Customer Satisfaction Model Of Real Estate Companies And Its Application

With the further macroeconomic regulation and control in2010, the real estate industry in China from the initial exploration, development period gradually gets into the full integration phase. Facing the more difficult management environment and more fierce market competition. The real estate companies are increasingly feel urgency of fully understand customer needs and make personalized resources optimization allocation of work. Pushing the sales model updating and transformation, and improving their own core competence are imperative.In this context, understanding customer needs and fighting for the customer, making customer relationship management work are major real estate companies’ top priority. CMPD Guangzhou, as the pioneer of the customer management, how to effectively, understand customers’needs, realize customer relationship management plan, organization, coordination and control, make serve series work, normalization, standardization and systemization, how to effectively distribution, use of the present resources, and know the changes of consumer demand, develops project supervision and evaluation of the company product and the service, which has become the most important issues.With the thinking of those problems, this text at the basis of domestic and foreign customer relationship management innovation theory, using many kinds of methods such as questionnaire survey and empirical analysis, watches CMPD Guangzhou customers as the research object. This paper, by using index model, overall satisfaction model, structure equation model and other scientific method, comprehensive analysis of the form and the questionnaire survey and survey data analysis the results of the survey, which is concluded that the main customer satisfaction influence factors, including community planning, including housing design, sales service, the floor service.Then according to the research results of the customer’s needs and customer segmentation at the background of global integration mode, through the analytic hierarchy process, innovative design overall satisfaction model for CMPD Guangzhou, derive a comprehensive set of index system, satisfaction model, with the trial practice, each customer satisfaction index score of CMPD Guangzhou has a larger ascension. The company adopts a series of brand and service measures, and be assisted with safeguard measures, continuously improve ability of customer needs and customer experience, and finally achieve the grasp target of the customer satisfaction, at last greatly raise customers’ satisfaction and loyalty.This paper expounds building method, the idea of constructing, process of construction, the pilot application, comprehensive promotion and evaluation effect process of CMPD Guangzhou’s overall customer satisfaction model. At the same time, gives corresponding suggestion to future ascending direction of the CMPD Guangzhou’s overall customer satisfaction model. All these can bring good reference to customer service of real estate industry progress.