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Five steps to improve customer relationship management in real estate enterprises
Customer Relationship Management (CRM) is a set of management system aimed at improving the relationship between enterprises and customers. Through the value management around the customer life cycle, we can improve customer loyalty and retention rate and realize the continuous contribution of customer value.
The author believes that the construction or promotion of customer relationship management system of real estate enterprises can be carried out in the following five steps.
Step 1: Customer Relationship Management Positioning
The so-called positioning of customer relationship management is to define the value point and development stage of customer relationship management.
Sepp believes that customer relationship management of real estate enterprises can be divided into four stages: post-processing stage, process management stage, whole process management stage and comprehensive management stage (figure 1). Different stages correspond to different work priorities, such as post-processing stage, which is mainly responsible for handling customer complaints, and basically does not involve pre-intervention work in design, engineering and other stages.
Step 2: Customer Sensitive Point Planning
Customer sensitive points refer to the factors that affect the customer's feeling or use, including the direct contact points of customers, such as whether the sales progress of real estate can be truthfully introduced, whether the unfavorable factors around the project can be publicized, and also the factors that indirectly affect the customer's feeling or use. Generally speaking, customer sensitive points mainly include customer risk points, customer value points and customer contacts.
Different positioning in the stage of customer relationship management will lead to different areas of concern for customer sensitive points. In the post-processing stage, it mainly reflects the contact points and risk points in the process of customer complaints after delivery, such as complaint response cycle, customer service quality, customer group complaint risk prevention and so on. In the whole management stage, the specialty of customer relationship management is involved in design, engineering and other links in the early stage, paying attention to customer experience and functional requirements, and putting forward corresponding suggestions from the customer's point of view, such as the convenience of apartment use, the laying quality of concealed works such as pipelines, and the quality of fine decoration materials and components. In the overall management stage, the work of customer relationship management extends from one major to related majors, and each major integrates customer value ideas and refines the customer sensitive points of this major. For example, in the project design stage, the design specialty itself should conduct internal audit from the perspectives of design function, design quality and ease of use to ensure that it meets the needs of the target customer groups.
The planning and combing of customer sensitive points is based on the positioning of customer relationship management, focusing on customer needs, combining with real estate development nodes, and analyzing and discussing point by point (design, marketing, cost and engineering majors participate according to the situation). It should be noted that when sorting out customers' sensitive points, they will learn from the practices of benchmark enterprises more or less. However, some benchmarking companies have summarized some product defects and incorporated them into product design standards, which may not be reflected in their customer sensitive database.
Step 3: Master the process planning of customer relationship management specialty.
According to the positioning of customer relationship management, combined with customer sensitive points, the responsibilities and processes of customer relationship management specialty in the whole development value chain are clarified, and the customer sensitive points involved are sorted out and refined into operating standards.
Different positioning in the customer relationship management stage leads to different professional responsibilities and processes. For example, in the post-processing stage, the professional work of customer relationship management only includes complaint handling and engineering maintenance warranty management module; In the whole process management stage, not only the sales stage and delivery stage work modules are added to the general flow chart, but also the pre-intervention work module is added, which requires the customer relationship management professionals to have certain comprehensive coordination project management ability and professional interpretation ability of design and engineering.
In process planning, it is necessary to clarify both the professional interface and the coordinated working mode between professions. For example, the pre-intervention design of customer relationship management specialty needs to determine whether the participation mode is to directly review the drawings of customer relationship management specialty and make suggestions, or only provide product defects for design specialty reference, or other ways.
Step 4: Optimize key operation modules.
Starting from the general process of customer relationship management, combined with the actual situation of enterprises, the operation methods of each module are discussed in detail, so as to ensure the system landing and enhance customer value.
1. Early involvement of customer relationship management specialty
Pre-intervention means that before the product is delivered, the customer relationship management major participates in testing the product process results from the customer's point of view to ensure that the product finally meets the functional, usage and visual requirements of the target customer group.
The author believes that with the development of enterprises and the improvement of the professional ability of customer relationship management, the development path of early intervention can be divided into three stages:
(1) Summarize the cases of product defects and feed them back to relevant majors for reference;
(2) further refining? Red line? Indicators (such as Blu-ray real estate? Habitat red line? ), into the product design or construction standards, through the simulation acceptance and post evaluation to check the application;
(3) Strengthen the ability to read drawings, actively put forward professional opinions from the customer's point of view according to the characteristics of the project, and improve product quality.
2. Risk assessment
Risks related to customers in the process of real estate development can be divided into sales stage risks and housing delivery stage risks by stages. Usually, it is coordinated by the specialty of customer relationship management, with the participation of related majors such as design, engineering and marketing, and it is checked and rectified before sales or delivery.
(1) The sales stage includes planning points, environmental assessment, contract drawings, sales brochures, unfavorable factors outside the red line and other risks, covering advertising, on-site display, sales signing and other links. In addition, it should be noted that the project sales process, including the modification and increase of sales models and other props, and the increase in the production of sales promotional materials may also affect customer commitments, so professional audit of customer relationship management is needed.
