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Sell and manage your property units with a Cloud based CRM

Advantages: Automate Property Sales & Leasing Manage Sales & Lease Terminations Real Estate Statutory Norms Compliance Integrate with Legacy Financial Systems Maintain Facilities Through Robust CAFM Smart Portals for Occupant & Service Providers Owner’s Association Governance Automation Intelligent Alerts, Notifications and Proactivity Tools

Real Estate Sales and Leasing Management Solution

Computer Aided Facility Management Solution

Far East & Oceania




Saudi Arabia


Certis Cisco Center 2, 20 Jalan Afifi, # 06-07

Office 3003, Cluster C, Fortune Tower, Jumeirah Lake Towers, Dubai - UAE Tel: +971 4 421 6220 Fax: +971 4 421 6507 Kuwait




Singapore - 409179

Tel: +65 6844 2326 Tel: +65 6744 9126



Bahrain South Africa

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Owners’ Association Management Solution


6-3-249/6, 1st Floor, Alcazar Plaza, Road No. 1, Opp. City Center, Banjara Hills, Hyderabad – 500034 Tel: +91 40 67535303

India Australia

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CEO Speaks

A MESSAGE FROM THE CEO Dear Customers and Partners, International HQ Office 3003, Cluster C, Fortune Tower, Jumeirah Lake Towers, Dubai - UAE Tel: +971 4 421 6220 Fax: +971 4 421 6507 Corporate HQ 6-3-249/6, 1st Floor, Alcazar Plaza, Road No. 1, Opp. City Center, Banjara Hills, Hyderabad – 500034 Tel: +91 40 67535303

Welcome back to another edition of Centra Hub newsletter. It has been a wonderful two years for Centra Hub. We have not only grown 51% in 2017 but have also expanded our global partner network significantly. Our partner program - Centra Alliance and Partner Program (CAPP) - has been well received and has resulted in sign up of several new partners across the GCC region. To enable and empower our partner ecosystem in their digital transformation efforts, we held a series of knowledge-sharing events such as the Centra Certified Sales Associate (CCSA) training programs across the GCC, mobilizing and enabling new partners to implement products and solutions for their markets and clientele. Centra Hub recently won the Editor’s Choice ‘CRM Vendor of the Year’ award at the Reseller Middle East Partner Excellence Awards 2018 for our innovative, next-generation CRM solutions portfolio and our approach in transcending beyond the traditional domain of the CRM space and customer excellence. In this issue, we also highlight how Al Handal International Group deployed Centra CRM to streamline their construction and property management business in Iraq, an article by our expert on how our Centra REMS solution can help organizations create a digitally transformed ecosystem, feature updates on Centra CRM and HCM and our participation in events such as BITEX 2018 and Margin Builders 2018. We hope you enjoy reading this edition and look forward to your valuable feedback always.


Nisith Naik CEO, Centra Technologies


4 -5

Success Story

Al Handal International Group Streamlines Property Sales and Customer Experience Using Centra CRM


Partner Activities

Centra Expands Its Global Partner Network Centra Participates at BITEX 2018 and Margin Builder 2018


Partner Training Program

Centra Hub Conducts Sales Training Program in UAE & Bahrain


Reseller Award

Centra Hub Wins ‘CRM Vendor of the year’ at the Reseller Middle East Partner Excellence Awards 2018

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Knowledge Zone

Real Estate Sales, Leasing & Maintenance – The Digitally Transformed Ecosystem Van Sales – Digitizing the Delivery EcoSystem


New Features

Centra CRM New Features Centra HCM Feature Highlights

June 2018 — Issue 6


Success Story

AL HANDAL INTERNATIONAL GROUP STREAMLINES PROPERTY SALES AND CUSTOMER EXPERIENCE USING CENTRA CRM With the implementation of Centra CRM, Al Handal International Group is now confident of property sales throughout their real estate assets via enhanced customer experiences across their projects.


stablished in the mid-forties of the last century in Baghdad, Iraq, Al Handal International Group (HIG) was founded by Haji Noori Ayyed Al Handal, who can be credited with its continued success. Over the last seven decades, HIG has grown and expanded into a diversified group with businesses in banking, travel and tourism, construction, oil trade, real estate, security services, retail, fashion, and perfumes. Other than banking and finance, the rest of HIG’s businesses are managed from its headquarters in Dubai. Some of the group companies include Eber Almodum for construction projects, Ishtar for security and protection services, Abr Almasafat for travel and airline ticketing, Ashur International Bank for investments, Al Rased for trading in foreign exchange, Trust Islamic Bank for Banking, and Bayariq Al Fursan for retail franchise operations. Both Ashur International Bank, and Trust Bank operate only in Iraq with around ten branches. Al Handal International Group, recently entered the agriculture sector and also operates in other countries including UAE, Turkey, Jordan, Lebanon and Cyprus


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“HIG’s mission is to play a leading role in the reconstruction, rehabilitation, modernization and development programs in the Middle East. We are committed to the highest quality standards and distinguished customer service and believe our strength is the quality and experience of our people. Technology has been a key enabler in our growth and by deploying the latest technologies,

“TECHNOLOGY HAS BEEN A KEY ENABLER IN OUR GROWTH AND BY DEPLOYING THE LATEST TECHNOLOGIES, OUR ENDEAVOR IS TO ENHANCE CUSTOMER SERVICE AND EXPERIENCE EVEN FURTHER.” MOHAMMED AL HANDAL, CEO our endeavor is to enhance customer service and experience even further,” explained Mr. Mohammed Al Handal, CEO of Al Handal International Group. At present, HIG is developing three large real estate projects in Iraq, with one of them involving as many as 1,800 flats and villa units. The company has around 350 employees, primarily to manage our development projects. The complex materials and subcontractor activity for construction projects led the company to implement an ERP application. However, to keep track of customer activity and inquiries on the real estate

Success Story

projects, namely the front end of the business, HIG was looking for an innovative CRM solution and Centra CRM was their preferred choice. “As a developer of large construction projects, it is important for us to keep proper records for each customer. After Centra made a presentation to us, we felt their CRM solution would be a perfect match as it is simple, easy to use and cost effective. We also chose Centra CRM because it could be easily integrated with our accounting and ERP system,” said Mr. Hardan Al Handal, Vice Chairman of Al Handal Group. Centra CRM is used to manage and automate the front-end operations with prospective and purchasing customers. The solution is used to enter the customer information, the property that they are investing in, and generating the contract terms using automated templates. This information, primarily the financial details, integrates with the group ERP system, so that there is no duplication of entries. “Centra CRM is primarily used for the real estate business of HIG and is especially useful to track cancellations and movement of properties. If at any time, a buyer drops out, the availability of the property can be moved to another buyer. By having a detailed history of all buyers, we can manage the movement to alternative and prospective buyers, without suffering a default. Centra CRM is also useful to track visibility of projects,” Mr Hardan added. The process of buying or leasing of property in Iraq is very different from rest of the world. Buyers usually do not avail of bank loans and prefer to pay on their own over a period of time. HIG, therefore plays the role of both self-financer for its own real estate projects, taking on the risk of construction, while also playing the role of a bank by keeping close relationships with the buyer, across the leasing period of seven years. “As a developer in Iraq, we provide the money, as no bank gives such a facility to a customer. So, we give

a seven years payment schedule, and it means for seven years we need to manage the customer records. The prolonged dealing with the buyer makes it necessary to use a CRM to ensure we know all the details of the buyer, as well as the current state of the sale process. This has also meant customization of the CRM to make it easier for end-users, as well as to enable suitable integration with the ERP used by our company,” said Mr. Faris Balbeisy, General Manager of Eberalmodun group. Prior to the implementation of Centra CRM, HIG used spreadsheets to manage information about buyers and projects. But it had its limitations, said Mr. Faris. “Maintaining spreadsheets is fine when it is small scale but


from the system and that is why we looked for the CRM program, which gives us the details,” he added. Now post the implementation of Centra CRM and its integration with the Al Handal Group’s ERP, project reports can be easily generated and presented. “It has also reduced a lot of paper work,” Mr. Faris pointed out. “Centra CRM has already given us a return on our investment in terms of reduction of time and manpower required to generate the project and buyer status reports. Since the same information is available from Centra CRM at all time, it can be made available to prospective buyers to help them take timely decisions on availability of property leasing options, leading to higher levels of customer satisfaction, and better return on investment,” he added. In future, HIG expects the projects to look like development of mini cities, rather than mini communities. So successful has been the implementation of Centra CRM that HIG is keen to not only increase the number of property development projects, but to also increase the number of units per project. In the future, the company also plans to use Centra CRM to track maintenance history along with project development.

when the operations grow, it has to be centralized and automated and that makes life a lot easier.” However, for HIG, the biggest benefit remains the ability to generate reports. Prior to the implementation of Centra CRM, the lack of reports and the absence of a project status dashboard, were the pain points. “The main concern that we had was the reports. We needed to get quick information

June 2018 — Issue 6


Partner Activities



entra Hub’s partner-centric approach for enabling digital transformation in customer organizations has seen a flurry of activity. The Centra Alliance and Partner Program (CAPP) has been well received and has resulted in sign up of new partners within the GCC region of operations. Centra has conducted several partner-specific activities to bolster such engagements. These activities have raised the level of readiness of partners in selling Centra’s solutions to their clientele, enabling them to also add value to the clients’ digital transformation journeys. The overall benefit being that end objectives are successfully met while boosting profitability for all entities. With enterprises in GCC increasingly understanding the importance of digital transformation, Centra’s philosophy has been to innovate, enhance, and simplify people and process management, through scalable solutions for end-customers and empower the rapidly growing ecosystem of channel partners has been well received. Within the Kingdom of Bahrain, Centra signed partnership agreements with Al Nadeem, Fakhroo IT Servers WLL, and Business & Computer Land Co WLL.


