Research On Customer Relationship Management Of Real Estate Enterprises

Customer relationship management has become a competitive weapon for China’s real estate enterprises to achieve sustained and healthy development.How to deal with customer relationship and establish a sound customer relationship management system is an urgent problem for real estate enterprises.In order to explore the application of customer relationship management in Hangzhou real estate enterprises,and then put forward the countermeasures to optimize the customer relationship management of the real estate enterprises,this paper established the evaluation index system of customer relationship management,taking 15 real estate enterprises in Hangzhou as the object,and using the method of questionnaire survey to present the customer relationship in the Hangzhou real estate enterprise.The form was evaluated.By comparing the current situation of customer relationship management with the customer management system of 15 real estate enterprises in A real estate enterprises,the problems and reasons of customer management are explored,including lack of understanding of customer relationship management,lack of systematic management in customer relationship management,imperfect customer information management system and customer complaint management.After,the customer relationship is homogeneity problem and so on.On this basis,with the ACSI model as the theoretical guidance,this paper puts forward the overall idea of the promotion of customer relationship management for the actual situation of A real estate enterprises,and puts forward specific optimization suggestions from three stages after sales,sales and sales;strengthen the construction of customer information management system;ensure the resource input of customer relationship management;Innovating the way of customer relationship management.Finally,the author proposes to strengthen customer management performance appraisal,and design A real estate enterprise customer management evaluation index system.Through the optimization of the customer relationship management evaluation system of real estate enterprises,this paper aims to further enrich the theoretical knowledge of customer relationship management in real estate enterprises,and provide some theoretical reference and reference for the practice of customer relationship management in real estate enterprises in China.