房企“客关”真正职责是什么？业内呼吁“以客户为中心”应成共识

Core Viewpoint - The incident involving the "Zhonghuan Zhidi Center Runfu" project by China Resources Land highlights the critical role of customer relationship management (CRM) in the real estate sector, especially in the context of increasing customer rights awareness and the need for effective crisis management [1][5]. Group 1: Customer Relationship Management - CRM is a frontline function in real estate companies, crucial for managing customer interactions from the signing of contracts to property delivery, especially in the pre-sale model [1][4]. - The role of CRM includes handling customer complaints, crisis management, and risk control, which are essential during the property delivery phase [2][4]. - Companies like Vanke have established dedicated CRM departments to enhance customer satisfaction and manage complaints effectively, indicating the importance of this function in maintaining brand reputation [4][6]. Group 2: Industry Challenges - The real estate market is shifting from "incremental" to "stock" phases, leading to heightened awareness among homeowners regarding their rights and increasing scrutiny on property delivery quality [5][6]. - Issues such as low delivery rates, quality problems, and frequent customer complaints are prevalent, making perfect delivery and after-sales care critical for competitive advantage [5][6]. - The industry is experiencing a trend of product homogenization, emphasizing the need for companies to respond promptly to customer demands and feedback to remain competitive [6].