Differentiated management and innovation of real estate services?

Service differentiation is a way for service enterprises to distinguish themselves from their competitors in terms of service content, service channels and service image, so as to beat their competitors and gain a firm foothold in the service market. The purpose is to highlight their own advantages through service differentiation and distinguish them from competitors.

When there is no significant difference in products provided to customers, the key to success lies in the differentiation of services.

First, the characteristics of real estate service differentiation

The differentiation of real estate services is more difficult than ordinary commodities. Because real estate products are high-value commodities used for a long time, the use of real estate products requires long-term and thoughtful standardized services, so professional services are generally provided by property management personnel independent of developers. Therefore, there is little room for real estate developers to provide differentiated services.

1, service complexity of real estate enterprises

Real estate enterprises can measure and evaluate their services in the form of service packages. This service package refers to the combination of a series of products and services provided in the knowledge economy environment. Specific analysis, the service package of real estate enterprises should include the following four aspects:

(1) Supporting equipment Supporting equipment refers to the material resources that must be put in place before providing services. For real estate enterprises, supporting equipment mainly refers to the real estate they develop and sell. This is the core service of real estate enterprises. There are many factors related to this supporting equipment, including the location of the building, convenient transportation, construction quality, architectural appearance characteristics, greening, etc. Huxing structure, water and electricity supply and so on.

(2) Auxiliary items Auxiliary items refer to the material products purchased and consumed by customers, as well as items brought by customers, such as interior decoration, furniture, electrical appliances, real estate licenses, land certificates, etc.

(3) Explicit service Explicit service refers to those benefits that can be perceived by the senses and constitute the basic or essential characteristics of service, including the professional quality of service personnel, providing bank mortgage loan services, assisting customers to obtain real estate licenses, property management, after-sale repurchase, complaint handling, service norms and systems, and so on.

(4) Implicit service Implicit service means that customers can vaguely feel the spiritual harvest brought by service, or the non-essential features of service, such as the popularity and social image of real estate enterprises, the service attitude, safety and convenience of property personnel, etc.

Such a complete service package constitutes the whole service system provided by real estate enterprises to customers. In order to improve the service level, real estate enterprises should decompose and explain the specific elements contained in the service package in detail when developing projects, and give specific service objectives for these related contents.

2. The service customization of real estate enterprises is low.

The particularity of the services provided by real estate enterprises makes it difficult to customize them for the needs of a single or a few customers. However, in today's buyer's market conditions, customers' consumption behavior is becoming more and more mature, and the characteristics of real estate products determine that customers' repeat purchase rate is extremely low, so customer demand must be the focus of real estate enterprises, and real estate enterprises should improve their customization as much as possible, such as designing a variety of different apartment types for various customer groups, minimizing the use of partition walls, and giving customers more space to personally design and transform apartment types.

3. Non-independence of service products of real estate enterprises.

Because the real estate enterprises provide customers with a complex service package, many elements in this service package involve other enterprises and institutions, so real estate enterprises need to carry out a lot of alliance cooperation and resource outsourcing activities, and their service dependence is very strong. This non-independence makes it very difficult to control the service quality of real estate enterprises.

With the rapid development of information technology, customers' demand for high-quality and personalized services is increasing day by day, and the connotation of real estate services is constantly changing. Only by constantly studying the changes of market and customer demand, establishing the management concept of "customer-centered", and actively carrying out continuous service innovation activities, can real estate enterprises obtain high knowledge added value and high return customer loyalty in service development.

Second, real estate service innovation is a sharp weapon of differentiated competition.

Service innovation is usually associated with product distribution, customer interaction, quality control and service guarantee. It includes not only transforming new thoughts and ideas into new or improved services, but also changing the existing organizational structure to introduce new services. Because of the complexity of real estate service itself, the service innovation model of real estate enterprises should be an interactive system that integrates several basic elements of service innovation, which includes four dimensions: ① new service concept, that is, providing innovative service content; ② New service interface, that is, designing the interface between service providers and customers; ③ New service delivery system, that is, providing customer service in a new way; ④ Technology selection, that is, the change of service concept, interface or delivery system caused by the change of technology, is the center of the analysis and research of the whole service innovation model. But in the final analysis, the service innovation behavior of real estate enterprises, like other industries, is based on their own ability and grasp of customer needs, based on their own information and knowledge.