June 2018 — Issue 6

Al Nadeem Information Technology is a digital systems integrator, and an end to end digital services development agency in Bahrain. Al Nadeem Information Technology, is part of the TIG Group, and will promote Centra Hub’s solutions to organizations looking to accelerate their digital transformation journey in Bahrain. Fakhroo IT Services provides complete IT Solutions, Services, Network Infrastructure, Technology and Human Resources solutions to its clients within Bahrain. Fakhroo has been digitally transforming its clients primarily through infrastructure oriented solutions, and is further expanding its offerings through Centra’s range of business process automation software products. Business & Computer Land will leverage Centra’s Portfolio of Business Process Automation Solutions, including CRM, Human Capital Management and industry-specific process automation solutions in areas of Real Estate, Automobile, Education Finance and Trading, to enable digital transformation journeys. In Kuwait, Centra Technologies has announced partnership with Kuwait based Distinct Infotech Solutions. Distinct Infotech Solutions was established in 2005 in order to provide software solutions for a niche area known as Money

Exchanges. Distinct Infotech Solutions are now market leaders in developing core solutions for money exchanges, as well as business process outsourcing services for banks, financial institutions and exchange companies. Within UAE, Centra expanded its partners portfolio to include Dubai based, TechMantra Gulf. TechMantra has been established to deliver strategic IT solutions and services that achieve high levels of security, productivity, efficiency and reliability. Centra Technology believes this partnership will benefit both companies that have the purpose of deploying complex IT solutions with ease of use and smooth performance. Outside of the GCC, Centra announced addition of Easynet, based in Mauritius, who will expand Centra’s presence in East African regions. Easynet is focussed on simplifying and streamlining business operations with Tally. With Centra’s expertise in CRM and HCM solutions, Easynet intends to augment its Tally operations with a business process approach, for customers within Mauritius, Madagascar and Seychelles region. Centra is looking forward to working with partner to digitally transform business processes within organizations worldwide.

Partner Activities



entra Hub believes in growing business by establishing and maintaining strong partnership with software solution providers from different regions. The key to a successful partnership is to build a customer base and maintaining competitive advantage. When it comes to supporting partners or announcing partnerships, Centra encourages and participates through different marketing campaigns and expos, along with partners. It presents insights on how different industries are evolving with business process automation and what Centra vertical specific product portfolios can offer organizations in their digital transformation journey. As a part its partner marketing program, Centra has joined hands with partner, Al Nadeem Information Technology, a digital systems integrator, and an end to end digital services development company in Bahrain. Al Nadeem Information Technology, is part of the TIG Group, and will promote Centra Hub’s best-in-class solutions to organizations looking to accelerate their digital transformation journey in Bahrain. Centra Hub collaborated with Al Nadeem Information Technology to participate in BITEX Bahrain 2018, where it showcased Centra’s business solutions in different verticals like Real Estate, Automobile, Project Management, Human Capital management and others. BITEX is an exhibition that builds relationships and influences collaboration between different government and private sectors. The platform provides the potential of showcasing different products and services, and taking it to the next level of presenting it to business and ICT professionals. With the help of Al Nadeem, Centra was able to expand its reach to industry executives who visited BITEX. Al Nadeem believes that Centra’s cloud enablement, integration flexibility with other applications, and competitive pricing, will help make inroads into the country. CEO of Al Nadeem and Chairman of BITECH, Ubaydli Ubaydli, an-

nounced the partnership at the event. He mentioned that this partnership will help to reach out to large number of small, medium and large businesses across Bahrain. In today’s competitive market sustaining profitability has become a challenge for partners. The right product, vendor selection and positioning are key to maintaining profitability and competitive edge as a channel partner. Centra always prioritises innovation, best practices, and vertical-specific digital transformation solutions and joined the forum to focus on areas partners can adopt to ensure profitability. The current challenge in the industry particularly for IT channel partner ecosystem revolves around system integrators, partners, distributors maintaining a competitive edge, while at the same time boosting offerings and providing an integration friendly ecosystem with a simple and easy to use software solution for their end clients’ ecosystems. Margin Builder was oriented towards addressing key challenges for channel partners in the region, helping to focus on evolving trends in the market, demands and behavioural patterns of customers, and also identifying vendor solutions that fit specific requirements. Centra showcased a portfolio of products and solutions in digital transformation and business process automation to enhance governance and ensure compliance, using its easy to implement solution landscapes. The advantage offered to partners would be the Centra product portfolio and vertical specific libraries, which are already created for a variety of industries, reducing the requirement for partners through a library of best practices. In addition, solutions are vertically oriented, faster to implement, reducing delivery time, boosting profitability and reducing risks involved in solution delivery. The results would enhance profitability and margins of partners and also provide end to end, integration friendly solutions for clients.

June 2018 — Issue 6


Partner Training Program



entra Hub’s approach to digital transformation requires a platform of knowledge-sharing between Centra and its partner ecosystem. For this reason, Centra conducted Centra Certified Sales Associate (CCSA) training programs across the GCC, mobilizing and enabling new partners to implement products and solutions for their markets and clientele. Centra Certified Sales Associate training programs are designed to train the sales team to enable them to convey strengths and capabilities of Centra’s product and solutions to their customers independently. CCSA refresher programs, help existing partners keep up with enhancement, growth and development of Centra’s products in this fast-changing technology world.

Centra sales training program in UAE The growing market of UAE, and the expanding partner-base within the country required Centra Hub to host a CCSA program in Dubai. The event saw successful participation from the partner network. Rohan Tejura, AVP of Centra Hub, conducted the training session and helped partners understand products and best practices related to marketing and sales of the portfolio. Centra’s partners participated in the seminar, where the agenda included product overviews, customer success stories, product positioning, ROI analysis and market trend analysis. Partner companies including TechMantra, K-Soft, AppleStar, Ways Infotech, Pinnacle, Protocol, and Varselor participated in the event. Their executives were conferred CCSA Certificate under the CCSA program.



June 2018 — Issue 6

Centra sales training program in Bahrain With a boost in technology related activities and consistent market activity, Centra has observed a growth in its partner-base in the country. This is driving the need for Centra Certified Sales Associate training events in Bahrain. For both Dubai and Bahrain, CCSA training programs, have followed the same formats and guidelines, while being focused on enabling partner sales teams. Partners such as Al Nadeem, Fakhroo IT and Computer Land attended the training event with individual sales representatives being conferred the CCSA Certificate under the program. Zameer Qureshi, AVP Centra Hub headed the event and helped partners understand the line of products, providing regional expertise in addition to product knowledge-share. With product deep dive, market analysis, customer success stories, attending partners found the program helpful in terms of enabling them with information required to go-to market on their own.

Reseller Award

CENTRA HUB WINS ‘CRM VENDOR OF THE YEAR’ AT THE RESELLER MIDDLE EAST PARTNER EXCELLENCE AWARDS 2018 Centra Hub was recognized for its innovative feature-rich solutions portfolio, channel initiatives and customer excellence.


entra Hub, a specialist fast-growing vendor for CRM, HCM and retail solutions company, won the Editor’s Choice ‘CRM Vendor of the Year’ award at the Reseller Middle East Partner Excellence Awards 2018 held at the Jumeirah Emirates Towers in Dubai. Centra Hub was recognized for its innovative, feature-rich, next-generation CRM solutions portfolio, channel initiatives, approach in transcending beyond the traditional domain of the CRM space and customer excellence. Now in its ninth year, the Reseller Middle East’s Partner Excellence Awards recognizes the successes of the regional channel business, saluting the excellence and resilience of individual executives and firms. The winners are chosen by an esteemed panel of judges evaluating hundreds of nominations received from across the region. Centra Hub was chosen by the editorial team of the Reseller Middle East magazine for this accolade. “Centra Hub has been at the forefront in bringing in innovative CRM and HCM solutions that help organizations reduce costs of operations, improve customer experience and provide scalability options for future expansions. Centra CRM was particularly chosen out of the several contenders for the coveted CRM Vendor of the Year Award, not just for its exceptional innova-

tion and product expansion, but for the approach in transcending beyond the traditional domain of the CRM space. Since Centra Hub’s inception in 2016, we have been able to execute significant product enhancements to our solutions portfolio and Centra has now become the preferred choice for CRM and HCM solutions in the region. Receiving the CRM vendor of the year award from Reseller Middle East magazine is a proof of the popularity of our solutions,” said Nisith Naik, CEO of Centra Hub. “This award is very special to us as it is recognition of our efforts in providing continuous innovation in the sales automation and customer experience space and a testimony of our team’s commitment to providing the highest-level expertise, excellence, customer service and support to our customers and partners. We would like to dedicate this award to our hard-working team, our channel partners and our customers, who have supported us in every

step of our successful journey so far,” Mr. Naik added. Centra Hub, a subsidiary of Focus Softnet, started out its journey as a separate entity in 2016 but has strong product legacy that goes back to 2003 in both CRM and HCM. Centra’s CRM and HCM platforms have been further enhanced to bring the latest technologies into the current era through cloud, SaaS and integration-friendly solutions. The Centra CRM solution is a feature-rich complete sales automation solution and offers real time analysis of sales activities, leads and opportunity tracking. It helps monitor prospective customers, manage business performance, quickly create reports, predict revenue more accurately and proactively manage service issues. The product offers outstanding flexibility in customization and therefore can easily be integrated with any backend ERP systems deployed by customers. The integrated solution also provides a complete 360-degree view of accounts, contacts, leads and opportunities, proving sales funnel visibility across the various businesses. Centra CRM has helped customers boost their sales process and revenue generation. Centra has expanded the CRM product to build industry or vertical-specific business process automation platforms which are tailored to the operations governance and digital transformation of processes within the operations domain of businesses.

