Real Estate CRM system, a difficult to eat the fruit
Customer management, in today's economic community is already accustomed to doing this. We report the goods into the phone's serial number, you can know the buyers, maintenance time, maintenance records, and so forth, is really a system benefit both buyers and sellers. Customers, large and small companies that will be their lifeline in the hope of introducing such a "comprehensive customer relationship CRM system." However, the current market view, directly in the real estate industry is very difficult to use this system, which is like a person who does not climb trees, watching the garden trees, beautiful fresh fruit, it is difficult for a real treat.
Before the burst of real estate insiders have seen a friend's article entitled "one can not eat fruit," the article, the article is to analyze the effect of today's domestic real estate companies to the current business situation more difficult to direct application of CRM . Many enterprises in the internal customer relationship system and the system is not perfect, customer relationship processes is not clear, monitoring mechanisms in place, service means a single, customer service, low awareness of the case and pursuing the beautiful scene depicted CRM, hoping to raise it up fast The purpose of the competitiveness of enterprises, but often it did not, not at the stage Destructive Enthusiasm is caught in a dilemma.
Create customer service system is the fundamental
Nearly two years, more and more real estate developers unanimously to highlight customer service as a business. Vanke Real Estate customer, like a smile, the real estate customer service in the sea, the golden years of Customer Satisfaction Group, China Resources to build a large customer service system, Pearl River real estate to customer service in the end shouted slogans and so on; we can predict the future period between the real estate market, developers, service war will be inevitable. Real estate business not only provides our customers a home, but should be a way of life; service is the essence of the real estate industry. Enterprises mainly rely on traditional customer service system business piecemeal, hammering, bit by bit as customer service. Are often major problems when the customer relationship, the firm was saved for emergency deployment of resources to serve as team members. This sense of service, customer service system will face increasing market challenges.
We say that real estate enterprises to enhance their ability and level of customer service,
* Enterprise-level system, a unified service concept is the key
* Integration of scattered services resources is the key
• Information symmetry, the customer timely communication is key
* Customer-focused and improve customer service system is the key
Typically, a complete real estate customer service system should include the following:
1, customer data management and analysis system - customer service support platform
The establishment of real estate customer database, and effective use of information stored on the client for scientific and systematic management and analysis, through continuous customer service, so as to achieve increased customer satisfaction and achieve the purpose of resale of real estate products, The form of real estate data service supporting platform for customers. Real estate database contents include: customer's basic family situation, such as name, age, family income, housing conditions, education, employment, community activities and other static information; Fan Ying clients on real estate of trading, such as the purchase of real estate time, area, amount and frequency of participation in various promotional activities, the dynamic information; customer service to track information such as customer complaints, customer proposals, client warrants, customer occupation, property services, dynamic data. Enterprise customers on every reality and will expand the potential customer's information to be collected, screening, sorting and compilation, build customer data tracking card, the one to one management.
2, customer service processing systems - customer service operations platform
Customer service relies on the processing system is a customer service center organization, at any time ready to go to the first line of customer service the rapid reaction force, customer comments, complaints, dissatisfaction rapid response, and to be properly addressed. It includes customer service and customer retention passive active service two systems. Passive perfect customer service system, including a one-stop complaint handling mechanisms; trace through a real estate sale, housing used to detect problems and take appropriate measures to properly handle, while customer complaints quickly solve the problem. Active customer service system to retain the idea is to change the passive service after active service in advance. Membership organizations such as the establishment, on a regular basis the owners return activities; prospective clients prospective owners to launch special service, a client involved in the design and implementation of supervision, to ensure high-quality real estate development, so that customers feel the company is and look for the customer, so as to really stay live in the hearts of customers.
3, customer satisfaction monitoring and feedback system - customer service, supervisory platform
Customer satisfaction surveys by post, customers feedback, fully grasp the customers products and services to enterprises attitudes, views, criticisms and suggestions as to adjust and improve the marketing of real estate an important basis for decision-making.
4, customer profitability assessment system - the protection of customer service platform
Real estate companies to increase customer satisfaction the activities carried out by means of increased business investment, and therefore must make a balance between input and output. Customer profitability system task is the lifetime value of real estate clients and customers to spend to maintain a comparative assessment of the costs to customer relationship marketing revenue more than cost, so as to choose the best business marketing management. Should be noted is the need of 收入 emphasizes long-term costs Liu, Er not that of any sum of the profits generated Fangde Chan Exchange; Tongshi to assess the overall customer base of Li Yi Mou Yi gains and losses relationships, rather than stick to the issue of a person.
5, customer relationship management and coordination of control systems - Customer service management platform
Aim is to ensure and enhance customer service efficiency and quality levels. For example, when customer satisfaction monitoring and feedback system, customer information will be fed back to the coordinated control system, which immediately called customer profitability assessment system to assess and propose the best solution, and then sent to the customer service order processing system, which will be implementation.
For the real estate industry, a narrow customer service system as shown below:
This stage, for the vast majority of real estate companies, CRM software system is still difficult to eat a fruit.
But we say,
Not using CRM systems, not necessarily companies can not import the concept of customer relationship management.
Not using CRM systems, not necessarily companies can not "customer-centric" operations.
Customer focus, create perfect customer service system is fundamental.