The Research On Customer Relationship Management Of Taho Real Estate Company

From 1998 to 2018,the real estate industry has experienced 20 years of rapid development since the housing reform,and has also entered the "Silver Age" from the "Golden Age".Undoubtedly,these 20 years are the era of "incremental development".With the development of economy and the change of population structure,since 2018,"stock management" has also begun to take the stage.The environment faced by real estate enterprises has undergone tremendous changes.A turning point has come again: customers are gradually rational,mature,and can get more.Adding symmetrical information;increasing the number of competitors in the same industry;serious homogenization of products;more and more fine government regulation.The traditional real estate marketing-transaction marketing should adapt to the change from market to relationship marketing,which pays more attention to customer experience.The competitiveness of enterprises lays more emphasis on the demand for products and services,which is directly reflected in customer satisfaction and loyalty.Housing has changed from traditional residential needs to living needs.Besides the requirements of products themselves,the ancillary facilities,services and derived quality of life are all required.In the early stage,only focusing on customer service mode should be upgraded to customer relationship management mode,which is very important for real estate enterprises.Taho Real Estate Company has been adhering to the concept of "cultural residence in China" for more than ten years,developing a series of "courtyard" products,adhering to the "quality strategy",not making fast food restaurants,committed to providing the best products and services to customers,and has also made great efforts.In 2017,the Group formally put forward another strategy of "Taho+".The main purpose is to provide the best supporting services through medical treatment,education,pension,financial insurance,commerce and so on,to provide customers with the best products and life.With the development of company scale,it is found that customer satisfaction and loyalty to Taho are not high,and Product-Side problems are frequent.Through the methods of strategic analysis,social investigation,business practice,case analysis and literature analysis,from the perspective of external environment and social investigation,this paper analyses and studies the current situation and problems of customer relationship management in Taho Real Estate Company: customer satisfaction is at the industry average level,product delivery with illness,service.All depends on the improvement of the level of property companies.After further understanding,we found that the company's customer relationship management strategy positioning and objectives are not clear;the group headquarters lacks customer relationship organization structure and business system;the business is backward,the front-end is insufficient for product risk control;and there are deficiencies in service positioning,service design,service brand packaging and output.In view of the above situation,from Taho's customer satisfaction survey results as a starting point,we propose a customer-oriented "life cycle scenario" service system to build the service management strategy,as well as the corresponding top-level design of customer relationship management business.Starting from strengthening product management and service management,we can design business and process system,set up team and build information system,so as to realize the building of service brand.After about one year's practice,our practice has been proved to be effective,the company's customer satisfaction has been improved,and customer relationship management has been on the right track.This practice also provides valuable experience for the practice of customer relationship management in the real estate industry.