June 2018 — Issue 6


Knowledge Zone


Selling or Leasing Real Estate Assets In today’s competitive environment, where customers are spoilt for choice, it is absolutely imperative that every single opportunity in the real estate market be adequately, efficiently and wholly managed to ensure revenue realization. Each lead or opportunity in a real estate sale or lease pipeline is worth a potential few hundred thousands if not millions. Therefore, a missed opportunity or inadequately followed lead directly translates into significant revenue loss. Especially considering that the competition, whether developers, or armies of brokers and estate agents, will each put their best foot forward to attract the potential clients into their real estate portfolio. There is little or no doubt then, that now more than ever, it is crucial that all real estate businesses invest in the right technology solution which automates leads and opportunities governance to a level where no record, lead or opportunity falls off the radar, is not followed in timely fashion, or lost due to inadequate engagement. Customers in today’s ecosystem are increasingly aware and demand the very best from their real estate vendors, not just in terms of the actual asset they eventually purchase or lease, but even the engagement journey that they experience through the process of finding themselves suitably


June 2018 — Issue 6

placed in their new home, office, retail or commercial space. Centra REMS (Sales and Leasing) provides powerful tools of leads and opportunities governance and management through utilizing the very best and latest technologies of workflow, process automation and governance, and communication automation protocols to ensure that the prospects are con-

tinually engaged with the real estate providers. As such, real estate vendors can virtually eliminate the loss of a potential opportunity due to simply lack of follow up or lack of communication. The Centra REMS suite further empowers the sales personnel with adequate information, collaterals, templates, brochures, mailers, and the entire arsenal of sales tools, which are accessible at the click of a button making it seamlessly easy for them to focus on their core activities – Sales. Users in sales are also evolving, and demanding increasingly simple and easy-to-use, yet, comprehensive solutions to aid their processes of real estate sales and leasing. This maximizes efficiencies and produces the highest possible output from sales resources within the real estate realm. Clearly, the right implementation of the sales and leasing solutions results in a win-win situation for all parties within the transaction, including the end-customer, who was given the absolute opportunity to make an informed decision. Having made the decision though, the next steps of the journey are equally important, if not more so, wherein the experience of the process from confirmation to possession itself being a “wow” experience that customers are demanding. Again, processes and strict adherence to these processes is key to customer satisfaction. The REMS suite further facilitates, governs, digitizes and monitors the processes of reservation, booking, agreement, registration, contracting, payment invoicing and receipts, through to possession and delivery, and in the case of lease agreements, also goes the extra mile of managing lease contract renewals, termination and penalty tracking and management. Overall, the entire journey of operations management of the real estate business of sales and leasing, whether from the perspective of developers or brokers, is now armed with state-of-the-art process governance systems which ensure the best possible outcome of any given sales-based situation.

Knowledge Zone

Maintaining Real Estate Assets Having set the tone through the sale or leasing process, and providing exceptional engagement experiences, the customers of real estate assets, particularly within the region, are now driving demand for well-maintained communities as well. It isn’t enough in today’s age to simply delivery possession of real estate assets to buyers and have them figure out their own maintenance methodologies. Customers today are willing to pay that premium for quality and they demand quality assets within the communities that they move into. Most importantly, these quality assets require constant maintenance and upkeep to retain the values of these properties and maintain the customer experience to “wow” levels. Today’s modern

age state-of-the-art Computer-aided facility management (CAFM) systems cater to this very exacting need. The Centra CAFM system manages community maintenance from two perspectives, planned preventive maintenance or PPM, and breakdown or reactive/corrective maintenance. PPM ensures that adequate and timely measures are taken to ensure that real estate assets such as elevators, security systems, fire systems, water management systems, landscaping, and many more, are maintained at the highest, or recommended standards, preventing or minimizing breakdowns and ensuring high availability. Specifically, it is now the system’s job to track each and every asset within the real estate environments and monitor their standards of maintenance. Should any asset require maintenance, it


is the CAFM system that throws up alerts and automatically assigns maintenance tasks so predetermined technicians, teams or agencies that swing into action performing their maintenance activities. In the event, however, of any failure of an asset, there are still workflows of corrective action that need to be taken to restore assets to their working condition for the benefit and enjoyment of the community. These “complaints” or service requests can come through from multiple sources, be it customers or facilities managers, and the same automated workflows of SLAs, assignment, task routing, and resolution kick into action ensuring that the work is adequately performed. These two seemingly simple processes, inherently have a high level of execution complexity which only gets compounding when the number of communities and assets increases. In today’s era, real estate consumers are further demanding more and more cutting-edge features within their communities. As a result, CAFM systems form an imperative corner stone in maintaining communities. IoT – The Next Generation

Building Management Systems (BMS) have been around for a while now with sensors triggering control panels of failures across asset landscapes within real estate communities. This further enhances the response time of restoration of failed assets given that the assets themselves “inform” the maintenance department that they need fixing rather than waiting for a complaint to be floated. The new generation of CAFM systems have the ability to further seamlessly integrate into the BMS domains through web services, APIs and communication protocols which enable the two systems to “talk” to each other, one triggering the “complaint or breakdown” and the other governing, executing and managing the response and resolution of those complaints. With such ecosystems prevalent, they themselves becoming selling points of the real estate assets attracting customers to these communities. While there are many systems addressing isolated silos of these ecosystems, solutions like the Centra REMS Suite, which provide a unified solution to these aspects make for a truly unique customer experience in the world of real estate sales, leasing and community management.

June 2018 — Issue 6


Knowledge Zone


rectly to the back-office for items which might be ordered by the outlets which aren’t stocked on the van or vehicle in question.


ndustries such as FMCG distribution or any other business where goods and consignments need to be provided to sales outlets on a routine or cyclic basis, require robust, scalable, and easy-to-use distribution systems typically dubbed as “Van Sales” solutions. The requirements typically range from identifying a fleet of vehicles, associating them with drivers and sales personnel, identifying areas or zones within a geography or city, defining routes, weekly supply schedules, and designing a “merchandizing” questionnaire that allows the sales person to capture field market intel to report back to the distributors and the parent supplier brands. While on the move, during these supply runs, the sales personnel routinely deliver stocks and provide invoices to the sales outlets on their route on the spot. At times, they might even need to place orders di-


June 2018 — Issue 6

The Solution This is essentially what the Centra Van Sales Module delivers do within the Retail and Trade Industry. The Van Sales module allows for the creation of these masters. Moreover, the sales person’s mobile device can be loaded with an android app that tracks the current location of the salesperson and van, keeping the distribution center up-to-date with the progress of the route defined and the route executed. Furthermore, once the salesperson lists the items to be sold, invoiced and delivered to the outlet, the inventory modules, invoice, accounting and receivable transactions are instantly and seamlessly posted into the core environment of the organization, giving them real-time status updates on the deliveries, inventory positions, as well as financial transactions status. While on the move, the merchandizing activities can be conducted through checklists on the app, and the salesperson can also take pictures and attach them within the transaction records from the field itself. This end-to-end ecosystem includes connectivity with portable printers wherein the invoices, delivery notes and related doc-

uments can be printed on the spot in the field and handed over to the clients immediately. Signatures if needed, can be obtained and those documents can be attached to the transactions thereby completing the documentation requirements of the field activities. Benefits The real-time transparency of information provided by the field Van Sales modules provides a multitude of benefits to the operational efficiencies of such distribution businesses. Based on current updates, all stakeholders within the organization are immediately aware of the stock positions, sales, invoicing and collections status of their outlet clients. Moreover, merchandizing information can be immediately reviewed, and timely action can be planned and executed from the core offices based on immediate field information. Most importantly, the efficiencies of the Sales personnel and vans on their routes can be enhanced dramatically. Since the information is real-time updated onto the core systems of the organization, salespersons no longer need to come back to the depots and then “sync up” information. Particularly when there is a fleet of vans and salespersons waiting to upload their data, queues can form and vehicles and sales personnel spend idle time at depots awaiting their turn. Since the information is real-time synced with the depots, they also now know what the current stock positions are within these vans, creating the opportunity for them to keep resupply stocks ready for each of the vans before they arrive at the depots making restocking processes more efficient and reducing time required at depots altogether. This capability becomes extremely handy especially if the outlets had ordered stocks which otherwise aren’t part of the usual stock supply on these vehicles in the first place. Overall, the benefits of the Van Sales modules bring about tremendous efficiencies – The digital transformation journey once again provides value additions to the distribution and supply industries!

