Study on Customer Relationship Management of Real Estate Exploiting Enterprise Based on Customer Lifecycle *

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1 1,2 2 Study on Customer Relationship Management of Real Estate Exploiting Enterprise Based on Customer Lifecycle * HAN Guo bo, MA Jing hua 1 Department of Civil Engineering, North China Institute of Science and Technology,Beijing, ,China 2 School of Mechanics and Civil Engineering, China University of Mining and Technology, Beijing, , China Abstract: Analyzes the essentiality of customer relationship management for real estate exploiting enterprise, and carves up total process of real estate exploiting enterprise executing customer relationship management for four phases including of identifying demand, establishing plan, executing project, finishing project. The paper points out the risk for real estate exploiting enterprises actualizing CRM, and comes out corresponding settling measures. Finally, erects strategic transmission of CRM for real estate exploiting enterprise. It will offer academic reference for real estate exploiting enterprise heightening its management level. Keywords: Property development enterprises, Management on customer relation, Demand and supply lifecycle 1. Introduction Since after entering WTO, it has much furious competition in China real estate marketing. To obtain competition advantage, some real estate enterprises have adopted every sort of measurers, customer relationship management (CRM) is a measurer of ones [1]. The theory of customer relationship management was brought forward of by Gartmer Group in American in CRM is a new pattern management mechanism for enterprise to advance client satisfaction and improve the connection between corporation and customer according to theory of customer relationship. So customer relationship management for real estate exploiting enterprise is that real estate exploiting enterprises want to heighten customer satisfaction degree by persistent amelioration, realize continuously the control of project quality, project schedule, project cost etc, establish flexible organization frame to appease ceaseless mutative requirement of customer, and take customer all-sided satisfaction as goal, set up long-term favorable symbiosis with customer, finally come true win-win. The management course of real estate exploiting enterprise ought to been run through in project whole lifecycle. By analyzing the actual circs of corporation management strategy adopted by Chinese real estate exploiting enterprise, we see that succeed ratio of CRM is not high. One of these reasons is that CRM is only centralized in the phase of project executing and not used to actualize management for customer lifecycle. The paper takes customer lifecycle as study category, researches the essentiality and idiographic phase compartmentalizing of customer relationship management for real estate exploiting enterprise, erects a sort of risk identify and corresponding strategy be propitious to bring into effect CRM, and that builds chart of strategic transmission of CRM for real estate exploiting enterprise. 2. The Essentlality of Customer Relationship Management for Real Estate Exploiting Enterprise According of the research for customer relationship management by scholars out of inside and outside [2], and combining the characteristic of real estate exploiting enterprise, the author considers that it can commonly bring into play several effect for real estate exploiting enterprise, as follow: 2.1 CRM may make real estate exploiting enterprise to accelerate respond pace to customer 394 * The research is supported by the project of North China Institute of Science and Technology(.2004-B-12)

