2015 8th International Conference on Intelligent Computation Technology and Automation

The Research of The Property Service Enterprises Innovation Based on the

Customer Relationship Management Theory
Li Feng
School of Management, Jilin Jianzhu University, Changchun, Jilin, 130000, China
e-mail: 465338900@qq.com

AbstractCustomer is the basis of the property services

enterprise, the competition of property services enterprise is
the competition for grabbing customers. It is necessary to
achieve the following objectives: to provide the right product
or service at the right time; to satisfy the customer needs and
desires. But the management of property services enterprise is
found many kinds of problems. though they pay close attention
to collecting information on customers, but the actual work is
not satisfactory. The paper research innovation based on the
customer relationship management in the property service
enterprise, through set the goal of implementation of the
customer relationship management, positioning on services
market, optimizing the service processes, to form all employees
"customer-centric" business philosophy. The customer
satisfaction and customer loyalty rely on quality of customer
complaints handling, The ideas of CRM requires a complete
understanding of property services enterprises throughout the
customer life cycle, they must provide the platform to
communicate with customers. Property services enterprise set
up various office of customer service center is in the
implementation of CRM strategies. Taking all kinds method to
improve service efficiency, and ultimately achieving higher
goals of customer satisfaction.
Keywords-Property
service;
Customer
Management; Customer Satisfaction

I.

couldnt meet all customers needs, so as to, we couldnt

provide personalized services to please our customer.
II. THE PROPERTY SERVICE ENTERPRISES
CUSTOMER RELATIONSHIP MANAGEMENT
STRATEGIES
The ideas of CRM requires a complete understanding of
property services enterprises throughout the customer life
cycle, they must provide the platform to communicate with
customers, increase employee productivity and customer
response rates in contact with customers. Property services
enterprise set up various office of customer service center is
in the implementation of CRM strategies. Through the
implementation of customer relationship management, they
emphasize the "customer-centric" strategy, think as the
owners think of. In order to be closer to customers in the
management, providing more efficient service for customers
and potential customers. Property management companies
have set up customer service centers to enhance service
awareness and skills of employees, so they can improve
work efficiency and quality of service. By setting up
customer service center, receiving the feedback of the
service process, not only can improve perceptions of
professional services, but also promotes the mutual
collaboration with various project groups, and supervision
by a customer service center , improve service efficiency,
and ultimately achieving higher goals of customer
satisfaction.

Relationship

INTRODUCTION

The nature of the customer relationship management is

to understand the various ways to the customer's mind, so
we can do better communicate with customers, improve
their work processes, work content and technology to win
the market. According to the point of property services
enterprises view, the most important thing is to find another
good service management system which could track a user's
satisfaction. Nowadays, the customer relationship
management of property services enterprise is found many
kinds of problems. Firstly, the lack of effectively gathering
and segment to the customer information. In the property
services enterprises, although they pay close attention to
collecting information on customers, but the actual work is
not satisfactory. Secondly, they are not able to clearly define
the types of customers, so thats impossible to partitioning
the customers. The purpose to collect customer information
is for customer segmentation. Customer segmentation is the
core foundation of customer relationship management, as
well as the CRM. Without customer segmentation we
978-1-4673-7644-0/15 $31.00 2015 IEEE
DOI 10.1109/ICICTA.2015.257

III. METHOD OF IMPLEMENTATION OF CRM IN

PROPERTY SERVICE ENTERPRISE
At present, most property service companies dont know
what each of its customer base property services needs and
what kind of property services which customers are willing
to pay for it. In practice, the different level of customer
service on the property requirements arent the same. Some
customers do not care about property management services,
but some customers are more willing to pay more for
property management services fee. If we ignore this, not
only we will reduce the customer's satisfaction, but also
more importantly, we will lose the opportunity to obtain
greater benefits.

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A. Set the goal of implementation of the customer

relationship management
Implementation of the objectives of customer
relationship management is through a comprehensive
upgrade of business process management to reduce business
costs, by providing customers with faster and more attentive
service to attract more customers. Customer relationship
management in establishing goals in the process, companies
must clearly establish what the firm intention of CRM is: Is
it because the competition in the market have taken effective
CRM, or force companies to strengthen customer service.
These issues must be clear answer before the establishment
of enterprises in the CRM.

information, for the enterprise scientific and effective

management to ensure the provision of information-based.
D. Classifying client
In the property services company, the customers are
classify into internal and external customers. Internal
customer refers to all employees within the enterprise,
whether corporate executives or general staff of enterprises,
depending on each other is the same every team partners
have their own internal customers. Most external clients into
property services companies terminal services object. As
owners, the use of people, businesses, tenants and other key
personnel. Typically in a broad sense also includes other
business and property services directly related to the units
and individuals, such as developers, subcontractors, public
enterprises and institutions, government departments,
administrative departments, district and grassroots
community media and government. Maintenance the
customer classification, in order to improve customer
satisfaction and loyalty , enhance company brand image .

B.

Positioning on services market

No matter how big or small the property services
business is, It just a limited part of the service market,
clearly positioning that is to make sure of clearing market
approach and presentation, enterprise through a clear market
positioning to customer the recognition and acceptance.
Property services business by positioning the depth of
services, content, price, quality, brand and other factors,
locking the target customers, develop a customer's
consumption preferences, and establish long-term customer
loyalty, and through the implementation of customer
relationship management, and the target market to establish
persistent links required to provide customers personalized
and specialized services to businesses target customers, thus
affecting customer behavior, to be able to retain existing
customers and develop new customers.