New Features

CENTRA CRM NEW FEATURES Global Document Repository: This feature provides an online, shared, document library across the users of the CRM who can, based on their user rights, access, select, attach, view, download, mail and share documents to their target audiences. This allows multiple users to share the same set of data files ensuring consistency, while at the same time eliminating data swelling due to redundant documents stored for each user. OneDrive Integration: With corporations embracing the O365 ecosystem, particularly with OneDrive being the organization’s cloud repository of documents and files, this integration comes particularly handy in allowing documents access across the CRM users.

Two-Factor Authentication: Targeted at high-risk environments that demand extra layers of security, the Centra CRM suite is available with Two-Factor Authentication which allows organizations a higher level of data protection. Module 360˚: Data visibility of a holistic nature is of critical importance to organizations. This feature ensures that organizations have access to complete information across all data modules, whether masters or transactions, across their relationships with other related modules.

CENTRA HCM FEATURE HIGHLIGHTS Payroll Lock & Overview: This feature enables you to lock the payroll for a particular month so no further changes and calculations in attendance can be incurred. Once locked, the payroll shows up in a customizable dashboard that displays graphs based on filtering on tags. These graphs give details about employee headcount, salaries, earnings, deduction and net amounts payable. Timesheet & Summary: Timesheet is a graphical representation of an employee’s punchin details. These graphs can generate an employee’s timein and time-out reports on a weekly and monthly basis. Missing punches can be detected and displayed in these reports. Leave register and summary re-

ports can be extracted as well. A timesheet summary gives a detailed report on an employee’s daily attendance. The report includes details about an employee’s punch-in time, late punch-in, leaves, field trips, half days and holidays. Appraisal Matrix: This feature automatically updates the appraisal hike value after the appraisal flow. The value can be defined on tags like designation, nationality, department and experience. The hike value post appraisal can be seen in a percentage format and the CTC also gets updated accordingly. Appraisal Final Sheet with Graphs: Appraisal Final Sheet gives a graphical view of the employee and manager’s goals

to evaluate the appraisal in the future.

al can be configured based on the flow.

Flexi Basket Screen: This feature will allow employees to opt the amount periodically based on their CTC. Once they submit the bills, the same will be deducted from the opted amount and the remaining will be taxable amount.

Workflow: On selection of a predefined action, set the workflow tool to automatically “evaluate on field” with periodic data and the synchronic pattern to be selected. Once this work flow is defined, the alerts will be notified according to the sync pattern selected.

Employee Information in Organization Chart: An employee’s complete detailed information like salary, attendance, leave, gratuity, air ticket information etc. can be viewed in an organization chart. Role Based Authorization flow based on Levels: This flow is fixed based on an employee’s role/designation. The level of approv-

Synchronic Pattern: Synchronic Pattern enables the automatic syncing of notifications based on predefined periodic options. Sync Swipe Data: This setting enables an employee’s details to be saved into the server by a simple card swipe. The details will be loaded into the system on synchronizing swipe data for selected dates.

Last Month Salary Adjustment: If the payroll is calculated before the last date of the current month, provisions are available to use “last month salary adjustment”. Typically, this option is used if the employee joins after a month’s salary computation. Screen-wise Document Status Update: This feature enables a document decision status for every screen. Round wise Decision Rights Control and Caption Change: This feature allows you to select the decision rights from multiple decision options provided by the system. It has a provision to change the default decision caption as well.

June 2018 — Issue 6


‫قسم المعرفة‬

‫قطاع بيع وتأجري العقارات‪ ،‬سواءاً من‬ ‫وجهة نظر املطور أو الوسطاء‪ ،‬أصبحت‬ ‫اليوم مدعمة بأنظمة إدارة عمليات حديثة‬ ‫تضمن أفضل النتائج يف أي عملية بيع‪.‬‬

‫صيانة األصول العقارية‬

‫بعد ضبط األسس يف عمليات البيع‬ ‫والتأجري‪ ،‬وتوفري تجارب تواصل استثنائة‪،‬‬ ‫فإن عمالء األصول العقارية‪ ،‬خصوصاً‬ ‫يف املنطقة‪ ،‬يقودون الطلب اآلن نحو‬ ‫مجتمعات الصيانة فيها عىل أعىل درجة‪.‬‬ ‫ليس كافياً اليوم أن يتم تسليم األصول‬ ‫العقارية للمشرتين وتركهم يجدون مناهج‬ ‫الصيانة الخاصة بهم‪.‬‬ ‫اليوم العمالء عىل استعداد للدفع من‬ ‫أجل الحصول عىل الجودة‪ ،‬ويطلبون‬ ‫ً‬ ‫أصوال عالية الجودة يف املجتمعات التي‬ ‫ينتقلون إليها‪ .‬واألهم هو أن هذه األصول‬ ‫العالية الجودة تتطلب صيانة بشكل‬

‫مستمر للحفاظ عىل قيم هذه العقارات‬ ‫والحفاظ عىل نفس املستوى من التجربة‬ ‫الرائعة‪ .‬إن أنظمة إدارة املرافق بمساعدة‬ ‫الحاسب اآليل (‪ )CAFM‬الحديثة يف هذا‬ ‫العصر تلبي هذه الحاجة األساسية للغاية‪.‬‬ ‫يدير نظام ‪ Centra CAFM‬صيانة املجتمع‬ ‫من منظورين‪ ،‬صيانة وقائة مخطط لها‬ ‫‪ ،PPM‬وصيانة تصحيحية‪.‬‬ ‫تضمن الصيانة الوقائية‪ ،PPM ،‬أن يتم‬ ‫اتخاذ إجراءات كافية ويف الوقت املناسب‬ ‫تضمن أن تتم صيانة األصول العقارية‪،‬‬ ‫كاملصاعد وأنظمة األمان وأنظمة الحريق‬ ‫وأنظمة إدارة املياه وغريها الكثري‪ ،‬عىل‬ ‫أفضل وجه ووفقاً للمعيار املطلوب ما‬ ‫يمنع أو عىل األقل يقلل من األعطال‬ ‫ويحافظ عىل توفر الخدمة بشكل دائم‪.‬‬ ‫تعترب اليوم وظيفة النظام‪ ،‬عىل وجه‬ ‫الخصوص‪ ،‬تتبع كل أصل يف بيئة‬ ‫العقارات ومراقبة معايري صيانتها‪ .‬وإذا ما‬

‫“في عصرنا اليوم‪ ،‬يطلب‬ ‫عمالء العقارات المزيد من المزايا‬ ‫المتطورة في مجتمعاتهم‪.‬‬ ‫وبالنتيجة‪ ،‬فإن أنظمة ‪CAFM‬‬ ‫تشكل حجر أساس في صيانة‬ ‫المجتمعات”‪.‬‬

‫احتاج أي أصل للصيانة‪ ،‬فإن نظام ‪CAFM‬‬ ‫يعطي إنذاراً ويعني مهام الصيانة تلقائياً‬ ‫بحيث يصبح الفنيني أو الفرق أو الوكاالت‬ ‫املحددة سلفاً مؤهلة لتنفيذ أنشطة‬ ‫الصيانة الخاصة بهم‪.‬‬ ‫ألصل ما‪،‬‬ ‫عطل‬ ‫ويف حال حدوث أي‬ ‫ٍ‬ ‫هناك سلسلة من اإلجرارت التصحيحة‬ ‫التي يجب اتخاذها إلعادة األصل إىل‬ ‫حالة التشغيل ليستفيد منه ويتمتع به‬ ‫املجتمع‪ .‬يمكن أن تأيت هذه الشكاوي أو‬ ‫طلبات الخدمة من مصادر متعددة‪ ،‬سوا ًء‬ ‫العمالء أو مدراء املرافق‪ ،‬واإلجراءات ذاتها‬ ‫للبيع والتأجري والتعيني وتوجيه املهام‬ ‫وقرار التنفيذ لضمان تنفيذ العمل بشكل‬ ‫مناسب‪.‬‬ ‫هاتني العمليتني البسيطتني‪ ،‬بطبيعتهما‬ ‫ً‬ ‫عال من التعقيد يف التنفيذ‬ ‫عىل‬ ‫مستوى ٍ‬ ‫والذي يتفاقم بازدياد أعداد املجتمعات‬ ‫واألصول‪ .‬يف عصرنا اليوم‪ ،‬يطلب عمالء‬ ‫العقارات املزيد من املزايا املتطورة يف‬ ‫مجتمعاتهم‪ .‬وبالنتيجة‪ ،‬فإن أنظمة‬ ‫‪ CAFM‬تشكل حجر أساس يف صيانة‬ ‫املجتمعات‪.‬‬

