Facility management Cos are collecting more data than ever before: Shareen Bhatia

The year 2023 has started on a rollercoaster note, with an accelerated adoption of generative AI, AI chatbots, and digital innovations. This is bringing in new operational efficiencies, stronger strategies, a far greater emphasis on building deep bonds with various stakeholders and consumers. In keeping with the current market ecosystem, technology and a human approach are seen as going hand in hand.

As part of our annual TRENDING NOW series, Adgully has been approaching key industry leaders to Crystal Gaze into 2023 to highlight the major trends and developments that they see dominating the industry in the year ahead.

Companies are increasingly outsourcing facility management globally. A study by McKinsey & Company showcased that by 2024, the total in-house and outsourced FM spend globally would increase by 6.2% p.a. With facility management becoming a need of the hour with its increasing demand, marketing professionals are also keeping up with its pace and trying to upscale their outreach to create brand presence in the industry.

In conversation with Adgully, Shareen Bhatia, Country Head – Business Solutions, Embassy Services, speaks about top marketing trends in the facility management industry this year, increased focus on sustainability and green initiatives, as well as increased demand for customised solutions, and more.

Top marketing trends in the facility management industry in 2023

Digital marketing: With more businesses moving online, digital marketing has become essential for facility management companies. This includes using social media, email marketing, search engine optimisation (SEO), and pay-per-click (PPC) advertising to reach potential customers.
Personalisation: Personalisation is becoming increasingly important in the facility management industry. This means tailoring marketing messages and services to specific customer needs and preferences.
Sustainability: As businesses become more conscious of their environmental impact, facility management companies like ESPL are focusing on offering sustainable solutions. Marketing efforts that highlight environmentally friendly practises and services can be very effective.
Data-driven marketing: Facility management companies are collecting more data than ever before. By analysing this data, companies can gain insights into customer behaviour and preferences and use this information to create more targeted marketing campaigns.
Virtual and augmented reality: Virtual and augmented reality technologies are becoming increasingly popular and a powerful marketing tool in the facility management industry. These technologies allow customers to experience FM services in a more immersive way.
Customer experience: Facility management companies are focusing more on the customer experience, which includes everything from the initial sales process to ongoing customer support. By providing excellent customer service and support, companies can build long-term relationships with their consumers.

Major expectations from 2023

Increased focus on sustainability and green initiatives: As climate change continues to be a pressing global issue, the facility management sector is expected to prioritise sustainability efforts such as energy efficiency, waste reduction, and eco-friendly practices.
Advancements in technology: The facility management industry is expected to embrace technology to improve efficiency, reduce costs, and enhance the customer experience. Examples of emerging technologies in the industry include artificial intelligence, the Internet of Things, and automation.
Evolving work environments: With the rise of remote work and hybrid work models, the facility management sector is expected to adapt to new requirements for flexible workspaces, increased connectivity, and collaboration tools.
Enhanced focus on health and safety: In the wake of the COVID-19 pandemic, facility managers will continue implementing strict health and safety measures to protect occupants and employees.
Increased demand for customised solutions: Customers are anticipated to demand more customised facility management solutions that cater to their unique needs and preferences. This will require facility managers to be more agile and adaptable in their approach to service delivery.

Key focus areas for Embassy Services in 2023

This year, we will be focusing on the following aspects:

ESG and Sustainability: With a growing need for services to support the environmental and social dimensions of buildings, there is now a real opportunity to differentiate services by integrating sustainable technologies, which will allow for more advanced offerings and new business models. Further, there is a growing body of evidence that sustainability is good for business. Since ESG is a concept that derives from the investment community and is used to assess risk, it explains why we’ve seen businesses with sustainable practises generally perform better and have greater longevity.
Renewable Energy: The world’s energy future is being shaped by the need to counter climate change through sustainable, clean sources of energy. Amidst an ever-increasing demand for electricity, renewable energies like solar power play a major role in the sustainability goals of companies. At ESPL, we help our esteemed clients be future-ready with our experience in handling abundant, efficient, clean, and competitive solar energy. Our trusted process begins with an analysis of the existing power consumption patterns and trends. Based on these diagnostics, we evaluate and formulate comprehensive strategies to optimise renewable solar power across our expanding portfolio. A feather in our cap is the solar power plant spread across 450 acres near Bellary, Karnataka. The plant generates 200 MW of green power, thereby reducing 150,000 tonnes of carbon footprint.