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].

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].