‫‪ – IoT‬الجيل الجديد‬

‫أنظمة إدارة املباين فيها لوحات تحكم‬ ‫بأجهزة استشعار ألي عطل يف أي مكان‬ ‫يف العقار‪ .‬وهذا بدوره يزيد من سرعة‬ ‫االستجابة وإصالح العطل يف األصل إذا ما‬ ‫قامت األصول بتبليغ قسم الصيانة بأنها‬ ‫بحاجة تصليح عوضاً عن انتظار تقديم‬ ‫شكوى‪.‬‬ ‫يتمتع الجيل الجديد من أنظمة ‪CAFM‬‬ ‫بالقدرة عىل االندماج بسالسة يف مجاالت‬ ‫‪ BMS‬من خالل خدمات الويب وواجهات‬ ‫برمجة التطبيقات وبروتوكوالت االتصال‬ ‫التي تمكن النظامني من “التحدث”‬ ‫لبعضهما البعض‪ ،‬أحدهما “يطلق‬ ‫الشكاوي” واآلخر يحكم وينفذ ويدير‬ ‫االستجابة لحل هذه الشكاوي‪.‬‬ ‫أصبحت هذه النظم اإليكولوجية السائدة‬ ‫نقاط بيع بذاتها لألصول العقارية حيث‬ ‫تجذب العمالء إىل هذه املجتمعات‪ .‬يف‬ ‫حني أن هناك العديد من األنظمة التي‬ ‫تعالج الصوامع املعزولة من هذه األنظمة‬ ‫البيئية‪ ،‬فإن الحلول مثل ‪Centra REMS‬‬ ‫‪ ،Suite‬التي تقدم ً‬ ‫حال موحداً لهذه‬ ‫العناصر تؤدي إىل حصول العميل عىل‬ ‫تجربة فريدة بالفعل يف عالم بيع وإيجار‬ ‫وإدارة املجتمعات‪.‬‬

‫‪June 2018 — Issue 6‬‬


‫قسم المعرفة‬

‫بيع وتأجير وصيانة‬ ‫العقارات –‬ ‫النظام البيئي‬ ‫المتحول رقمي ًا‬

‫روهان تيجور‪ – AVP ،‬سنترا هب‬ ‫بيع أو تأجري األصول العقارية‬

‫يف بيئة اليوم املنافسة‪ ،‬حيث العمالء‬ ‫مدللون بوفرة الخيارات من حولهم‪ ،‬من‬ ‫الضروري بمكان أن تدار كل فرصة يف‬ ‫سوق العقار بكفاءة عالية لضمان تحقيق‬ ‫عائد‪ .‬كل فرصة بيع أو تأجري عقار تساوي‬ ‫مئات األلوف أو حتى املاليني‪ .‬من هنا فإن‬ ‫بشكل‬ ‫خسارة أي فرصة أو عدم متابعتها‬ ‫ٍ‬ ‫واف يرتجم إىل خسارة كبرية يف العائدات‪،‬‬ ‫ٍ‬ ‫خصوصاً إذا أخذنا باالعتبار أن املنافس‬ ‫سوا ًء من املطورين أو من جيش وسطاء‬ ‫العقارات سوف يسارع لخطف الفرصة‬ ‫وضمها إىل قائمة عمالئه‪ .‬لذا مما ال شك‬ ‫وقت مىض‪،‬‬ ‫فيه‪ ،‬أنه اليوم وأكرث من أي‬ ‫ٍ‬ ‫من األسايس جداً أن تستثمر كل شركات‬ ‫العقارات يف حلول التقنيات الصحيحة‬ ‫التي تقوم بأتمتة إدارة الفرص إىل درجة‬ ‫ال تضيع معها أي فرصة بسبب عدم‬ ‫متابعتها يف الوقت املناسب أو بسبب‬ ‫قلة التواصل‪.‬‬ ‫عمالء اليوم عىل درجة كبرية‬ ‫من الوعي‪ ،‬ويطلبون األفضل‬ ‫من بائعي العقارات‪ ،‬وليس‬ ‫بالنسبة للعقار الذي يشرتونه‬ ‫أو يستأجرونه يف نهاية املطاف‬ ‫فحسب‪ ،‬إنما أيضاً يف عملية‬ ‫ً‬ ‫كاملة إىل أن يجدوا‬ ‫التواصل‬ ‫أنفسهم وقد أصبحو يف منزلهم‬ ‫أو مكتبهم أو محلهم التجاري‬ ‫الجديد‪.‬‬ ‫تقدم ‪( Centra REMS‬مبيعات‬ ‫وتأجري) أدوات قوية لحوكمة‬


‫‪June 2018 — Issue 6‬‬

‫الفرص وإدارتها باستخدام أفضل وأحدث‬ ‫التقنيات وأتمتة وإدارة العمليات‪،‬‬ ‫وبروتوكول أتمتة التواصل لضمان توفري‬ ‫الفرص أمام مقدمي العقارات باستمرار‪.‬‬ ‫عىل هذا النحو يمكن للبائعني تقريباً‬ ‫القضاء عىل احتمال خسارة الفرص‬ ‫املحتملة بسبب عدم املتابعة أو النقص‬ ‫يف التواصل‪ .‬وتزيد ‪Centra REMS‬‬

‫‪ Suite‬من تمكني موظفي املبيعات‬ ‫عرب تزويدهم باملعلومات الكافية من‬ ‫ضمانات ونماذج وكتيبات وقوائم بريدية‬ ‫ً‬ ‫كاملة‪ ،‬والتي يمكن‬ ‫وترسانة أدوات البيع‬ ‫الوصول إليها بكبسة زر‪ ،‬ما يمكنهم من‬ ‫الرتكيز عىل النشاط الرئييس وهو املبيعات‪.‬‬ ‫كما أن مستخدمي العقارات يتطورون‬ ‫أيضاً‪ ،‬فيطالبون بحلول سهلة االستخدام‬ ‫من جهة وشاملة من جهة أخرى إلتمام‬ ‫عمليات البيع والتأجري‪ .‬وهذا بدوره يرفع‬ ‫من الكفاءة إىل أقىص حد ممكن و ُينتج‬ ‫أعىل مخرجات ممكنة من موارد املبيعات‬ ‫يف عالم العقارات‪ .‬ومن الواضح أن‬ ‫التطبيق الصحيح لحلول املبيعات والتأجري‬ ‫يحقق الربح لجميع أطراف الصفقة‪ ،‬بما‬ ‫ُ‬ ‫يف ذلك املستخدم النهايئ‪ ،‬الذي أعطي‬ ‫الفرصة املطلقة التخاذ قرار بناءاً عىل‬ ‫معلومات وافية‪.‬‬ ‫وبعد اتخاذ القرار فإن الخطوات التالية‬ ‫بنفس درجة األهمية إن لم تكن أهم‪،‬‬ ‫والتجربة بأكملها رائعة بدءاً من التأكيد‬ ‫عىل الطلب حتى امتالك العقار وهذا‬ ‫ما يطلبه العمالء‪ .‬مجدداً‪ ،‬العمليات‬ ‫وااللتزام بها هو املفتاح لرضا العمالء‪.‬‬ ‫ويقوم ‪ Suite REMS‬أيضاً بتسهيل‬ ‫وحوكمة ورقمنة ومراقبة عمليات‬ ‫الحجز واالتفاقيات والتسجيل‬ ‫والتعاقد وفواتري وإيصاالت الدفع‪،‬‬ ‫حتى االمتالك واالستالم‪ .‬ويف حالة‬ ‫اتفاقيات التأجري‪ ،‬يفعل أكرث من ذلك‬ ‫بإدارة تجديد عقود اإليجار وإنهائها‬ ‫وتتبع العقوبات وإدارتها‪.‬‬ ‫وبالعموم‪ ،‬فإن إدارة العمليات يف‬

