How JLL and Ascendix Transformed Customer Engagement Through CRM Modernization
In today’s digital-first commercial real estate landscape, where data-driven decisions and speed-to-market define success, legacy systems can quickly become a liability rather than an asset.
Real estate giant JLL (Jones Lang LaSalle) recognized that in order to maintain its leadership position globally, it needed to rethink not just its tools, but its entire approach to managing client relationships, deal pipelines, and market intelligence.
ForJLL, transforming the way teams interact with clients and prospects meant modernizing their customer relationship management (CRM) to deliver deeper insights, easier access to data, and more powerful tools for engagement. That transformation came through a strategic partnership with CRM experts at Ascendix Technologies.
CRM modernization, in this context, was not simply about upgrading software. It was about creating a unified ecosystem where brokers, analysts, marketers, and executives could collaborate seamlessly, access real-time insights, and deliver highly personalized client experiences at scale.
The Challenge: Poor CRM Adoption and Fragmented Data
Despite being a Fortune 500 company with nearly 92,000 specialists in 230 offices operating around the globe, JLL struggled with low CRM adoption. Key real estate information lived in disconnected systems or spreadsheets, slowing brokers down and diluting the value of customer data.
It quickly became clear that better technology was needed, one that went beyond a generic CRM and actually supported the workflows of JLL’s brokers, analysts, and client‑facing teams.
This challenge is not unique to JLL. Many large enterprises invest heavily in CRM platforms only to find that adoption remains low. The root cause is often a mismatch between the tool and the daily realities of its users.
This could mean a lack of planning, not building systems that meet the needs of the user base, poor engagement plans, or the lack of trust and buy-in from frontline managers and executives. In commercial real estate, professionals rely on speed, mobility, and intuitive access to property data. These are things traditional tools often fail to deliver.
At JLL, brokers were accustomed to using spreadsheets, email threads, and siloed tools because they were faster and more flexible than the existing CRM. This created a vicious cycle: the less the CRM was used, the less valuable its data became. The less valuable the data, the less incentive there was for teams to use it.
Additionally, fragmented data meant missed opportunities. Without a consolidated data system, teams could not easily track client interactions, understand portfolio histories, or identify cross-selling opportunities across regions. This fragmentation also introduced risks such as duplicate records, outdated information, and inconsistent reporting, all of which undermined trust in the system.
Another critical issue was scalability. As JLL continued to expand globally, the lack of standardized processes and centralized data made it increasingly difficult to maintain consistency across markets. Leadership lacked visibility into performance metrics, while frontline teams lacked the insights needed to act proactively.
The Solution: Modernizing CRM with AscendixRE
Building a proprietary CRM from scratch is a costly and time-consuming route. With this, JLL chose to customize and build additional functionality on the proven AscendixRE platform on Microsoft Dynamics 365 with support from Ascendix Technologies. This combination gave JLL the best of both worlds: a robust CRM foundation plus tailored features designed for commercial real estate.
Rather than reinventing the wheel, JLL adopted a strategic “build-on-what-works” approach. By leveraging the flexibility of Microsoft Dynamics 365, Ascendix was able to create a highly customized solution that aligned closely with JLL’s business processes while maintaining enterprise-grade reliability and scalability.
AscendixRE, purpose-built for commercial real estate, provided a critical advantage: it already understood the domain. This meant faster implementation, reduced development costs, and a shorter learning curve for users. Instead of forcing teams to adapt to generic CRM workflows, the system was tailored to reflect how brokers actually work, from property searches to deal tracking and client communication.
Another key aspect of the solution was user-centric design. Ascendix focused heavily on usability, ensuring that the platform was intuitive and aligned with real-world workflows. This emphasis on user experience played a major role in driving adoption, as teams were more willing to embrace a system that made their jobs easier rather than more complicated.
Integration was also a cornerstone of the modernization effort. The new CRM was designed to connect seamlessly with existing data sources, third-party tools, and internal systems. This eliminated silos and created a unified data environment where information could flow freely across departments and regions.
Key Enhancements That Powered Better Customer Engagement
Here are some ways CRM modernization translated into real business outcomes for JLL, enabling teams to work more efficiently, make data-driven decisions, and deliver more personalized and impactful client experiences across markets:
Smarter Forecasting & Targeted Marketing
By aligning CRM data with business processes, JLL improved its ability to segment markets, target campaigns based on previous interests, and forecast trends. This data-driven approach gave the company a competitive edge and strengthened customer engagement.
With access to cleaner and more structured data, JLL could move beyond reactive decision-making to predictive analytics. Brokers and marketers could identify emerging trends, anticipate client needs, and tailor their outreach accordingly.
For example, instead of sending generic property listings, teams could now deliver highly targeted recommendations based on a client’s historical preferences, investment behavior, and geographic interests. This level of personalization significantly improved engagement rates and client satisfaction.
Forecasting capabilities also improved at the organizational level. Leadership could analyze pipeline data in real time, identify bottlenecks, and make informed strategic decisions. This not only increased operational efficiency but also enhanced revenue predictability.
Lightning‑Fast Map Search
Ascendix rebuilt search functionality to be fast, intuitive, and map-enabled, giving brokers visual tools to show prospects available properties based on precise criteria. This visual intelligence improved engagement in client conversations.
The introduction of map-based search transformed how brokers interacted with clients. Instead of relying on static lists or manual searches, they could now present dynamic, visually rich property data during meetings.
