Poli Investment Advisory - Special Research on Service Quality Improvement
Case Details
Company Profile Poli Property Investment Advisory Co., Ltd. (referred to as "Poli Investment Advisory") was established in 2001 and is a subsidiary of the Pong Group, a global Fortune 500 company. As a wholly-owned subsidiary of Poli Real Estate (Group) Co., Ltd., Poli Investment Advisory is primarily responsible for end-to-end marketing planning, market research, sales agency, and advisory services across all real estate projects nationwide. The company is headquartered in Guangzhou and operates in multiple business segments including agency, finance, e-commerce, and second-hand property transactions, enjoying broad industry influence and professional expertise.
Research background
To continuously improve customer satisfaction, Poli Investment Advisory has conducted long-term customer satisfaction surveys to assess the performance of sales agent services. However, actual feedback indicates that certain regional branch offices have low satisfaction levels, especially among prospective homeowners. Moreover, the current satisfaction evaluation mechanism is tied to performance incentives, yet its effectiveness in driving actual improvements remains limited. In response, Poli Investment Advisory established a special working group focused on service quality improvement, aiming to identify core issues through in-depth research, clarify systemic flaws, and develop practical and actionable optimization strategies to enhance overall service quality.
Research scope
In June 2020, CEIDEA Research was commissioned by Poli Property Investment Advisory to conduct this service quality research. The study employed a multi-methodological approach, including competitive analysis, in-depth qualitative interviews, and quantitative questionnaire surveys, covering key stakeholder groups such as competitors, sales managers, sales supervisors, and sales consultants within the Poli group. The research focused on multiple management dimensions, including sales incentive and penalty systems, performance evaluation criteria, and customer retention incentive policies. It aimed to comprehensively understand sales personnel's acceptance of existing systems, identify issues in implementation, assess the impact of these systems on actual service performance, and gather recommendations for improvement—providing credible and actionable data for system optimization.
Expected outcomes
The final research findings will provide Poli Investment Advisory with a systematic and actionable roadmap for improvement, offering recommendations for optimization in areas such as incentive and penalty mechanisms, customer management systems, and sales performance evaluation. These findings will also lay a data foundation for future service quality enhancement initiatives. Upon implementation of the research outcomes, employee motivation and service behavior will be effectively improved, leading to higher customer satisfaction, strengthened service brand value, and enhanced market competitiveness.
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