‫قصة نجاح‬

‫ً‬ ‫عرضا تقديميًا ‪ ،‬شعرنا بأن حل ‪CRM‬‬ ‫ً‬ ‫الخاص بهم سيكون خيارا مثاليًا ألنه‬ ‫بسيط وسهل االستخدام وفعال من حيث‬ ‫التكلفة‪.‬‬ ‫وقال السيد حردان الحنظل‪ ،‬نائب‬ ‫رئيس مجموعة الحنظل‪“ :‬قمنا باختيار‬ ‫سنرتا ‪ CRM‬ألنه يمكن دمجها بسهولة‬ ‫مع نظام املحاسبة ونظام تخطيط موارد‬ ‫املؤسسات‪ .‬و يستخدم سنرتا ‪ CRM‬إلدارة‬ ‫وأتمتة العمليات األمامية مع العمالء‬ ‫املحتملني والشراء‪ .‬حيث يتم استخدام‬ ‫الحل إلدخال معلومات العميل‪،‬‬ ‫واملمتلكات التي يستثمرون فيها‪ ،‬وتوليد‬ ‫شروط العقد باستخدام القوالب اآللية‪.‬‬ ‫تتكامل هذه املعلومات‪ ،‬يف املقام األول مع‬ ‫التفاصيل املالية‪ ،‬مع نظام تخطيط موارد‬ ‫املؤسسات الجماعي‪ ،‬بحيث ال يكون هناك‬ ‫ازدواجية يف اإلدخاالت‪.‬‬ ‫وأضاف السيد حردان الحنظل‪“ :‬تستخدم‬ ‫إدارة عالقات العمالء املركزية يف املقام‬ ‫األول لألعمال العقارية “‪ ،‬وهي مفيدة‬ ‫بشكل خاص لتتبع عمليات اإللغاء‬ ‫وحركة العقارات‪ .‬إذا انقطع يف أي وقت‬ ‫أي مشرت‪ ،‬فيمكن نقل ملكية العقار إىل‬ ‫مشرت آخر‪ .‬من خالل وجود تاريخ مفصل‬ ‫ٍ‬ ‫لجميع املشرتين‪ ،‬يمكننا إدارة الحركة إىل‬ ‫مشرتين بدالء ومحتملني‪ ،‬دون أن تنعاين‬ ‫من التقصري‪.‬‬ ‫ويوضح السيد حردان‪“ :‬إن برنامج سنرتا‬ ‫‪ CRM‬مفيد ً‬ ‫أيضا يف تتبع مستوى رؤية‬ ‫املشاريع ‪ ،‬كما أن عملية شراء أو تأجري‬ ‫العقارات يف العراق تختلف كثرياً عن‬ ‫بقية العالم‪ .‬عادة ال يعتمد املشرتون‬ ‫عىل القروض املصرفية ويفضلون الدفع‬ ‫بمفردهم عىل مدار فرتة من الزمن‪.‬‬ ‫لذلك‪ ،‬تلعب مجموعة الحنظل الدولية‬ ‫دور املمول من أجل الحفاظ عىل عالقات‬ ‫وثيقة مع املشرتي‪ ،‬عرب فرتة التأجري التي‬ ‫تمتد إىل سبع سنوات‪“ .‬بصفتنا مطو ًرا يف‬ ‫العراق ‪ ،‬نقدم األموال ‪ ،‬حيث ال يقدم أي‬ ‫بنك هذا التسهيل ألحد العمالء‪.‬‬ ‫و قال السيد فارس بلبييس‪ ،‬املدير العام‬ ‫ً‬ ‫جدوال‬ ‫ملجموعة إيرب املودوم‪“ :‬لذا‪ ،‬نعطي‬ ‫زمنيًا للتسديد مدته سبع سنوات‪ ،‬وهذا‬ ‫يعني أننا نحتاج إىل إدارة سجالت العمالء‬ ‫ملدة سبع سنوات‪ .‬إن التعامل املطول مع‬

‫املشرتي يجعل من الضروري استخدام‬ ‫إدارة عالقات العمالء لضمان معرفة‬ ‫جميع تفاصيل املشرتي ‪ ،‬باإلضافة إىل‬ ‫الحالة الراهنة لعملية البيع‪ .‬وهذا يعني‬ ‫ً‬ ‫أيضا تخصيص إدارة عالقات العمالء‬ ‫لتسهيل األمر عىل املستخدمني النهائيني‬ ‫‪ ،‬باإلضافة إىل تمكني الدمج املناسب‬ ‫مع نظام تخطيط موارد املؤسسات الذي‬ ‫تستخدمه شركتنا‪ ،‬قبل تنفيذ برنامج‬ ‫سنرتا ‪ ،CRM‬استخدمت مجموعة‬ ‫الحنظل الدولية جداول البيانات إلدارة‬ ‫املعلومات حول املشرتين واملشاريع‪ .‬لكن‬ ‫كان لها حدودها ‪ ،‬وأضاف السيد فارس‪.‬‬ ‫“إن الحفاظ عىل جداول البيانات هو‬ ‫عندما تكون صغرية الحجم ولكن عندما‬ ‫تنمو العمليات ‪ ،‬يجب أن تكون مركزية‬ ‫ومؤتمتة مما يجعل الحياة أسهل بكثري”‪.‬‬

‫باعتبارنا مطور ملشاريع‬ ‫البناء الكبرية‪ ،‬من‬ ‫الضروري أن يكون‬ ‫لدينا سجل منظم لكل‬ ‫عميل‪ .‬وعندما قامت‬ ‫سنرتا باستعراض برنامج‬ ‫‪ ،CRM‬شعرنا أنه الحل‬ ‫املثايل لبساطته وسهولة‬ ‫استخدامه باإلضافة إىل‬ ‫تكلفته املناسبة‪.‬‬ ‫نائب الرئيس‪،‬‬ ‫حردان الحنظل‬

‫برنامج ‪ ، CRM‬الذي يعطينا التفاصيل‬ ‫“‪ .‬اآلن نشر تطبيق سنرتا ‪ CRM‬وتكامله‬ ‫مع نظام ‪ ERP‬ملجموعة الحنظل ‪ ،‬يمكن‬ ‫بسهولة تقديم تقارير املشروع وعرضها‪.‬‬ ‫وأشار السيد فارس‪“ :‬لقد خفض الربنامج‬ ‫أيضا الكثري من العمل الورقي” ‪“ ،‬لقد‬ ‫أعطتنا سنرتا ‪ CRM‬بالفعل عائداً عىل‬ ‫استثماراتنا من حيث تقليل الوقت والقوى‬ ‫العاملة الالزمة لتوليد تقارير حالة‬ ‫املشروع واملشرتي‪ .‬بما أن نفس املعلومات‬ ‫متوفرة من خالل سنرتا ‪ CRM‬يف جميع‬ ‫األوقات‪ ،‬فيمكن توفريها للمشرتين‬ ‫املحتملني ملساعدتهم عىل اتخاذ قرارات يف‬ ‫الوقت املناسب بشأن توافر خيارات التأجري‬ ‫للممتلكات‪ ،‬مما يؤدي إىل مستويات‬ ‫أعىل من رضا العمالء‪ ،‬وعائد أفضل عىل‬ ‫االستثمار “‪.‬‬ ‫يف املستقبل‪ ،‬تتوقع مجموعة اللحنظل‬ ‫الدولية أن تبدو املشاريع مثل تطوير املدن‬ ‫الصغرية ‪ً ،‬‬ ‫بدال من املجتمعات الصغرية‪.‬‬ ‫وقد نجح تنفيذ نظام إدارة عالقات‬ ‫العمالء (‪ )Centra CRM‬الذي ال تحرص‬ ‫مجموعة الحنظل الدولية عىل زيادة عدد‬ ‫مشاريع التطوير العقاري فحسب‪ ،‬بل‬ ‫زيادة عدد الوحدات يف كل مشروع‪ .‬يف‬ ‫املستقبل‪ ،‬تخطط الشركة ً‬ ‫أيضا الستخدام‬ ‫سنرتا ‪ CRM‬لتتبع‬ ‫تاريخ الصيانة‬ ‫مع تطوير‬ ‫املشروع‪.‬‬

‫ومع ذلك ‪ ،‬بالنسبة إىل مجموعة‬ ‫الحنظل الدولية‪ ،‬تظل أكرب قدرة عىل‬ ‫توليد التقارير‪ .‬قبل تنفيذ نظام‬ ‫سنرتا ‪ ،CRM‬كان عدم‬ ‫وجود تقارير وغياب لوحة‬ ‫معلومات حالة املشروع‪،‬‬ ‫من نقاط الضعف التي‬ ‫نعاين منها‪.‬‬ ‫“كان مصدر القلق‬ ‫الرئييس لدينا هو‬ ‫التقارير‪ .‬لقد احتجنا‬ ‫إىل الحصول عىل‬ ‫معلومات سريعة‬ ‫من النظام ولهذا‬ ‫السبب بحثنا عن‬

‫‪June 2018 — Issue 6‬‬


‫قصة نجاح‬

‫مجموعة الحنظل الدولية‬ ‫تطلق خدمة بيع العقارات وتجارب‬ ‫العمالء باستخدام سنترا ‪CRM‬‬ ‫تثق مجموعة الحنظل الدولية‪ ،‬بميبعات أمالكها وأصولها العقارية بعد اعتمادها عىل سنرتا ‪ ،CRM‬الذي ساهم يف تعزيز‬ ‫تجربة العمالء يف جميع مشاريعها‪.‬‬

‫تأسست مجموعة الحنظل الدولية يف‬ ‫منتصف األربعينيات من القرن املايض يف‬ ‫بغداد‪ ،‬العراق‪ ،‬وقد أسسها حاجي نوري‬ ‫عايد الحنظل‪ ،‬الذي يمكن أن ُينسب‬ ‫إليه النجاح املستمر‪ .‬عىل مدى العقود‬ ‫السبعة املاضية‪ ،‬نمت مجموعة الحنظل‬ ‫الدولية وتوسعت لتصبح مجموعة‬ ‫متنوعة مع الشركات يف األعمال املصرفية‬ ‫والسفر والسياحة والبناء وتجارة النفط‬ ‫والعقارات والخدمات األمنية وتجارة‬ ‫التجزئة واألزياء والعطور‪ .‬بخالف العمل‬ ‫املصريف واملايل‪ ،‬تتم إدارة باقي أعمال‬ ‫مجموعة الحنظل الدولية من مقرها‬ ‫الرئييس يف دبي‪.‬‬ ‫وتشمل بعض الشركات مجموعة إيرب‬ ‫املودوم ملشاريع البناء‪ ،‬وعشتار لخدمات‬ ‫األمن والحماية‪ ،‬و عابر املسافات للسفر‬ ‫وحجز تذاكر الطريان‪ ،‬وبنك آشور الدويل‬ ‫لالستثمار‪ ،‬والراصد للتجارة‬ ‫يف النقد األجنبي‪ ،‬وبنك‬ ‫الثقة اإلسالمي للخدمات‬ ‫املصرفية‪ ،‬وبيارق الفرسان‬ ‫لعمليات التجزئة‪ .‬يعمل كل‬ ‫من بنك آشور الدويل‪ ،‬و“بنك‬ ‫الثقة اإلسالمي” يف العراق‬ ‫فقط مع خالل عشرة فروع‪.‬‬ ‫دخلت مجموعة الحنظل‬ ‫الدولية مؤخراً يف قطاع الزراعة‬ ‫وتعمل أيضاً يف دول أخرى بما‬ ‫يف ذلك اإلمارات العربية املتحدة‬ ‫وتركيا واألردن ولبنان وقربص‪.‬‬