(2) The risks in the housing delivery stage mainly include laws and regulations, contracts, sales commitments and product quality. The delivery risks of laws, regulations and contracts generally include whether various licenses can be pressed. Planned completion time? Normal acquisition? Major design changes, major engineering quality hazards, and serious delays in construction progress? Eliminate risk factors. Sales commitment risks generally include project supporting facilities, sales advertisements, personal commitment to customers and other risks. The risk of product quality delivery is mainly aimed at common engineering problems or design defects, such as fine decoration and major concealed works.
3. Delivery and centralized rectification
In order to ensure the smooth completion of housing delivery and improve customer satisfaction, on the one hand, we should standardize the housing delivery process and organize the delivery site work; On the other hand, we should make preparations in many aspects: multi-disciplinary joint risk inspection and simulation acceptance to eliminate hidden dangers; Hold an open day at the construction site to solve the problems raised by customers in advance; Customers make arrangements, make plans and guard against risks.
(1) Internal simulation acceptance focuses on common or key quality problems. According to the implementation of the project, it can be carried out in stages: during civil construction, it is important to check civil problems, such as whether there are major quality problems such as large-scale hollowing and serious cracks; When installing pipelines and equipment, check and accept parts and electrical facilities. Before handing over the house, mainly check the final look and feel, color difference and sanitation of the house.
(2) On-site open day means to show the construction process of residential products to customers in the form of on-site visit experience, and customers will rectify the problems in time and release the delivery risks in advance. Generally speaking, the premise of the site open day is that the site has a complete access to the real estate, and there is no risk of falling objects and working at high altitude; Wet operation and equipment in indoor public areas are completed, which can operate normally to ensure the personal safety of the owner; Indoor wet operation, wood operation and power supply in lobby, elevator hall and public corridor on the first floor are completed; There are no obvious major quality problems.
(3) Before delivery, customers need to be sorted in advance. List key customers, unified rhetoric, questionnaires, etc. ; At the same time, formulate plans, clarify posts and responsibilities, establish emergency plans, and strengthen drills.
4. Engineering maintenance warranty
There are two problems to be discussed in real estate engineering maintenance management: one is the ownership of the main responsible department of engineering maintenance, and the other is how to implement the process smoothly.
(1) The responsible departments of engineering maintenance are different, mainly customer service department, property management company or engineering department. When determining the department responsible for engineering maintenance, enterprises need to comprehensively consider the regional development strategy of enterprises, the current project management model, the technical level of customer service or property personnel, and so on.
(2) The engineering maintenance process needs to pay attention to the response time and maintenance quality. For example, if there is water leakage, you should rush to the scene at the first time; For structural cracks, large-scale hollowing cracks, repeated maintenance, unclear responsibility boundary, and the owner's refusal to hand over the house, it is necessary to conduct on-site investigation and confirm the scheme to ensure the maintenance quality.
5. Complaint handling
The complaint handling of real estate enterprises needs to strengthen the following aspects:
(1) Complaints should be handled at different levels, with different levels of complaints corresponding to different levels of supervisors, so as to ensure adequate handling and customer satisfaction. For major group complaints or potential crises, it is necessary to promptly warn and escalate according to the situation.
(2) unify the links and standards of complaint reception, strengthen the telephone access link and the training of relevant personnel, including how to appease customers' emotions and how to quickly judge and inform relevant personnel.
(3) Complaints against emerging Internet social media (Weibo, etc.). ) It needs to be discussed and confirmed with the public relations management department.
(4) When compensation is involved, pay attention to obtaining evidence.
6. Customer relationship maintenance and management (including customer meetings)
Many real estate companies have established customer associations to maintain customer relationships, and few have done well. The author thinks that the premise of customer association operation is to clarify the relationship between customer association and sales and brand. Here, I want to share some practices of enterprises: Vanke Club of Vanke is operated by the sales department. On the one hand, it serves brand promotion and holds a large number of activities, such as community sports meetings; On the other hand, in order to directly serve marketing, we organized activities such as through-train house viewing and advance subscription through the way of customers meeting members. The investment promotion meeting of China Merchants Real Estate is managed by the Customer Relationship Management Department, which mainly serves brand promotion and does not involve sales, and creates brand activities such as recruiting chamber of commerce boy scouts and senior universities.
7. Defect feedback and quality improvement
The feedback and summary of organizational defects of customer relationship management specialty should pay attention to the following two points:
(1) Not only list the contents of defects, but also describe the problems and hazards.
(2) Customer relationship management majors should organize majors such as design, cost and engineering, and * * * will share defect cases? Translation? Become? Professional language? , so it can be applied to? Pre-intervention of customer relationship management major? Module.
Step 5: Customer Satisfaction and Performance-driven
Whether the customer relationship management system works well is reflected by external factors, that is, customer satisfaction. Therefore, it is necessary to establish a performance evaluation system with customer satisfaction as the core, and drive the continuous improvement of customer relationship management system.
The core work of customer satisfaction is not evaluation, but improvement. Aiming at the weak links of customer satisfaction, this paper analyzes the performance of various professional indicators and the problems behind them, puts forward improvement measures, and defines the completion time, assessment standards and responsible persons.
summary
The construction of customer relationship management system is a systematic project. What is the positioning of customer relationship management? Customer sensitive planning? Master process planning of customer relationship management specialty? Key management and control module optimization? Customers are full.
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