Study Of SS Real Estate Group's Customer Relationship Management

The political and economic alteration of domestic and foreign countries, the finance method of government, the policy of real estate industry can influence the prosperity of real estate industry. In the new market environment, the traditional process orientation, product orientation, technical orientation, market orientation etc can not make the company have the competition advantages, while the customer relationship management (CRM), as a commercial tragedy which treat customer as a key part, which focus is attract, satisfy and keep high value customer's operation and management, making the customer relationship management in a best condition, and then take effect in later marketing. Therefore, some famous real estate company, such as Wan Ke,China Merchants Property Development,Gemdale Corporation.,Sunshine 100 etc introduce customer relationship management system, building the corn competition on the customer relationship management. But as a new management theory, there are many problems in implementing CMR in real estate industry.Basing on this, this paper studied SS real estate group, discussing the aim and purpose of its applying customer relationship management, analyzing the detailed method and studying the experience and disadvantages of its application. The successful application need the support of organization's transform, from"product-centric"to"customer-centric", requiring reconstruct of organizational structure and process flow, and also requiring adjustment of management structure and resource arrangement to enhance and coordinate the whole CRM. CRM also require technical support and introduce customer segmentation strategy to seek customer value maximum method, and also introduce CRM information system to marketing management system, integrating customer which sign contract and potential customer information, building uniform marketing system, doing unite management in promotion, sale and signing contract progress. Building developer and property management linking CRM, introducing customer deputy system and open customer club to full communication with customer.This paper brings forward that to do CRM, need to improve the current company's performance evaluation system and build the performance evaluation system which is"customer orientation"and carry out the company culture of"customer supreme", making sure that"customer is center"is not only a slogan but practice in detailed work. At last, this paper puts forward that protecting the customer's privacy and engineering management need to study further.