W广州公司客户满意度管理体系设计

发布时间：2018-12-19 18:19

【摘要】：目前市场竞争的日趋激烈,客户竞争已成为竞争的焦点,企业既要不断争取新客户来提高市场占有率,又要保持现有的客户以稳定市场占有率。只有满意和忠诚的客户,企业才能保持稳定的市场。房地产行业是客户竞争最激烈的行业之一,但目前房地产行业的客户满意度却一直处于较低的水平,消费投诉如物管质量差、一房多售、发布虚假广告、房产证办理慢等一系列影响客户满意的因素一直困扰着房地产行业。随着市场信息透明化,消费者越来越成熟,对房地产企业的要求也越来越高,房地产公司只有不断从关注竞争对手转变为关注客户,对客户进行深入地研究及细分,才能通过提高服务质量进而通过客户满意来提升竞争力。 W房地产集团很早就致力于客户关系的管理,是国内最早聘请第三方机构,每年进行全方位客户满意度调查的住宅企业,客户服务已成为W集团品牌的核心和竞争力的关键。但W广州公司成立五年以来,满意度却一直处于集团平均水平之下,在2010年W集团客户满意度调查中,广州公司的排名从14位下降到18位,所有业务指标的客户满意度均处于集团下游水平,分数暴露出的问题不得不令公司警醒；同时,尽管广州W公司会定期进行客户满意度调查,但调查结果仅仅用于了解现状及服务方面的局部改善,对调查结果反映出的公司在产品、服务与客户期望之间差距不断拉大的现实并没有找到有效的解决策略,从而使公司缺乏对客户满意度管理的系统性,对客户满意度的研究也比较零散。因此,系统完整的客户满意度管理体系设计,是W广州公司迫切需要解决的问题,也是进一步增强竞争力的关键。本文在对客户满意度理论作系统介绍的基础上,依据公司客户满意度调查结果,在对现有客户满意度现状及存在问题分析的同时,从满意度模型、客户满意度管理体系的目标、内容等方面对W广州公司客户满意度管理体系作出了系统设计,并提出了管理体系的实施保障和控制措施。客户满意度管理体系设计对W广州公司提高客户满意度和忠诚度水平,对公司在激烈竞争的房地产市场竞争力的维护,及在W集团与同行中服务旗帜的保持,实现公司的长期稳定发展都具有重要的战略意义,也可对房地产行业的其他企业提供借鉴。
[Abstract]:At present, the market competition is becoming increasingly fierce, the customer competition has become the focus of competition, enterprises should not only constantly strive for new customers to improve the market share, but also to maintain the existing customers in order to stabilize the market share. Only satisfied and loyal customers, enterprises can maintain a stable market. The real estate industry is one of the most competitive industries, but at present the customer satisfaction of the real estate industry has been at a relatively low level. Consumer complaints such as poor quality of property management, selling more houses, issuing false advertisements, A series of factors affecting customer satisfaction, such as the slow processing of property certificates, have been puzzling the real estate industry. With the transparency of market information, consumers are becoming more and more mature, and the requirements for real estate enterprises are becoming more and more high. Real estate companies have to constantly change from focusing on competitors to paying attention to customers, and carry out in-depth research and segmentation of customers. Only by improving the quality of service and through customer satisfaction to enhance competitiveness. W Real Estate Group has been committed to the management of customer relations for a long time. It is the first residential enterprise to employ a third party organization and conduct a comprehensive customer satisfaction survey every year. Customer service has become the core of W Group brand and the key to competitiveness. But since its founding five years ago, the company's satisfaction has been below the group's average level. In the 2010 W Group customer satisfaction Survey, Guangzhou's ranking dropped from 14 to 18. All the business indicators of customer satisfaction are in the downstream level of the group, points exposed problems have to alert the company; At the same time, although Guangzhou W Company regularly conducts customer satisfaction surveys, the survey results are only used to understand the current situation and the partial improvement in services. The survey results reflect the company's products. The reality that the gap between service and customer expectation is widening has not found an effective solution, which makes the company lack systematic management of customer satisfaction, and the research on customer satisfaction is scattered. Therefore, the systematic and complete design of customer satisfaction management system is an urgent problem to be solved by W Guangzhou Company, and is also the key to further enhance competitiveness. Based on the systematic introduction of customer satisfaction theory and the results of customer satisfaction survey, this paper analyzes the current situation and problems of customer satisfaction, at the same time, from the satisfaction model, the goal of customer satisfaction management system. The management system of customer satisfaction of W Guangzhou Company is systematically designed, and the implementation guarantee and control measures of the management system are put forward. Customer satisfaction management system design improves customer satisfaction and loyalty to W Guangzhou Company, maintains the competitiveness of the company in the fierce competition real estate market, and maintains the banner of service in W Group and its peers. It is of great strategic significance to realize the long-term and stable development of the company, and it can also be used for reference by other enterprises in the real estate industry.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：F274;F293.3

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