CBRE - Strategic Client Satisfaction Study
Company overview
CBRE is a globally leading real estate services and investment firm with over 200 years of history. Since entering the Chinese market in 1988, CBRE has consistently provided comprehensive, high-quality real estate services to its clients. Its core business areas include strategic leasing and sales advisory and execution, corporate services, property and facility management, project management, mortgage financing, asset appraisal and valuation, development services, investment management, and research and strategic advisory services. Leveraging its deep industry expertise and global resource integration capabilities, CBRE has established a robust service network across multiple key Chinese cities, delivering professional support to numerous industry-leading enterprises and earning widespread industry recognition.
Research background
In the context of increasingly intense market competition and rising service standards, CBRE places significant emphasis on the service experience of its strategic clients. The company aims to systematically evaluate client satisfaction through scientific methods in order to identify potential areas for service improvement. For long-term strategic clients in particular, accurately understanding their genuine experiences, evolving needs, and improvement suggestions is crucial for enhancing client retention and strengthening brand competitiveness. Therefore, CBRE has decided to engage a third-party professional research institution to conduct a client satisfaction survey, in order to comprehensively improve service quality.
Research scope
In February 2019, CEIDEA Research was commissioned by CBRE to conduct a specialized strategic client satisfaction survey. The study employed CATI (Computer-Assisted Telephone Interview) methodology, using a structured questionnaire to systematically interview CBRE's key strategic clients. Feedback was collected on various aspects of the client's experience throughout the partnership, including service efficiency, professionalism, communication mechanisms, execution capability, and project outcomes. Peer benchmarking evaluations were also incorporated to assess CBRE's relative strengths and weaknesses within the industry. Additionally, the survey focused on clients' expectations for future collaboration and development recommendations, aiming to provide actionable insights for service optimization.
Expected outcomes
This client satisfaction study will help CBRE comprehensively identify its strengths and weaknesses in service processes and client communication, accurately grasp the actual needs and improvement expectations of its strategic clients, and enable targeted optimization of its business systems and client service mechanisms. As a result, CBRE will further enhance strategic client satisfaction and brand trust, laying a solid foundation for its continued leadership in the premium real estate services market.
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