Analysis on Customer Management of Property Service

I. Property management service and its customer relationship

Property management refers to the maintenance, repair and renewal of buildings and equipment, public facilities, greening, sanitation, transportation, public security and environmental appearance of the property, and provides comprehensive paid services to property owners and users. Property management is the tertiary industry with service as its core.

? In-service management? Providing high-quality and efficient services for property owners and users is the foundation of property management, and service is the most essential feature of property management.

From the perspective of service marketing, property services can be divided into high contact services, medium contact services and low contact services. Customer retention refers to the management means to prolong the maintenance time of customer relationship and enhance customer loyalty, so as to improve customer retention and increase customer share. Customer maintenance can directly increase corporate profits and save the cost of developing customers.

Second, the application of customer relationship theory in property services

1. customer satisfaction theory

Customer satisfaction is a level of feeling state, which comes from the comparison between customers' perceived performance of products or services and customers' expectations. Customer satisfaction is a function of the difference between performance and expectation, which is expressed by a mathematical formula: satisfaction = perceived performance/expectation.

The realty service enterprise shall conduct regular customer surveys to timely reflect the owner's satisfaction with the existing services, the owner's new demands and the owner's complaints. According to the situation reflected by the owner, adjust the enterprise service, strengthen the training of service personnel and improve the service quality, thus improving the satisfaction of the owner.

2. Customer life cycle theory

(1) customer life cycle

Customer life cycle is the whole process from the establishment of business relationship between enterprises and customers to the complete termination of the relationship. Customer life cycle can be divided into four stages: investigation period, formation period, stability period and degradation period. The relationship between investigation period, exploration period and experiment period; Formation period, the rapid development stage of the relationship; Stable period, the highest stage of relationship development; Degeneration period, the stage of relationship level inversion in the process of relationship development.

(2) Life cycle model of property service customers.

① The customer relationship broke down during the investigation period or the formation period, and it was impossible to enter the stable period.

The most common situation of residential property services is that property service enterprises cannot form cooperative relations with owners and owners' committees within a short time after entering the residential area. If the owners are dissatisfied with the quality of property services or question the rationality of property fees, the property service enterprises will be dismissed as soon as they enter the community.

② Customer relationship can go through investigation period and formation period, and enter a stable period, but it will soon enter a degradation period.

Property service enterprises can provide high-quality services and establish good relations with owners quickly, so as to enter a stable period. This kind of property service enterprises belong to high-quality enterprises, and the satisfaction of owners is relatively high, which is common in the management of high-quality property communities, apartments and commercial buildings.

③ Customer relationship can not only enter a stable period, but also maintain a long-term stable relationship.

This is an ideal model for property service enterprises, which can not only establish a good initial relationship with the owners, but also maintain a long-term sustainable relationship in the service process. Due to the immovability of real estate, property service is also an activity with a cycle of several decades, and it is difficult to reach a coordinated relationship with the owners in the whole process. Therefore, property services should increase emotional investment and service quality investment in order to achieve a sustainable relationship with the owners.

Third, the customer retention strategy in property services

1. Increase emotional input and realize corporate branding.

Property service is a service industry that communicates with people. From the daily maintenance of residential quarters to providing special services for owners, every link involves service personnel who deal with owners, so it is very important to establish a relationship of trust, communication and understanding, and emotional communication is an inevitable requirement for the in-depth development of the relationship between the two parties. In the face of the increasingly prosperous property service market, the demand level of owners has been greatly improved, and they tend to choose brands, and the differences in preferences are enhanced. The establishment of owner's brand loyalty depends on the image of the enterprise in the public mind. Only when the owners have a deep impression and strong affection on the property service enterprises will they become corporate brand loyalists. Branding of property services is an inevitable trend of the development of the property industry.

2. Pay attention to owners' complaints and enhance owners' loyalty.

Complaints and complaints indicate that services are inadequate. Enterprises should pay attention to the complaints and complaints of the owners, communicate with the owners, find out the shortcomings of the enterprises, and improve the service quality through improvement.

3. Establish a call center

Call center is an operating place that can automatically and flexibly handle a large number of different incoming and outgoing telephone services and services by making full use of IVR (Interactive Voice 800 Call Center Flow Chart Response System), ACD (Automatic Call Distribution System) and other modern communication and computer technologies. After dialing into the property service hotline through mobile phone, telephone, fax machine and IP phone, customers can choose self-service inquiry, repair service, complaints and suggestions, gift purchase and exchange, manual service and other services according to the voice navigation of the system. This not only ensures the real feelings of customers, but also supervises the timeliness and standardization of services, which will greatly improve the service level of the property to customers.

4. Establish the owner database

In the process of customer maintenance, property service enterprises should pay full attention to the establishment and management of customer database, pay attention to the use of database for customer relationship management, apply database to analyze the current situation of customers, and make service preparations according to customer needs and equipment and facilities. Property services involve not only hardware services, but also software services. The maintenance of residential facilities, the maintenance of health and safety in residential areas, the provision of special services for owners and other tedious services all need a system to plan as a whole. The object of property services is also hundreds of owners, and each owner's situation and needs are different. From this aspect, it is also necessary for property service enterprises to establish an owner database to plan and arrange the overall service.