Zoopla utilises multiple e-CRM tools to gather insights on customers and deliver a personalised service. ‘Audience Builder’ uses an algorithm that assesses consumer intent by capturing portal interactions, geographic information and behavioural data to enhance campaigns. It allows Zoopla to exclusively select the customers most likely to respond (Property Industry Eye, 2020a; Zoopla, 2020c). Zoopla ‘My Home’ is another powerful tool (Zoopla, 2022) in which consumers register for a free account to gain access to all site features. User account data is stored including current property, preferences and search and filter terms, creating a unique source of information used to promote relevant content (Braesemann and Baum, 2020; Zoopla, 2022). 

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For customers, Zoopla employs Zendesk as a support service to answer, filter and categorise agent needs (W3Techs, 2022). Responses are streamlined and improvements for the website are prioritised based on volume of related cases. In addition, Zoopla’s Salesforce integration manages client accounts across the whole company, gaining detailed insights on their interactions with each element of the business (Property Industry Eye, 2020b).