Zhongjun Property Group - Mystery Customer Study of Sales Showrooms
Company overview
Zhongjun Property Group is a comprehensive real estate enterprise that integrates residential, commercial, cultural and tourism, and industrial real estate, while also offering diversified services including shopping malls, long-term rental apartments, co-working spaces, property management, health and wellness, and education. The group is committed to its brand philosophy of 'Enjoying a Better Life' and has established operations in multiple key cities across the country. Shantou Dongweia Development Property Co., Ltd. is a key operational unit of Zhongjun in the Guangdong Eastern Region, responsible for managing real estate projects in Huizhou, Shantou, and Heyuan.
Research background
In order to further standardize sales showroom service processes and improve customer reception quality and brand service reputation, Zhongjun Property Group has decided to introduce a third-party research mechanism to conduct continuous service quality monitoring for five ongoing projects in the key regions of Huizhou, Shantou, and Heyuan. By simulating the actual customer reception process, the study will comprehensively evaluate each service stage within the sales process, providing reliable data to support the optimization of service systems and enhance customer satisfaction.
Research scope
In May 2020, CEIDEA Research was commissioned by Zhongjun Group to conduct a one-year mystery customer research project. The study covered five ongoing projects in the Huizhou, Shantou, and Heyuan regions, with a survey frequency of once per month. Using a full-process mystery visitor approach, the research observed and evaluated each stage—from phone reservation, arrival reception, project presentation, tour of model units, price negotiation, to post-visit feedback—accurately reconstructing the customer experience and identifying weak points in sales service delivery.
Expected outcomes
This research will provide Zhongjun Property Group with continuous and systematic assessments of service quality in its sales showrooms, enabling management to promptly identify trends and key improvement areas across different projects. The findings will directly support the optimization and implementation of service standards for ongoing projects, strengthen the service awareness of sales teams, and ultimately enhance customer satisfaction and brand reputation, thereby reinforcing the group's competitive advantage in regional markets.
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