Customer relationship maintenance management

Customer relationship maintenance management

Introduction: Maintaining customer relationship can reduce customer development costs. There are many ways to maintain customer relationship, but customer experience is the key. The following is the customer relationship maintenance management I brought to you, hoping to help you.

With the increasingly fierce market competition, the difference between products and services is getting smaller and smaller. The market strategy of taking production as the center and selling products as the purpose is gradually replaced by the market strategy of taking customers as the center and serving as the purpose. Who can grasp the trend of customer demand, strengthen the relationship with customers, effectively explore and manage customer resources, who can gain the competitive advantage in the market and be invincible in the fierce competition. In the current competitive market, how to seize customers, retain customers, maintain customer loyalty and maintain market competitiveness is a concern of all project developers today. In the highly competitive market economy environment, good customer relationship is the key factor for the survival and development of any enterprise.

Some people say that real estate is a high-end product, unlike retail goods, consumers will often buy it, and it takes time, energy and capital to establish a long-term relationship with customers, which seems to be not worth the candle. But I think good customer relationship management is of great significance to the growth and sustainable development of an enterprise. Based on the concept of lifelong customers, real estate development enterprises will strive to provide quality services. For example, in terms of real estate sales, assist customers to sign contracts, mortgages and property rights, assist owners to contact property management, and provide decoration consultation. What is more worth mentioning is that customer relationship management needs to pay attention to handling customer complaints. As the saying goes? Good products, consumers will mention ten people; Consumers will complain about inferior products to 100 people. ? This has to urge enterprises to correctly handle customer dissatisfaction, enhance service awareness, thereby improving service quality, forming and improving customer brand loyalty, and prompting them to repeat purchases.

1. What measures are there for customer management in our project?

What is the performance of not caring enough about customers? Specific to the company's third-ring center project, because the third-ring center is in the middle of sales, it is currently reflected in the service to customers, mainly to actively assist customers in handling all relevant procedures such as house signing and mortgage during the sales process, so as to provide detailed services and patiently answer various questions raised by customers. Provide convenience for customers to purchase houses developed by the company smoothly, and reflect the company's service care. In terms of sales, because the salesmen of the customers who have already closed the deal have all left their jobs, there are two sales executives who are responsible for customer-related problems and services. With the rapid progress of building construction, engineering and sales of the project, it is mainly to provide customer communication for customers to keep them abreast of the latest situation of the company and the project.

Second, how to strengthen customer relationship management and how to classify customers.

? How to care for customers in stages? In the information age, there are various ways to communicate with customers, which can be face-to-face forms such as visiting and socializing, or telephone, website, email, magazines, mobile phone messages, etc. Among these various forms, we need to choose a way to communicate with customers. Collect information through different channels, such as

Customer's needs, preferences, age, occupation and income, including product preferences, psychological expectations and other information, can help enterprises adjust their development strategies, and customer's cascade consumption will also promote the continuous upgrading of products and diversification of services. However, with the evolution of the current real estate market, the price of Beijing real estate market has changed from unilateral rise to head-on decline, which will inevitably have a serious impact on the psychology of customers who have already made deals before. The taste of buying at a high level is unpleasant for anyone. Therefore, the maintenance of customer relationship should also be carefully divided. I think customers should be divided into three parts according to the degree of floating losses: 1, customers who bought at a high price in the early stage, and these customers need to be maintained according to their independence or investment; 2. Customers who buy in the middle of sales, that is, customers whose losses are relatively less serious and belong to rigid demand. This part of customers are mainly independent, and recognize the location and quality of the project, which can be maintained in stages through the form of sending blessings and other condolences on holidays. Current customers think that the market has been adjusted and they can accept the current price. However, some people have the mentality of being greedy for petty gain, which can be maintained by sending blessings and condolences during Chinese New Year holidays or desk calendars.

Third, how to integrate the elements of property management into our customer management?

In the process of sales, we can plan some low-cost services for our customers after they check in, which can also reflect the company's humanistic care. For example, when the Wangjing Center project was sold, the property provided many services, which improved the popularity of the property management company and the projects it served, and also improved the quality of the project. In order to retain customers, we must provide customers with fast and satisfactory services, which requires real estate development enterprises to master professional knowledge, be familiar with the market and understand customer needs. Research and analysis of trading customer data has become an effective way to achieve success. By studying the transaction customer data, we can analyze the customer's behavior characteristics and determine the customer's service level, so as to provide personalized service for special customers. For example, for customers in different places, their life preferences are very different due to differences in culture and living habits. By studying the transaction data, we can understand their living preferences and apply them to the sales process to help them find satisfactory property services in time and accurately, thus improving customer satisfaction.

Fourth, the enterprise is located in the low-end customers, and the crowd is very wide. How can we care for it, make customers continue to consume and make customers loyal?

The positioning of the company is to provide comfortable products for the public. Therefore, people who buy a house for the first time should be treated with caution. If customers are satisfied, they will not only repeat the purchase, but also be willing to introduce the development enterprise or product to relatives and friends. Imagine if a customer has regarded a real estate development enterprise as his friend, then he will always talk about this good friend on various occasions. He is a terminal of corporate brand communication, and all kinds of information about enterprises will be continuously spread out from this terminal in several years and decades. Customer recommendation of real estate products is usually more effective than advertising, and it is easier to impress potential consumers and promote.

Deal. The content of customer service is also constantly enriched and deepened, from simply providing real estate consultation to carrying out activities such as art and neighborhood affection around corporate culture. At present, most real estate development enterprises have established the concept of serving customers, and some have set up special customer service organizations and customer clubs with a certain scale of members. For example, Wantong Club, Hesheng Club, R&F Club and China Resources Club in Beijing. Therefore, a company's brand, popularity, reputation and customer loyalty are all crucial.

Five, how to find the contradiction between customers and companies in advance, improve customer satisfaction, and reduce customer complaints and lawsuits.

In daily work, the receptionist should be able to answer customers' questions, explain patiently and handle them properly. Communicate and coordinate with leaders in time when encountering major problems, and strive to minimize the problems encountered by customers. In the process of solving problems, we should communicate the progress of problems with customers in real time so that customers will not doubt the efficiency of the company. Correctly handling complaints can turn customers' disappointment caused by mistakes or mistakes into new opportunities and let customers feel what the enterprise is doing. Hammer? Trading, but there is a long-term and reliable guarantee. It is very important for enterprises to have a good attitude and act in time when dealing with customer complaints, which can gain the trust of customers and good word-of-mouth publicity. When the company or project encounters sudden or major housing problems, it should do a good job in crisis public relations in time, communicate with customers through appropriate channels, eliminate the adverse effects of various media on the company, prevent the problem from expanding and worsening, and prevent the company from being in a passive situation. Even if the problem is not caused by the fault of the enterprise, the enterprise should explain the situation to the customer and eliminate the misunderstanding in time. It would be better if enterprises can help customers solve their difficulties. In the process of solving, even if some immediate interests of the enterprise are sacrificed, it is worthwhile in the long run.

In short, to correctly handle the customer relationship, we should look for several or more suitable ways according to the characteristics of customers, so as to achieve the right thing and promote the transaction. It should be emphasized that too frequent communication may make customers numb to information and even cause disgust. Proper customer relationship maintenance can consolidate the brand of the enterprise, which is more deeply rooted in the hearts of the people than shouting slogans and advertising, and is very powerful in shaping the brand of the enterprise.

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