‫‪June 2018 — Issue 6‬‬

‫ويقول قال السيد محمد الحنظل‪،‬‬ ‫الرئيس التنفيذي ملجموعة الحنظل‬ ‫الدولية‪“ :‬تتمثل مهمة مجموعة الحنظل‬ ‫الدولية يف لعب دور رائد يف برامج إعادة‬ ‫البناء وإعادة التأهيل والتحديث والتطوير‬ ‫يف الشرق األوسط‪ .‬نحن ملتزمون بأعىل‬ ‫معايري الجودة وخدمة العمالء املتميزة‬ ‫ونعتقد أن قوتنا هي نوعية وخربة‬ ‫موظفينا‪“ .‬لقد كانت التكنولوجيا عامالً‬ ‫رئيسياً يف نمونا‪ ،‬ومن‬ ‫خالل نشر أحدث‬ ‫التقنيات‪ ،‬فإن‬ ‫هدفنا هو‬ ‫تعزيز خدمة‬ ‫العمالء‬ ‫وخوض املزيد‬ ‫من التجارب”‪،‬‬

‫تعترب التكنولوجيا‬ ‫واعتمادنا ألحدث التقنيات‬ ‫املتوفرة‪ ،‬إحدى املفاتيح‬ ‫األساسية التي ساهمت يف‬ ‫نمونا‪ ،‬ولطاملا كان هدفنا‬ ‫الرئييس هو تعزيز خدمة‬ ‫وتجربة العمالء‪.‬‬ ‫الرئيس التنفيذي‪،‬‬ ‫محمد الحنظل‬ ‫يف الوقت الحاضر ‪ ،‬تقوم مجوعة الحنظل‬ ‫الدولية بتطوير ثالثة مشاريع عقارية كبرية‬ ‫يف العراق ‪ ،‬تضم واحدة منها ما يصل إىل‬ ‫‪ 1800‬وحدة سكنية وفلل‪.‬‬ ‫لدى الشركة حوايل ‪ 350‬موظف‪ ،‬إلدارة‬ ‫مشاريعنا اإلنمائية يف املقام األول‪ .‬وأدى‬ ‫نشاط املواد املعقدة واملتعاقد من الباطن‬ ‫ملشروعات البناء الشركة لتنفيذ تطبيق‬ ‫تخطيط موارد املؤسسات‪ .‬ومع ذلك‬ ‫‪ ،‬لتتبع نشاط العمالء واالستفسارات‬ ‫املتعلقة باملشاريع العقارية‪ ،‬وبالتحديد‬ ‫يف الواجهة األمامية لألعمال‪ ،‬كانت‬ ‫مجموعة الحنظل الدولية تبحث عن‬ ‫حل مبتكر إلدارة عالقات العمالء‬ ‫وكان سنرتا ‪ CRM‬خيارهم املفضل‪.‬‬ ‫“كمطور ملشاريع البناء الكبرية ‪،‬‬ ‫من املهم بالنسبة لنا للحفاظ عىل‬ ‫السجالت املناسبة لكل عميل‪.‬‬ ‫‪Centra‬‬ ‫بعد أن قدمت لنا‬

‫ميزات جديدة‬

‫ميزات سنترا ‪ CRM‬الجديدة‬ ‫مستودع املستندات العاملي‪:‬‬

‫توفر هذه امليزة مكتبة مستندات مشرتكة عرب اإلنرتنت بإمكان‬ ‫مستخدمي ‪ CRM‬الذين تسمح لهم حقوق االستخدام من الولوج‬ ‫إليها من تحديد وإرفاق وعرض وتنزيل وإرسال الرسائل االلكرتونية‬ ‫ومشاركة املستندات مع جمهورهم املستهدف‪ ،‬باإلضافة إىل قدرة‬ ‫عدة مستخدمني من مشاركة نفس املجموعة من البيانات ليتم‬ ‫ضمان التناسق فيما بينهم‪ ،‬ويف نفس الوقت يساعد يف القضاء عىل‬ ‫تراكم البيانات من جراء تكرارها من قبل كل مستخدم‪.‬‬

‫دمج ون درايف‬

‫يف الشركات التي تحتضن النظام البيئي ‪،O365‬والتي تعتمد عىل‬ ‫ون درايف تحديداً‪ ،‬كونه مستودع سحابة املؤسسة لـ الوثائق‪،‬‬

‫يأيت هذا التكامل مفيد يف السماح ملستخدمي ‪ CRM‬بالوصول إىل‬ ‫املستندات‪.‬‬

‫توثيق ذو عاملني‪:‬‬

‫تستهدف البيئات عالية املخاطر التي تتطلب إجراءات أمنية إضافية‪،‬‬ ‫حيث تتطلب حزمة سنرتا ‪ ،CRM‬إجراء عمليتي مصادقة ما يوفر‬ ‫للمؤسسات أعىل املعايري لحماية البيانات‬

‫الوحدة ‪ 360‬درجة‪:‬‬

‫تعترب رؤية البيانات ذات الطبيعة الشاملة ذات أهمية بالغة‬ ‫للمنظمات‪ .‬هذه امليزة تضمن أن املنظمات لديها القدرة عىل‬ ‫استكمال املعلومات عرب جميع وحدات البيانات‪ ،‬عرب عالقاتهم مع‬ ‫الوحدات األخرى ذات الصلة‪.‬‬

‫تسليط الضوء على ميزة سنترا ‪HCM‬‬ ‫قفل الرواتب‬ ‫والنظرة العامة‪:‬‬

‫تمكنك هذه امليزة من‬ ‫تأمني كشوف املرتبات‬ ‫لشهر معني لذلك ال‬ ‫مزيد من التغيريات‬ ‫حسابات الحضور‬ ‫يمكن مصادفتها‪.‬‬ ‫بمجرد قفله‪ ،‬تظهر‬ ‫كشوف املرتبات عىل‬ ‫اللوحة الرئيسية القابلة‬ ‫للتخصيص والتي‬ ‫تعرض الرسوم البيانية‬ ‫عىل أساس الرتميز عىل‬ ‫العالمات‪ .‬تعطي هذه‬ ‫الرسوم البيانية تفاصيل‬ ‫حول عدد املوظفني‬ ‫واملرتبات واألرباح‬ ‫والخصم وصايف املبالغ‬ ‫املستحقة الدفع‪.‬‬

‫الجدول الزمني‬ ‫وامللخص‪:‬‬

‫الجدول الزمني‬ ‫هو تمثيل رسومي‬ ‫لتفاصيل حضور‬ ‫املوظف‪ .‬يمكن لهذه‬ ‫الرسوم البيانية إنشاء‬ ‫تقارير الوقت الخاصة‬ ‫باملوظفني عىل أساس‬ ‫أسبوعي وشهري‪.‬‬ ‫يمكن الكشف عن‬

‫أيام الغياب وعرضها‬ ‫يف هذه التقارير‪ .‬كما‬ ‫يمكن استخراج سجل‬ ‫اإلجازة والتقارير‬ ‫املوجزة‪ .‬ويقدم ّ‬ ‫ملخص‬ ‫الجدول الزمني تقريرًا‬ ‫ً‬ ‫مفصال حول الحضور‬ ‫اليومي للموظف‪.‬‬ ‫يتضمن التقرير تفاصيل‬ ‫حول وقت تسجيل‬ ‫املوظف‪ ،‬والخروج‬ ‫املتأخر‪ ،‬واإلجازات‪،‬‬ ‫والرحالت‪ ،‬ونصف‬ ‫األيام والعطالت‪.‬‬

‫مصفوفة التقييم‪:‬‬

‫تقوم هذه امليزة تلقائياً‬

‫بتحديث قيمة ارتفاع‬ ‫التقدير بعد تقييم‬ ‫االنسياب‪ .‬يمكن تعريف‬ ‫القيمة من خالل‬ ‫العالمات مثل التسمية‬ ‫والجنسية والقسم‬ ‫والخربة‪ .‬يمكن رؤية‬ ‫تقييم مرحلة ارتفاع‬ ‫القيمة بتنسيق النسبة‬ ‫املئوية ويتم تحديث‬ ‫أيضا ً‬ ‫‪ً CTC‬‬ ‫وفقا لذلك‪.‬‬

‫الورقة النهائية‬ ‫للتقييم مع الرسوم‬ ‫البيانية‪:‬‬

‫تقدم ورقة التقييم‬ ‫النهائية نظرة بيانية‬ ‫ألهداف املوظف واملدير‬ ‫لتقدير التقييم يف‬ ‫املستقبل‪.‬‬