This capability was particularly valuable in a field where location is everything. Clients could instantly see how properties aligned with their requirements, whether it be proximity to transport, amenities, or key business hubs, making discussions more interactive and impactful.
Speed was another critical factor. By reducing search times dramatically, brokers could respond to client inquiries in real time, enhancing responsiveness and professionalism. In a competitive market, this agility can make the difference between winning and losing a deal.
Automated Brochure Generation
Salespeople no longer had to collect data manually to produce client materials. With Ascendix’s xRE Composer, brokers can generate branded brochures and reports directly from CRM.
Automation of brochure generation was a game-changer for productivity. Previously, creating brochures involved gathering data from multiple sources, such as spreadsheets and internal calls, formatting content manually, and ensuring brand consistency. This process could take days.
With automation, this process was reduced to minutes. Brokers could generate polished, accurate, and on-brand materials instantly, allowing them to focus more on client engagement and less on administrative tasks.
This also ensured consistency across the organization. Every piece of client-facing material adhered to guidelines and used the most up-to-date data, reinforcing JLL’s professionalism and credibility.
Clean, Reliable Data
Data quality is the foundation of any successful CRM initiative. Without accurate data, even the most advanced tools lose their effectiveness. Ascendix developed a duplicate detection tool that alerts users to potential overlaps, helping keep CRM data clean and trustworthy.
By implementing automated data validation and duplicate detection, JLL ensured that its CRM remained reliable. This not only improved day-to-day operations but also built trust among users. When teams are confident in the accuracy of their data, they are more likely to rely on the system and integrate it into their workflows.
Easier Bulk Data Management
Bulk data management capabilities addressed one of the biggest pain points in enterprise environments: handling large volumes of information efficiently. Whether migrating legacy data, updating records, or conducting large-scale analyses, teams could now perform these tasks quickly and accurately.
The new CRM includes tools that make importing and exporting large datasets easy, allowing teams to pull information for analysis or update records efficiently. This saves time and reduces friction in customer‑facing activities.
Its flexibility also enabled better collaboration across departments. Marketing, sales, and research teams could access and share data more easily, breaking down silos and fostering a more integrated approach to client engagement.
Impact of CRM Modernization
Business results spoke volumes at JLL. One of the most significant outcomes was the dramatic increase in user adoption. A sixfold improvement indicates not just better technology, but a successful alignment between the system and user needs. This level of adoption is critical for realizing the full value of any CRM investment.
Productivity gains were also substantial. By automating routine tasks and streamlining workflows, JLL enabled its teams to focus more on high-value activities such as relationship building and deal-making. Teams could deliver richer insights faster, thanks to advanced forecasting and reporting. Brokers also gained tools that made them more responsive and effective in client interactions.
The enhanced CRM rolled out functionality in months, as opposed to years if Ascendix had tried developing it themselves. This meant delivering value quickly. Through the solution, leadership could make more informed decisions, allocate resources more effectively, and identify growth opportunities with greater confidence.
Perhaps most importantly, the modernization effort strengthened JLL’s competitive position. In an industry where client relationships and market insights are key differentiators, having a powerful, user-friendly CRM system provided a clear advantage.
Conclusion
The JLL story shows that CRM modernization isn’t just an IT project. It is a transformational business initiative. By modernizing their CRM with Ascendix, JLL reshaped how teams engage with customers, turning data into action and tools into a competitive advantage.
This case also highlights several broader lessons for organizations across industries. First, technology alone is not enough. Success depends on aligning tools with user needs and business processes. Even the most advanced CRM platform will fall short if it does not reflect how teams actually work on a day-to-day basis. Organizations must take the time to understand user workflows, pain points, and goals, then configure the system to support those activities.
Second, data quality and integration are critical for unlocking the full potential of CRM systems. A CRM is only as valuable as the data it contains. Incomplete, outdated, or duplicated data can quickly erode trust and limit usability.
By prioritizing clean data practices, validation processes, and real-time synchronization across systems, organizations can create a reliable and consistent data environment. Integration plays an equally important role, allowing information to flow across departments and platforms, eliminating silos and enabling a more holistic view of customers and operations.
Third, user adoption should be treated as a primary success metric, not an afterthought. Without consistent user engagement, even the most well-designed CRM will fail to deliver meaningful results. Organizations must invest in training, change management, and ongoing support to ensure teams understand the value of the system and feel confident using it.
Encouraging adoption also involves demonstrating quick wins, gathering user feedback, and continuously refining the platform based on real-world usage. When adoption is prioritized from the start, CRM becomes deeply embedded in daily workflows, driving long-term value and measurable business impact.
As digital transformation continues to accelerate, organizations that invest in tailored, user-centric CRM solutions will be better positioned to deliver exceptional customer experiences. Those that fail to adapt risk falling behind. For customer service leaders today, the lesson is clear: a modern, tailored CRM isn’t optional. It is foundational to exceptional customer engagement.
Every organization’s CRM journey is different, but the goal is the same: better insights, stronger relationships, and more efficient teams. If your organization is facing similar challenges low CRM adoption, fragmented data, or limited visibility into customer interactions it may be time to rethink your approach.
Connect with our experts for a consultation and discover how to elevate your CRM from a system of record to a driver of growth. Schedule a consultation to identify gaps, uncover opportunities, and build a CRM strategy that drives real business impact.