◆ Four dimensions of service innovation of real estate enterprises:

1, service concept innovation of real estate enterprises

"Conceptual real estate theory" is a brand-new service concept widely respected by real estate enterprises at present. China's real estate enterprises should try to start with this concept innovation and innovate the service concept according to the grasp of market demand, so that real estate development projects are endowed with distinct themes and concepts and are in a favorable position in the competition.

For example, a large number of hotel-style apartments for single young white-collar workers are innovations in this concept. The innovation of this concept is that there are a large number of single white-collar workers who have worked in cities for 3-5 years. They have certain requirements for home ownership, but the price they can afford is limited and their lifestyle is unique. In view of this customer group, some real estate enterprises have developed super-small apartments with rentable and habitable hotel-style apartments. They are often located in the city center, with relatively low total price, emphasizing living environment, taste and comfort, and complete services, so they are especially suitable for urban fashion single young white-collar workers.

2. Service interface innovation of real estate enterprises.

The second important dimension of service innovation of real estate enterprises is the innovation of service interface, which refers to the interactive interface between real estate enterprises and customers.

Due to the particularity of real estate enterprises, the intangible degree of real estate services is low, and it is relatively difficult to innovate the service interface. However, at present, many real estate enterprises have begun to try to use information technology to carry out innovative activities in customer service. The customer service of real estate enterprises mainly includes the following functions: customer information resource management, customer complaint acceptance and handling, customer online marketing management, member club management and legal management. Through information technology, real estate enterprises can completely surpass the traditional customer interface and use innovative interfaces such as network and telephone to change the way that service personnel directly contact customers in the past, and finally improve the convenience and agility of real estate services.

3. Real estate enterprise service provision system innovation.

The innovation of real estate enterprise service provision system refers to providing real estate services to customers in various new ways. It emphasizes the internal organizational arrangements and adjustments needed to ensure that real estate service personnel can complete their work normally.

For real estate enterprises, establishing a customer service center is a common way to innovate the service delivery system. In the face of fierce market competition, some real estate enterprises gradually realize that service is not just about handling customer complaints, so they set up special customer service centers to integrate information and resources scattered in all corners and links of enterprises, improve their sensitivity to emergencies and prevent incidents from escalating and worsening; Customer service is systematic, standardized and streamlined to improve the overall customer satisfaction.

4, the technology choice of real estate enterprises

The service technology of real estate enterprises refers to the sum of all operational means and methods necessary for real estate development, operation, management and service, and its content is quite complicated. It is generally believed that real estate service technology consists of hard technology and soft technology. Hard technology mainly refers to the essential material conditions of the real estate industry, including infrastructure, development tools, construction equipment, measuring instruments and so on. Soft technology mainly refers to various management means and service means of real estate industry, including industrial policies, laws and regulations, market mechanism, information system, credit evaluation and so on.

The technological choices of real estate enterprises are varied. Taking information technology as an example, real estate enterprises can use information technology to establish a customer information system that meets the needs of modern companies and supports enterprises in customer relationship management, so as to ensure that relevant customer information can be continuously obtained and updated through daily operations and operations. For example, when providing real estate services, the service personnel of the sales center enter all the basic information of customers who come to see the house, so as to analyze and understand the age stage, family status, demand type and other factors of potential customers and adopt targeted marketing methods. In addition, real estate enterprises need to effectively integrate and analyze the information of all owners, and provide personalized services according to their different characteristics, so as to improve the satisfaction and loyalty of owners. For real estate, a service industry that basically belongs to one-time consumption, the satisfaction of owners has little effect on re-consumption, but whether they are satisfied will directly affect the reputation and prestige of real estate enterprises, as well as the development and attraction of real estate enterprises to other customers. Therefore, real estate enterprises need to constantly choose and adopt various new technologies, improve customer service satisfaction, and finally enhance their core competence and competitive advantage.