Zhengmao Property Development - Sensitivity Customer Research on Sales Floor Service of Residential Projects
Company overview
Zhengmao Property Development Co., Ltd. is a diversified enterprise centered on real estate development, with business operations spanning infrastructure construction, project management, property management, commercial operations management, corporate management, and advertising design and production. The company is committed to injecting new vitality into urban development through scientific management and high-quality services, continuously improving urban living environments and commercial value. It has successfully developed multiple market-influential real estate projects in Hefei, establishing a solid brand reputation within the industry.
Research background
As the first point of contact for customers, the sales floor serves as the initial interface for project exposure. The quality of service and the professionalism of sales personnel directly influence customers' first impressions of the project and their conversion rates. To further enhance the standardization of sales floor services and customer satisfaction, Zhengmao Property Development plans to implement a scientific service monitoring mechanism, conducting comprehensive evaluations across all stages of the sales process. This will identify potential issues and enable timely optimization, ultimately improving overall sales efficiency and service quality.
Research scope
In December 2017, CEIDEA Research was commissioned by Zhengmao Property Development to conduct a three-month undercover monitoring study of sales floor service at its currently marketed projects. The research involved two visits per month, totaling six samples. Key service touchpoints—including telephone reception (both during and outside working hours), adherence to service scripts, proactivity in collecting client information, proactivity in delivering project details, follow-up actions regarding client appointments, and post-appointment follow-ups—were systematically scored and comprehensively evaluated. A standardized scoring system was established to ensure objectivity and comparability in service quality assessment, resulting in a data-driven behavioral analysis report.
Expected outcomes
This research will provide Zhengmao Property Development with quantifiable data reflecting the actual service quality of its sales floors, clearly identifying strengths and weaknesses across various service stages. The findings will support the optimization of sales floor service processes and the development of targeted training and management mechanisms. Additionally, the report will provide data and behavioral insights to enhance the sales staff performance evaluation system, promoting the professionalization and standardization of sales floor operations. Ultimately, this will contribute to improved sales efficiency and sustained enhancement of customer satisfaction.
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