The purpose of customer relationship management

The change of environment requires property management companies to pay more attention to the maintenance of their own customer base than before, which requires property management companies to invest certain customer maintenance (maintenance) costs. However, considering the long-term development strategy of enterprises, customer relationship management can create tangible value for enterprises.

This value is mainly reflected in the following aspects:

(1) Improve customer loyalty. Practice has proved that the implementation of customer relationship management can significantly improve customers' loyalty to enterprises, which will directly create value for property management companies. Relevant research shows that customer loyalty is an important part of the core competitiveness of enterprises and a valuable intangible capital. Some research results show that with the improvement of loyalty, the profits of enterprises also increase; Some people even think that the source of business profits is the repeated consumption of certain consumption.

(2) Reduce customer development costs. If a property management company wants to be in an invincible position in the competition, it must open up new customer groups while maintaining the original customer groups. Customer development costs of property management companies mainly include service fees and advertising fees for acquiring customers, market entry fees, investment, publicity and advertising fees, etc. With the implementation of customer relationship management, property management companies can maintain a good and stable relationship with owners and non-owners users, and owners and non-owners users have a more comprehensive understanding of the services of property management companies. This saves the property management company an advertising fee for promoting products to these old customers. In addition, the old customers of the property management company will also carry out favorable oral publicity for the property management company, and the property management company can also greatly reduce the publicity fee for this purpose. All these will lead to the reduction of the total customer development cost of property management companies.

(3) Reduce the service cost of property management companies. Service cost refers to the total cost of service enterprises in the process of operating services, including material loss and labor consumption in services. Through the implementation of customer relationship management, we can easily grasp the needs of users and realize the "user cooperation model" in the service process. Property management companies and owners can understand and cooperate with each other, which can not only provide faster and better services, but also reduce their own service costs.

(4) Reduce the transaction costs of property management companies. Transaction cost refers to a kind of resource expenditure, including money, time and energy expenditure, which may be used by both parties to find the transaction object, sign the contract and perform the contract. It mainly includes three aspects: search cost (the cost of searching the information of both parties to the transaction), negotiation cost (the cost of signing the terms of the transaction contract) and performance cost (the cost of supervising the performance of the contract). With the implementation of customer relationship management, property management companies can treat their owners and non-owners in an all-round way, and it is easier for property management companies and customers to form cooperative partnerships and mutual credit relations. Therefore, enterprises can greatly reduce the search cost, negotiation cost and performance cost, thus ultimately reducing the overall transaction cost of enterprises.

Property management company is a "high contact" industry with "people" as the center. How to manage the relationship with owners and non-owners is a difficult problem for all property management companies. Whoever solves this problem first will take the initiative in the market competition. After China's entry into WTO, the challenges faced by property management companies will be more severe. We should seize the current favorable opportunity, establish a customer relationship management mechanism, enhance the company's competitiveness and shape our own brand.