Design of Customer Satisfaction Management System for W in Guangzhou
|Keywords||W in Guangzhou customer satisfaction system design|
Nowadays, the competition among domestic enterprises becomes more and more fierce. The focus of competition is the competition for customers. Enterprises should not only continue to win new customers to increase market share, but also to maintain existing customers to stabilize market share. Only satisfied and loyal customers can assist the enterprise to maintain a stable market. The real estate industry is known as one of the most competitive industries at the moment, but the customer satisfaction has always been at a lower level in the current real estate industry. Consumer complaints, such as the poor quality of property management, one room for a multi-sale, false advertising, goods not meeting requirements, and the slow real estate license disposal process, bothers the real estate industry. As the information of market becomes more and more transparent and consumers are increasingly sophisticated, the requirement for real estate industry is claimed to be higher and higher. Real estate companies only pay constant attention from competitors to the customers, such as the depth research and segmentation of customer; the company can improve their service’s quality and then to enhance competitiveness via the gain of the customer satisfaction.W Group has committed them to customer relationship management long time ago. It is the first company to hire third-party agency to conduct an annual all-around residential customer satisfaction survey. Customer service is the core and key competitiveness of W Group. Nevertheless, since the establishment of W in Guangzhou from five years ago,the customer satisfaction has been always under average level in a group. In 2010 W Group customer satisfaction survey, Guangzhou W’s ranking declined from 14 to 18, and even all business indicators of customer satisfaction were in the group downstream level. Thus all of exposed problems have to alert the company. Although W in Guangzhou conducts regular customer satisfaction surveys, the result of the survey is only used to understand the current situation and improve the local services. The company does not find an effective solution to solve the problems of the company’s products, services and customer expectations gap which reflected form the results of the survey. Thus, the company is lack of systematic management of customer satisfaction and the customer satisfaction research is fragmented as well. Consequently, W in Guangzhou is urgent to put forward to a proposal to enhance customer satisfaction which can be a key to further enhance the competitiveness. This article introduces the theory of customer satisfaction systematically, and is based on the results of survey and analysis of the current situation and problems; meanwhile, based on the analysis of satisfaction model and the target of customer satisfaction management system, a systematical Guangzhou W’s customer satisfaction management system is designed as well as putting forward the implementation strategies and control measurements of the management system. This system of the customer satisfaction management assist the company to conduct the research between the customer satisfaction and loyalty level, to maintain the competitiveness in the fierce competition for the company in the real estate industry and to achieve the company’s long-term and stable development strategically. Also, these entire can proved reference to other enterprises in the real estate industry.