How to write the innovation of property service?

Some thoughts on the innovation of property management service

Property management is an industry that accepts the entrustment of owners and users, maintains and manages houses, equipment, facilities, sites and environment according to the entrustment contract of property management, and provides comprehensive services to owners gathered in this property. The maintenance and management of houses, equipment, facilities and site environment is a routine service of enterprises and also a guarantee service. Providing comprehensive services for all owners and users, that is, innovative services, is the development direction of property management enterprises, and it is also an important embodiment of the level of enterprises in the fierce industry competition. ?

1. Meet the diversified needs of owners through service innovation?

Service innovation does not mean that the newly launched service projects must be unprecedented and unheard of. As long as it is a service project that has never appeared in this community, or although it is not a new project, redefining and giving new service content can still be considered as service innovation. ?

Taking residential property as an example, there are numerous service items.

For example, laundry, tailoring, entertainment, fitness, catering, retail and so on, although there are many services, it should be clearly seen that not all projects are feasible in any community, and not all projects are popular in any community. Because the situation in each community is different, the people who live there are different, and the business opportunities are different. In addition, with the rapid operation of society, the needs of owners and users are also changing, so the service items should also change accordingly.

At the same time, through market investigation, summary and analysis, the original service items will be re-evaluated, and measures such as improvement and abandonment will be taken for those services that have no market or are dissatisfied with residents. Therefore, the determination of service items should be carefully considered and strictly analyzed through a scientific step, and the most critical link is "market mining". ?

"Market mining" is to understand the needs of households, so as to open up the service market and increase service items. Because the residents' needs are not expressed on the surface, even the residents themselves have no direct expression, so the staff of property management companies need certain methods to mine their demand information.

1. Analysis of clients: The industry we are engaged in is a service industry, emphasizing "people-oriented". Property management used to be simply considered as the management of houses and their facilities and equipment, that is, the management and maintenance of real estate, with more emphasis on the intact rate of houses, equipment conditions, large and medium-sized repairs, house acceptance, supporting conditions and so on. However, it is a serious misunderstanding to regard all aspects and multi-level service objects faced by property management as appendages outside the management subject. ?

In order to develop the service market, a property management company in a residential area recently launched a new service project, but the owners seem unwilling to buy it, and conflicts often occur between the new service project and the property management company. The reason is that this property management company failed to grasp the root. Although property management is called management, it is an out-and-out service industry, serving people, not things.

The residents of each community are different. It is very helpful to analyze their characteristics and the characteristics of these specific groups, such as age, nationality, occupation, economic situation, living habits, family structure, nationality, gender, consumer psychology or consumption concept. If the property management company only starts from its own feelings, does not study the real needs of owners and customers, and forces owners to passively accept services, it will only lead to owners' dissatisfaction and complaints.

2. Analyze data and information: get information from literature. For example, a property management company saw on the online owners' forum that some owners complained that it was time-consuming and laborious to go to the post office to get the parcel, and they had to take two trains. At this time, the property management company should consider negotiating with the post office to set up a postal agency in the community to carry out postal services.

For another example, a residential owner living in the north of the city complained that there is a garbage transfer station next to the residential area, which stinks every day. Some owners even complain that "every day when they open the door, it smells like shit." Seeing the owners' complaints about the environment, the property management company should think that the owners urgently need to improve the environment. In addition to representing owners and developers, as well as environmental protection departments, property management companies can also predict that products that help improve air quality, such as air fresheners and flowers, will be welcomed in the community. ?

In addition, property management companies can communicate with customers, solicit residents' dissatisfaction and suggestions, analyze their internal requirements and formulate reasonable new policies through direct observation, telephone survey, interview survey and owner discussion. ?

Second, implement service segmentation to solve the differentiated needs of owners?

At present, there are frequent contradictions in China's property management industry. The main reason is that the services provided by property management companies are not completely in accordance with the rules of the market, and some owners do not recognize the services provided by property management companies. There are hundreds or even thousands of households in the same community, and these individuals have great differences in property management needs. It is difficult for all owners of a community to accept the same service model and the same charging standard. This requires property management companies to refine the service content and provide corresponding services according to the actual needs of owners, so as to solve the differences in demand.

1. For old communities, service segmentation must be oriented to the needs of owners, and the results after segmentation should be easier to operate. For example, subdivide the services of a project under the jurisdiction of a property management company, first conduct a questionnaire survey on the property management services in the community, and decide what kind of services to provide according to the survey results.

It is divided into two aspects: on the one hand, the service standards and charging standards of basic services, such as setting a number of service standards for park owners, and each service standard corresponds to a service price. However, some basic services, including cleaning, security, maintenance of public areas, etc. , is the basic service of the property community. Therefore, basic services should serve community owners. However, car owners can choose the service standard that suits them and choose the corresponding service price for some special services; On the other hand, all services except basic services. We can set dozens or even hundreds of service contents according to the service capacity of enterprises, announce the standards and prices of these services, and then conduct a questionnaire survey on the owners of residential areas. Finally, according to the survey results, we decide what service to provide, for whom, what standard service to provide and what service fee to charge, so as to determine what kind of contract to sign.

In this way, each owner will maximize their own needs, and the needs of individuals and the needs of the whole community will be organically combined. Because the service items, service standards and service prices are all selected by the owners themselves, the services provided by the property management company will meet the actual needs of the owners to the maximum extent and avoid disputes over property charges to the maximum extent. ?

2. For the prophase property management of new development projects, the service subdivision standards are divided according to the scale, price, supporting facilities of the park and sales targets. For example, a high-grade residential area can include cleaning, security, maintenance and greening of public areas, and even services provided for owners, as well as some routine services in the most basic services. ?

The consumption of property management services is not only high-grade residential quarters, but also ordinary quarters need property management. Therefore, every community needs property management, but the property management company should choose the appropriate consumption standard according to its own actual situation, or solve the most basic problems in the community in other ways. ?

It can be seen that the basic service proposed in this paper is a dynamic index, which depends on the actual situation of the property project. In the actual operation process, it must not be across the board. Especially in ordinary communities, as the most basic service category, it is normal to set several service standards, and the charging standards will be adjusted relatively. For high-end projects, service standards can be improved to provide services with consistent quality and price, but most services can be negotiated with the owners' Committee and charged flexibly to ensure the smooth progress of the later work.