2 CRM can alter operation flow of real estate exploiting enterprise, and makes enterprise itself to communicate with customer by multi-manner in first hand, it shortens consumedly respond pace to customer for real estate exploiting enterprise. Moreover, real estate exploiting enterprise still can exquisitely duly catch buyer demand and offer credible attestation to ameliorate its all sorts of service standards. 2.2 CRM may help real estate exploiting enterprise to improve service quality and enhance customer satisfaction degree CRM can help real estate exploiting enterprise to afford active carefulness solicitude care. The company will offer individuation service according to distribution states and service history, and provide specialization service and rigorous client dissension track for customer under the support of repository. This arrangement all becomes powerful pledge as ameliorating service for real estate exploiting enterprise. 2.3 CRM can help real estate exploiting enterprise to dig customer demand CRM pays attention to collect diversified information from customer, and storages them into uniform database. At the same time, CRM still offers tool for digging data, and helps real estate exploiting enterprise to analyze and dig diversified information out of customer, makes enterprise to carry its point such as understand much customer than customer himself. 2.4 CRM may enhance management for real estate exploiting enterprise CRM provides uniform operation room, and combines close enterprise all operation with robotized operation flow. In this way it joins individual work into normative operation flow of company. At the same time, it storages happened apiece operation information into uniform data and avoids loss out of repeated work and personnel activity. One side CRM can effectively settle with customer complain came from enterprise exterior, offer valuable production and service for customer and achieve the aim of improving client satisfaction degree. On the other land, CRM can ameliorate work efficiency of company inner worker such as selling personnel, market personnel and service sustaining personnel. 2.5 CRM may provide scientific support for real estate exploiting enterprise decision-making CRM is founded on great capacity for liquor database. The statistical analysis tool of CRM may help real estate exploiting enterprise to know rule and logic relation backside of information and data. Had mastered these content, manager of real estate exploiting enterprise would adopt scientific exact decision-making and make itself to occupy market in the competition in advance. 3. Phase Compartmentalizing for Real Estate Exploiting Enterprise Actualizing CRM Based on Customer Lifecycle Favorable CRM means to take customer total satisfaction as aim, can adequately understand customer demand and expectation, and adapt incessant mutative demand out of customer. This needs real estate exploiting enterprise to carry through CRM for project lifecycle. CRM of real estate exploiting enterprise will be all along run through in the every phase of project lifecycle, but content actualized is dissimilar in the every phase. CRM is commonly divided into four phases including of identifying demand, establishing plan, executing project, finishing project [3]. It is shown in figure 1. devoted resource Identifying Establishing Executing project phase demand plan phase Finishing project phase phase Time 395

3 Fig.1 Customer lifecycle management chart. 3.1 Identifying demand phase Real estate exploiting enterprise has consumed definite resource to obtain the project before the beginning of this phase. This phase is very important for project organization to exactly identify real demand of customer. Project manager ought to adequately communicate with customer and obtain all information about customer by possible channel. But real estate exploiting enterprise must pay attention to avoid aggrieving business secret or individual privacy of customer about the approach of obtaining customer demand information, and not offend law, arouse conflict and influence badly customer satisfaction degree. 3.2 Establishing plan phase The primary assignment of real estate exploiting enterprise in this phase is establishing a agile plan which takes long-dated aim as direction and takes project production as driving power and considers uncertainty factors with customer all together. Its aim is controlling project cost, schedule, quality. It will insure customer total satisfaction and finally is authorized by customer. Besides it also needs customer to appoint a linkman between corporation and customer who checks schedule, cost, quality controlling report of project. The customer is asked to participate in roundly management of project in the phase. 3.3 Executing project phase Real estate exploiting enterprise and customer together lead actualizing of development project. The project organization must evaluate customer satisfaction degree in good timer and enhance customer satisfaction degree by persistent amelioration. Real estate exploiting enterprise ought to communicate and with forwardly customer before changing customer demand. Had customer demand alteration come forth, the corporation and customer together should settle cost, schedule, quality transformation aroused by demand alteration. Had corporation given birth to conflict with customer, real estate exploiting enterprise should cordially treat at customer and balance and eliminate conflict by coming true project final object and both benefit maximum. Real estate exploiting enterprise must accelerate knowing and acquaintance between corporation and customer, note customer individuality demand and characteristic and erect partner symbiosis in the course of total project. For Chinese conventional project management, the devotion of resource is very maximum in the phase and sometimes it is regarded as top-drawer phase, but the fact is not such. Had prophase demand identifying and plan establishing been accomplished commendably, it should have lesser demand alteration and job range diversification in this phase, and a majority of risk aroused by uncertainty factors should also be in the area of controlling. 3.4 Finishing project phase Real estate exploiting enterprise ought to organize project experience or lessons summarizing meet and invite customer to join, and please customer to evaluate each phase work of company. Finally, the company collects the analysis table about customer satisfaction degree and client evaluation project table and put on records. After project finishing, real estate exploiting enterprise still needs to keep relation with customer and erect long-term symbiosis. It is noticeable that at present Chinese mostly real estate exploiting enterprises only attach importance to above the third phase and that ignore cultivation of potential customer and connection building of primary customer. So project organization ought to bear off market credit standing by realizing client total satisfaction and remain invincible in the drastic real estate market competition. 4. Risk Understanding and Corresponding Setting Measures for Real Estate Exploiting Enterprises Actualizing CRM Based on Customer Lifecycle Although CRM holds powerful function, it is early operation phase for real estate exploiting enterprise to put into practice CRM, so it has enormous risk. Under the condition of market economy, the aim for real estate exploiting enterprises pursuing profit is not alterative, and it is also impossibility for corporation to deploy customer relationship management system because of having risk [4]. Therefore real estate exploiting enterprise ought to understand exactly risk of corporation actualizing 396

