Research On Customer Relationship Management Of A Real Estate Development Enterprise

After decades of development,the real estate market has been developed to be more and more mature.The relationship between supply and demand in the market also changes constantly with the development of the market.How to gain the trust of consumers and occupy a place in the fiercely competitive market has always been the core issue for real estate enterprises.As the previous product-oriented,quality-oriented and marketing-oriented management concepts has been unable to meet the needs of customers,at present,the new "customer-centered and demand-oriented" customer relationship management,which focuses on the core value of customers and stimulates the recognition of consumers,emerges at the right moment.Introduced in this paper,the theoretical research focuses on customer relationship management.It introduces the customer relationship management methods,including customer relationship management,customer life cycle,customer segmentation,customer demand mining,and customer service and so on.Through studying the customer life cycle,this paper analyzes the characteristics of customers in different life cycles such as potential customers,target customers,mature customers,etc.,in order to clarify the customer relationship management methods at various stages.Through studying the customer segmentation,it analyzes different attributes,behaviors,and differences in preferences to adopt different sales strategies;through exploring the customer needs,it aims to develop products that meet customer needs.In this paper,it mainly combines the main practices of company A's customer relationship management and summarizes the experience of customer relationship management,that is,by carrying out customer segmentation,customer demand surveys,customer care activities,and customer satisfaction surveys,etc.,to achieve corporate brand influence,product improvement,demand satisfaction,service influence,etc.,thereby improving product quality,improving customer satisfaction,and meeting market needs.In this paper,the customer relationship management is divided into three stages:pre-sale,in-sale and post-sale.At the same time,company A's experience in customer relationship management is summarized with case study.Based on the problems existing in the customer relationship management of company A,it points out the shortcomings of the management concepts,management methods,system construction,and talent use in customer relationship management.In order to do well in company A's customer relationship management,combining customer relationship management theory with company A's actual situation,it proposes to targetedly formulate effective solutions to build good customer relationships from the aspects of strategic awareness,system construction,system guarantee,and means innovation,thereby improving company A's customer satisfaction and loyalty,accumulating customers,locking customers,occupying market share,and obtaining economic and social value.