‫شاشة فليكيس‬ ‫باسكيت‪:‬‬

‫هذه امليزة سوف تسمح‬ ‫للموظفني باختيار املبلغ‬ ‫بشكل دوري عىل أساس‬ ‫‪ CTC‬الخاصة بهم‪.‬‬ ‫وبمجرد تقديم الفواتري‪،‬‬ ‫سيتم خصم املبلغ‬ ‫املختار وسيكون املبلغ‬ ‫املتبقي خاضع للضريبة‪.‬‬

‫معلومات املوظف يف‬ ‫الهيكل التنظيمي‪:‬‬

‫يمكن االطالع عىل‬ ‫معلومات مفصلة كاملة‬ ‫للموظف مثل الراتب‪،‬‬ ‫الحضور‪ ،‬اإلجازة‪،‬‬ ‫البقشيش‪ ،‬معلومات‬ ‫عن تذاكر الطريان‪ ،‬عىل‬ ‫شكل مخطط هيكيل‪.‬‬

‫دور يعتمد عىل‬ ‫انسيبابية املنظمة‬ ‫عىل مستويات‪:‬‬

‫يتم تحديد هذا التدفق‬

‫استنا ًدا إىل دور املوظف‪.‬‬ ‫يمكن اعتماد مستوى‬ ‫املوافقة عىل أساس‬ ‫االنسيابية‪.‬‬

‫تدفق العمل‪:‬‬

‫عند اختيار إجراء محدد‬ ‫ً‬ ‫مسبقا‪ ،‬قم بتعيني‬ ‫أداة تدفق العمل عىل‬ ‫“تقييم عىل الحقل”‬ ‫تلقائيًا بالبيانات الدورية‬ ‫والنمط املتزامن الذي‬ ‫سيتم تحديده‪ .‬بمجرد‬ ‫تحديد تدفق العمل‬ ‫هذا‪ ،‬سيتم إخطار‬ ‫التنبيهات ً‬ ‫وفقا لنمط‬ ‫املزامنة املحدد‪.‬‬

‫نمط التزامن‪:‬‬

‫يتيح نمط التزامن‬ ‫املزامنة التلقائية‬ ‫للتنبيهات استنا ًدا‬ ‫إىل الخيارات الدورية‬ ‫السابقة‪.‬‬

‫مزامنة بيانات‬ ‫السحب‪:‬‬

‫يتيح هذا اإلعداد إمكانية‬ ‫حفظ تفاصيل املوظف‬ ‫يف الخادم بمجرد تمرير‬ ‫البطاقة‪ ،‬حيث سيتم‬ ‫تحميل التفاصيل يف‬

‫النظام عىل مزامنة‬ ‫بيانات التمرير للتواريخ‬ ‫املحددة‪.‬‬

‫تعديل راتب الشهر‬ ‫األخري‪:‬‬

‫إذا تم احتساب كشوف‬ ‫املرتبات قبل اليوم األخري‬ ‫من الشهر الحايل‪،‬‬ ‫فإن املخصصات متاحة‬ ‫الستخدام “تسوية راتب‬ ‫ً‬ ‫عادة ما‬ ‫الشهر املايض”‪.‬‬ ‫يتم استخدام هذا الخيار‬ ‫إذا انضم املوظف بعد‬ ‫حساب راتب ملدة شهر‪.‬‬

‫تحديث حالة مستند‬ ‫الشاشة‪:‬‬

‫تساعد هذه امليزة يف‬ ‫وضع حالة املستند لكل‬ ‫شاشة‪.‬‬

‫جولة مراقبة‬ ‫الحكم ‪ /‬القرار‬ ‫وتغيري التسمية‬ ‫التوضيحية‪:‬‬

‫تسمح لك هذه امليزة‬ ‫بتحديد حقوق القرار‬ ‫من خيارات قرار متعددة‬ ‫يوفرها النظام‪ .‬لديه‬ ‫حكم لتغيري التسمية‬ ‫االفرتاضية للقرار أيضاً‪.‬‬

‫‪June 2018 — Issue 6‬‬


‫كلمة المدير التنفيذي‬

‫رسالة من‬ ‫الرئيس التنفيذي‬ ‫عمالئنا وشركائنا األعزاء‪،‬‬

‫ً‬ ‫أهال بكم يف النسخة الجديدة من رسالة “سنرتا هب” االلكرتونية‪.‬‬

‫السنتني املاضيتني كانتا رائعتني ً‬ ‫جدا بالنسبة لـ “سنرتا هب”‪ .‬فباإلضافة إىل نمو أعمالنا بنسبة ‪51 %‬‬ ‫‪ %‬يف العام ‪ ،2017‬تمكنا أيضاً من توسيع شبكة شركائنا العاملية بشكل ملحوظ‪.‬‬ ‫كما كانت ردود أفعال عمالئنا عىل برنامج الشريك الخاص بنا “ ‪Centra Alliance and‬‬ ‫‪ ،”)Partner Program (CAPP‬أكرث من رائعة‪ ،‬مما ساهم يف جذب عدد من الشركاء الجدد يف‬ ‫جميع أنحاء دول مجلس التعاون الخليجي‪.‬‬ ‫ولتمكني وتعزيز النظام البيئي لشركائنا واملساعدة يف عملية التحول الرقمي‪ ،‬قمنا بعقد سلسلة‬ ‫من األحداث ملشاركة الخربات واملعلومات واملعلوما مثل برامج ‪ CCSA‬التدريبية والتي نظمت يف‬ ‫جميع أنحاء دول مجلس التعاون الخليجي‪ ،‬لتوجيه وتمكني شركائنا الجدد من تطبيق أفضل‬ ‫الطرق لتقديم املنتجات والحلول لألسواق والعمالء‪.‬‬ ‫فاز ابتكار “سنرتا هب” بجائزة اختيار املحرر ألفضل مزود برامج ‪ CRM‬يف العام‪ ،‬خالل حفل توزيع‬ ‫جوائز “ريسيلر الشرق األوسط لتميز الشريك” ‪ ،2018‬بعد تقديمنا للجيل الجديد من حلول إدارة‬ ‫عالقات العمالء ‪ ،CRM‬والذي أظهر قدرتنا عىل تخطي الحدود املتعارف عليها الستخدامات برامج‬ ‫‪ CRM‬وتميز العمالء‪.‬‬ ‫يف هذا العدد‪ ،‬نسلط الضوء ً‬ ‫أيضا عىل كيفية نشر مجموعة حنضل الدولية لربنامج سنرتا ‪CRM‬‬ ‫لتبسيط أعمال البناء وإدارة العقارات يف العراق‪ ،‬ومقال يتحدث فيه خربائنا عن كيفية قيام حلول‬ ‫سنرتا ‪ REMS‬بمساعدة املنظمات يف إنشاء نظام بيئي تم تحويله رقميًا‪ ،‬باإلضافة إىل التحديثات‬ ‫وامليزات التي زود بها ‪ Centra‬و ‪ CRM‬و ‪ HCM‬ومشاركتنا يف مجموعة من االحداث مثل ‪BITEX‬‬ ‫‪ 2018‬ومارجن بلدرز ‪.2018‬‬ ‫ً‬ ‫نأمل أن تستمتعوا بقراءة الطبعة الجديدة من رسالتنا االلكرتونية ونتطلع دائما إىل تعليقاتكم‬ ‫القيمة‪.‬‬ ‫مع فائق التقدير‪...‬‬


‫‪15 - 14‬‬

‫قسم المعرفة‬ ‫مبيعات العقارات والتأجير والصيانة ‪ -‬النظام البيئي المتحول رقميًا‬


‫قصة نجاح‬

‫مجموعة الحنضل الدولية تبسط مبيعات العقارات وتجربة العمالء من خالل سنترا ‪.CRM‬‬


‫ميزات جديدة‬ ‫ميزات سنترا ‪ CRM‬الجديدة‬ ‫تسليط الضوء على ميزة سنترا ‪HCM‬‬


‫‪June 2018 — Issue 6‬‬

‫املقر الرئييس الدويل‬

‫املكتب ‪ ، 3003‬املجمع ‪،C‬‬ ‫برج فورتشني‪،‬‬ ‫أبراج بحرية الجمريا‪,‬‬ ‫دبي‪ ،‬اإلمارات العربية املتحدة‬ ‫تليفون‪+971 4 421 6220 :‬‬ ‫فاكس‪+971 4 421 6507 :‬‬

‫مقر الشركة‬

‫الطابق األول‪6-3-249/6 ،‬‬

‫الكازار بالزا‪ ،‬شارع رقم ‪1‬‬ ‫مقابل سيتي سنرت‪ ،‬بانجارا هيلز‬ ‫حيدر آباد ‪500034 -‬‬ ‫تليفون‪+91 40 67535303 :‬‬ ‫‪‬‬

‫‪v8v wv‬‬

‫يونيو ‪-2018‬الطبعة ‪06‬‬

‫الرسالة اإللكترونية الرسمية‬

‫مجموعة الحنظل الدولية ترتقي بخدمة العمالء‬ ‫من خالل سنترا ‪CRM‬‬ ‫جوائز ريسيلر‪:‬‬

‫برنامج ‪ CRM‬مبتكر يجذب انتباه‬ ‫الناشرين في المنطقة‬

‫قسم المعرفة‪:‬‬ ‫مشاريع العقارات‬ ‫المحولة رقمياً‬

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