4 CRM, as follow: 4.1 Superficial understanding of company personnel The actualizing of CRM project is barely accomplished by new communication center, needs whole staff collective effort. The knowing of manager about CRM is very low and says nothing of others of corporation. To form a corporation culture with managing stratagem needs have a long process. So real estate exploiting enterprise must have corresponding training for employee before actualizing CRM and find out furthest the idea and thought of CRM. 4.2 Lack of understand to orientation of CRM At present carrying out CRM has been turned into developmental current for corporation. The using of CRM system also becomes hotspot problem in current phase. But CRM after all is not a sort of style, real estate exploiting enterprise ought to carry through detailed demand analysis and exact orientation before actualizing CRM. Because of the irreversible characteristic of service, real estate exploiting enterprise ought to emphasize particularly on dredging up potential customer and holding long-term customer relationship. 4.3 Unsubstantial culture of real estate exploiting enterprise Cultivating condign corporation culture is a key for project success. It is impossibility for corporation with few present communion to utilize CRM system to manage customer resource (Vanhanerveke W, Torremans H,1999). The information project is only as data processing tool and not management tool. project installed but not using is best typical failure of project. Software system is only tool of driving collaboration and operation Else flow. management It is no improving other than availability in being provided with cooperating with job atmosphere organization. Real estate exploiting enterprise must adequately be cognizant of existence of risk and think over whole strategic adjustment when utilizing CRM. Moreover, real estate exploiting enterprise need attach importance of strategic transmission of CRM for real estate exploiting enterprise, protract strategic transferring chart such as fig.2. Stratagem Management Operation Brand culture Management of according to people peopleo 5S spot management TQM quality control Resource management of enterprise CRM Resource combination course for customer Operation effect transferring Operation method transferring Stratagem idea transferring Process of stratagem transferring Customer 397

5 Fig.2 Strategic transmission of CRM for real estate exploiting enterprise. 5. Conclusions From this analysis,we conclude that there are some shortcomings in current real estate development enterprises in China,keeping the enterprises from being suitable for the new market environment. Based on this status, real estate exploiting enterprises ought to develop CRM according to themselves actual circs, but give prominence to themselves characteristic and explore a management pattern to benefit for themselves development and conform with application development of CRM. Customer relationship management will have an active important function for real estate exploiting enterprise to heighten management level and reply to crisis ability. do well management work and depress proportion of accident taking place. References [1] Wang Yaowu, Yang Hongtao. A new organizational structure of real estate exploiting enterprise for customer relationship management. Journal of Harbin Institute of Technology, 1,(2006),p94~96(in Chinese) [2] Ma Zeping. The analysis of essentiality and feasibility of construction enterprise adopting customer relationship management. Architecture economy, 2, (2006), p27~30(in Chinese) [3] Li Qiming, Zheng Lei, Deng Xiaopeng, Shen Liangfeng. Life cycle management for modern real estate projects. Nanjing: Southeast university press, 3, (2006) (in Chinese) [4] Lu Songze. Analysis of Chinese corporation actualizing CRM. Learning Communion, 8, (2005) (August), p23~24 (in Chinese) [5] Vanhanerveke.W, Torremans.H. Organizational structure in process based organizations. Knowledge and Process Management, 1, (1999), p41~52 398