E. Raising awareness of service employees

Property services companies should instill all employees
"customer-centric" business philosophy. This sense of
service attitude combined work of the staff are trained to
constantly carry out, and should be permeable to the
corporate culture in order to foster staff awareness of service.
They should choose good employee when they are recruiting
new staff, which need to have some communication ability,
social relations and personality wise, optimistic, educated,
preferably with some experience. In the mean time,
enterprises must do some training to all staff especially to
the administrant, strengthen the management and
organizational skills of managers. In addition, managers
should set an example, good role model, under proper
guidance can take high-quality customer service. Giving
material or moral incentives to the employees who work
better, and punishing employees who disobey discipline.
This will make staff aware of the quality of their services is
directly related to their own interests, they will consciously
to pay attention to daily service in each of the details of the
work, thus improving the service conscious awareness.
Property management companies want to make high
customer satisfaction should first reduce customer
complaints. The customer satisfaction and customer loyalty
rely on quality of customer complaints handling, to improve
has a significant role. We should not only building up
completely customer relationship management, but also
should pay attention to customer complaints, and establish a
sound customer complaints management system. Then the
customer complaint management can proceed from the
following aspects:
The first step in handling customer complaints should be
encouraged to dissatisfied customers actively voice their
opinions, encouraging the customer express their complaints.
If the customer have extreme complains, the most of them

C. Optimizing the service processes

Property services usually involves working with all
aspects of life, including security, cleaning, engineering
maintenance, green environment, parking services, business
services, concierge services, community and cultural
services, and may be some demands a higher level: like
family dinner arrangements, health services, training
arrangements and so on. In addition, customers also need
health programs and rehabilitation programs and the other
services. In response to these kinds of services, property
management companies need a convenience, and thoughtful,
customer satisfaction principles, based on a cost-efficient
and effective allocation of resources, economic principles
that they can optimizing the existing service process, and
design a new service processes, to meet customer demand.
After service in the optimization process, to reflect the
scientific management ideas of property services company,
but also the property management companies to build
standardized service work, all employees are required to
comply within the enterprise. In addition, the optimized
service process can not arbitrarily make changes, within a
certain period of time to be relatively stable. Enterprise
optimized service processes, service processes during
execution of the service to the whole systematic, full record

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who will choose complaint. While customer complaints

accounted for only a small part of the total amount of
customer complaints, but its influence was enormous. If not
handled properly, it will result in the property services
business great negative impact; In addition, to get messages
to the enterprise customer complaints as quickly as possible,
so that enterprises can promptly react.
We must classify importance degree of different
customer complaints, and deal with different measures. For
major complaint problem, it should be in accordance with
the procedure laid down enterprise to the scene to investigate
and analyze the reasons, and to develop contingency
measures include: emergency repairs or replacement product
immediately. After the complaints process, progress and
results should be treated promptly inform business
customers. So the customer management should pay
attention to the event processing and keep communication
with customers, so that customers have the confidence to the
company and willing to cooperate with them, after that the
both sides of the losses are reduced to a minimum.
Property services enterprise and their customers should
build up mutual benefit in various ways and keep
communicating, they should clearly understand whats
customers need. Through communicating that customers can
also understand circumstances of property services
enterprise. Enterprise and customers could build up regularly
exchange information on product quality, performance,
market development, property management services,
customer reflect other aspects, through this close
cooperation both enterprise and customers can reach to
achieving win-win situation.

entire business performance. Customer relationship

management can mobilize a number of positive factors in
enterprise, in-depth subtle to do all the work, that can
promote customers loyalty, so that enterprises can always
maintain a good competitive power to cope with competition
in the market.
REFERENCES
[1] Kristin L. Anderson,Carol Kerr Customer Relationship
Management Mcgraw-Hill 2001-09-18
[2] Li Qiqi, Liu Changling Communication skill in
property service customer complaint Modern Property
Management 2011(11). (in chinese)
[3] Zhang Jiejun, Li Juan Key factor of property service
product design Manger Journal 2011(7). (in chinese)
[4] Li Xia, Customer relation management in high-end
customer Journal of Beijing City University, 2009(5).
(in chinese)

IV. CONCLUSION
To satisfied the customer's needs, the company's
products and services and information communication
should have a certain personality, and personalized level
should match the complexity of customer needs. Property
services enterprise and customers can reach a more stable
and cooperative relations with personalized service, but also
let customers to feel the change if partnerships with
companies will pay a maximum switching costs.
Personalized service is personalized to meet customer needs
into strategic principles and provide a variety of services.
This will require companies to fully understand customers
and competitors. Through investigation of the general
situation of each customer, after that the companies can get
to some experience, they should be ready to adjust the
company's management style to adapt to the different needs
of different types of customers, in order to ensure customer
demand management. Customer relationship management is
a detailed work, which involves many sectors of business,
and requires very detailed work. Customer relationship
management need to get in touch with the different sectors
of the same company, to coordinate their work to meet
customer needs. Whether or not the customer relationship
management can be successful, thats play a decisive role in

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