD Edwards ERP to BuildPro construction primarily first-and second-time home buyers. scheduling to Envision’s design center for our Since 2006, however, the market has not been customers—all of this data links into Pivotal kind to the housing industry. According to Ron from inside out.” Frissora, CIO of M/I Homes, the U.S. Home Building industry is in the midst of the worst Web tracking and lead generation downturn in history, with 60% of all builders M/I recently pulled its traditional marketing and 80% of all land developers currently in efforts to focus fully on web leads. The bankruptcy. company uses Pivotal to measure and segment “Pivotal helped us achieved probably one of our unique site visitors and has designated Internet most important goals— having a 360 degree Sales Associates (ISAs) who nurture leads, track view of the customer.” says Fissora. appointments and drive customers to the model homes. The ISAs also use Pivotal to send In 2008, M/I Homes senior management electronic meeting reminders—a critical task, realized that the company was not effectively given that 25-30% of in-person appointments leveraging online technology to nurture sales ultimately become sales. leads. Corporate data was spread across seven different systems and customer care Pivotal CRM | Case Study
  • 2. Pivotal Customer Care automated, single-point-of-entry data At M/I, 15% of buyers are repeat customers. integration The CDC Marketing Automation system With Pivotal integration, data never has to be integrated with Pivotal helps M/I provide re-keyed. Homebuilding, costing, options and C a s e outstanding service and track B-back leads, customer information enters the system once which are customers who previously made and is available to each applicable division. contact—either directly or through a referral For example, field contractors use tablet PCs partner—and then returned to M/I. Customer loaded with construction scheduling software to care also means responding to online inquiries communicate with subcontractors and execute s t u d y as quickly as possible. change orders. As a result, current field data is available to sales and service staff, who ‘’Pivotal has given our field reps immediate can provide customers with up-to-the-minute access to the information they need. They construction timelines. can respond to customer requests in minutes instead of hours or days and communicate with streamlined budgeting subcontractors from anywhere.’’ Accurate budgeting is paramount to success in “ the home building industry. M/I needs to know Pivotal has been instrumental in helping us to survive— exactly how much each house will cost to build. and even thrive—in the worst downturn in the history of Before the Pivotal implementation, contracts were written and signed in the field, then the housing industry. ” Ron Frissora CIO, M/I Homes brought to a central office where staff keyed data into the ERP system. Now, all information is fed automatically through the system, enabling costing staff to complete a budget in analytics and lead investigation 15 to 30 minutes, rather than 1-4 hours. By tracking appointments, M/I learned that 20% of its leads book an appointment, and 3% of those people attend the meeting. The team’s new goal is to get 30% of its approximately 3,400 annual leads into a model home for a meeting, which would translate into 400 additional yearly sales. With Pivotal, the company can dig down and examine where leads originate and track them through to a sale. “ Pivotal is a tremendous solution that we’ve built into all facets of our organization. It has really helped us to streamline our business. ” Ron Frissora CIO, M/I Homes Customer demographics In the past, M/I relied on salespeople to enter customer information into the system, but few would actually complete the process. Now, the team uses CDC Marketing Automation to automatically send customer survey emails after a sales visit. M/I is developing deeper customer insights and can incorporate this data into marketing campaigns. Learn More about Pivotal CRM To learn more about how Pivotal CRM can meet your organization’s unique needs, call us today at +1 877-PIVOTAL (+1 877-748-6825) or visit us at www.pivotal.com. Copyright © CDC Software 2011. All rights reserved. The CDC Software logo is a registered trademark of CDC Corporation.