The Application Research Of Customer Relationship Management(CRM) In Real Estate Development Enterprise

China has in the stage of a buyer’s market, competition from the "resource competition" and "products" to "customer competitiveness." The essence of business is to have customers, value for customers.CRM advocated "customer-centric" business philosophy, is a new business strategy and business model to enhance customer satisfaction and loyalty, formed the core competitiveness of enterprises. CRM from the height of the overall operation of enterprises, the customer-centric systems integration and innovative business ideas, management models, business processes, product design, service standards, such as system, a comprehensive customer service to enhance customer value, improve customer’s satisfaction.China’s real estate industry as a pillar industry of China’s economy one of the 30 years of reform and opening up has been made more prominent achievements, forming a very strong Chinese characteristics. The future competitiveness of the real estate market, after the land to win, after winning products, customer information will transition to competition, competition in customer satisfaction, customer service means to the competition. In October 2001 from the investment real estate in Shenzhen to try to start the beginning of CRM, the CRM practice of real estate industry has gone through eight years, but does not CRM real estate industry in the desired value and role.Against this background, this article from the following two purposes of research on real estate enterprises to.play a full CRM knowledge and reference.1, A comprehensive, systematic combing of the prevailing circumstances, and its implementation CRM system, CRM understanding the formation of the system and summarizes the implementation of CRM misunderstandings, correct implementation of the key elements and steps to create an operational model for CRM. 2, Combined with the current characteristics of the real estate industry, CRM implementation of the present situation and existing problems in this particular against the real estate industry and the implementation of special products, systems and methods CRM, CRM summing up the implementation process is currently susceptible to the problem, summed up CRM to promote the successful implementation of the steps, methods, key factors, the evaluation system.This article is for other scholars in the CRM system of concepts and theories on the basis of the review of the largest real estate development in Chengdu local business CRM system into the process, and with the relevant exchange and communication, the grooming system and systematic summary of and for real estate enterprises with a certain idea of the value of innovation, the ISO9000 quality system model and the implementation of CRM system implanted in the organic integration of the method, forming a closed loop, to promote effective implementation of CRM. The main formation of the following points:A, CRM operating the enterprise level is the concept of innovation, business model changes, management changes, the need for full understanding of business, "customer-centric" concept, systematic planning, goal setting, planning and arrangements, carding process, technology the introduction of software support, full participation and implementation.Second, the Chinese real estate development enterprises to attract customers faced with rising costs, is not an effective customer focus, needs and concerns of the owners change, rights awareness, the concept of the lack of services, technical means of backward, complaints increased, the implementation of CRM can not get the desired results such as the status quo.Third, instead of the real estate business CRM marketing, sales and customer service matters, CRM implementation requires planning and design from the properties for sale, quality control, sales and services to start the whole process; the need for system planning, goal setting, the concept of indoctrination process optimization, technical support and other key points in the control, integration of the implant ISO9000 quality system approach, select the appropriate model CRM business needs to establish the effect of cost control system and evaluation system.