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 article highlights the importance of customer relationship management (CRM) in the real estate industry, especially during the property delivery phase, emphasizing the need for high-quality service and after-sales support to enhance customer satisfaction [2][9]. Group 1: Customer Relationship Management - The role of customer relationship (CRM) personnel is crucial in real estate, as they directly interact with clients during the pre-sale and post-sale phases, particularly in the context of pre-sold properties [2][4]. - CRM departments are responsible for managing customer complaints, crisis handling, and risk management, which are essential during the property delivery process [5][9]. - Companies like Vanke have established dedicated CRM departments to enhance customer satisfaction and manage complaints effectively, indicating a trend towards prioritizing customer relations in the industry [8]. Group 2: Challenges and Industry Trends - The real estate market is shifting from an "incremental" to a "stock" phase, leading to increased awareness among homeowners regarding their rights and a rise in collective complaints, making property delivery a critical test for brand reputation [9]. - The industry faces challenges such as low delivery rates, quality issues, and frequent customer complaints, necessitating a focus on perfect delivery and comprehensive after-sales care to build a positive market reputation [9]. - The article suggests that as product homogeneity increases in the real estate sector, the ability to manage customer relationships effectively will be a key competitive advantage [9].