Bao Ning Group - Sales Site Service Quality Assessment
Company overview
Bao Ning Urban Development and Construction Group is a key subsidiary of Bao Ning Group, positioned as a "comprehensive urban operator." The group adheres to the development philosophy of "industrial-driven urban development, urban-driven industry, integration of industry and urban development, and urban-rural unification," aiming to promote synchronized advancement in urban construction and industrial development. Leveraging its four major industrial advantages, the group tightly integrates industrial real estate development with urban development, successfully delivering a range of comprehensive urban projects. Currently, Bao Ning Urban Development and Construction Group operates multiple real estate development projects across the country and has established project portfolios in numerous cities...
Research background
As real estate market competition intensifies, Bao Ning Urban Development and Construction Group has recognized the importance of sales service in enhancing brand image and driving performance growth. To gain a deeper understanding of the current state of sales site property services and formulate targeted improvement strategies, the group has initiated a comprehensive study. This research employs the "mystery shopper" method to objectively evaluate the service quality of sales staff and explore effective pathways for improving sales site service levels, thereby optimizing the buyer's experience and elevating customer satisfaction.
Research scope
In October 2020, CEIDEA Research was commissioned by Bao Ning Urban Development and Construction Group to conduct a service quality assessment of the sales sites of nine currently marketed real estate projects. Using the mystery shopper method, research personnel simulated the entire home-buying process by presenting as individual and family units, experiencing each key touchpoint in the sales service process. Through this approach, the research team documented and analyzed various service touchpoints encountered during the purchasing journey, evaluating the service awareness, service quality, and actual customer perceptions.
Expected outcomes
The primary objective of this study is to comprehensively assess the performance of sales staff, helping Bao Ning Urban Development and Construction Group enhance the quality of service at its sales sites and provide concrete recommendations for improving sales site operations and optimizing the buyer's experience. Ultimately, the research report will offer data-driven support for the group's development of service improvement strategies, refine training programs for sales site personnel, and enhance the overall buyer experience—further strengthening the group's competitiveness in a fiercely competitive real estate market, elevating its brand image, and driving sales performance growth
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