需求千人千面，物业服务如何发掘共性痛点，提升客户满意度

品质服务是物业品牌的底蕴，是物业品牌经久不衰的关键。Property enterprises are aware of the need to find a balance between the rapid expansion of scale and the stability of service quality。Brand enterprises return to the original intention of service, starting from customer satisfaction, cultivate internal service, through satisfaction evaluation, standardization construction, service design and other ways, continue to improve service quality, solid property services, to ensure consistent and continuous improvement of service quality, further consolidate the brand foundation and fulfill brand expectations。

The property management industry has entered a period of high-quality development from the stage of high-speed expansion, and brand enterprises have increasingly realized that the essence of the industry is still service, pay more attention to customer needs, continue to deepen service quality, enhance the core competitiveness of enterprises, and constantly consolidate the brand foundation。First of all, brand enterprises invariably emphasize the importance of service quality, advocate the transformation of the industry from quantitative change to qualitative change, and take good care of the property service brand。In 2022, four property enterprises, including China Overseas Property and Great Wall Property, jointly signed the "Residential Property Service Proposal", making it clear that the industry needs to return to its roots and jointly calling for real property services。Most brand enterprises said that improving quality service is an important strategic deployment of enterprises in the present and future, and insist on starting from customer needs, continue to improve service quality, return customers with consistent and continuously optimized service, and strengthen brand perception。

图：部分品牌企业品质服务认知变化情况

From the perspective of listed enterprises, with the fluctuations of the market environment, brand enterprises' cognition of quality service is constantly updated。2022年，品牌企业提出要守住服务初心，再次拔高品质服务地位，Ruya Life Group maintains the concept of building services with quality in 2022-2021，但在2022年明确提出要查漏补缺，狠抓服务品质，展现了品质服务对企业的发展至关重要。In recent years, Times Neighborhood has repeatedly mentioned the construction of quality service in the ESG report, but in 2022, it was directly expressed in the Chairman's report to focus on service quality, quality first, drive service innovation, and the importance of quality service cannot be ignored。In addition, some brand enterprises always adhere to the quality of service is the foundation of business, deepen the quality of service。For example, for more than 30 years, Zhonghai Property firmly believes in "quality, warmer", takes "customer-oriented, quality assurance, value creation" as the core value to practice the mission, continues to deepen the quality of service, and maintains long-term stable operation。

图：品牌企业服务品质提升实际举措

Secondly, brand enterprises actively take practical actions to comprehensively improve service quality in a practical and effective way, and the importance of service quality has become increasingly prominent。On the one hand, brand enterprises take customer satisfaction as the core, and continuously upgrade services and optimize customer experience through in-depth research on customer needs, so as to achieve the double improvement of brand satisfaction and corporate reputation。另一方面，品牌企业坚持深度推进标准化、数字化建设工作，精细化管理服务，让服务更加颗粒化、立体化、规范化，Ensure the stability of quality services in many management projects, thereby enhancing brand recognition and expanding brand influence。For example, we insist on customer satisfaction as the core of our service, continue to focus on quality service, and constantly improve the internal driving force of service. With high-quality property services, we have won a high degree of recognition from the owners, while enhancing the owners' sense of security, gain and happiness。

服务标准化建设通常是“内外兼修”，Brand enterprises have insight into customer needs, focus on details, clearly define service content, form replicable service standards, standardize service operations and processes, and regularly carry out assessment mechanisms at the project level to monitor service quality status with high standards。如2022年，雅生活集团优化标准化体系建设，推进全业态标准架构及项目分级模型搭建，共建立100+个服务标准；中海物业启动标杆项目建设工程，通过4类15项26个品质监测点，确保项目高效高质，品质精进不停歇；保利物业以68个短视频，涉及22个高频服务场景，应用于环境、客服、工程、安防4大业务模块，实现写字楼服务标准像素级拆解，便于员工学习。

图：标准化建设路径

Brand enterprises invite professional third parties to evaluate the relevant management system, find problems and correct them in time, constantly optimize the construction of the standardization system, improve management, and ensure the consistency of service quality。Service standards are not only the guidance of staff operations, but also the guidance of internal management of the enterprise, while improving service efficiency, to ensure that each management project is operated with a high level of service quality。For example, Jianye New Life continues to promote standardization construction, and has completed ISO 9001 (quality), ISO 14001 (environment), ISO 50001 (energy) and other "ten standard" system certifications。After several practices, the continuous improvement of standardized services is more in line with the enterprise's own development positioning and characteristics, which is conducive to enhancing the brand awareness of the enterprise and consolidating the core competitiveness of the enterprise。In addition, brand enterprises also attach importance to staff training, regularly carry out on-the-job training, special skills improvement training, all-round improve the professional quality of service personnel, effectively improve the quality of service。

Property enterprises know the importance of service quality, always adhere to customer satisfaction as the core of sustainable business development, and continue to do well and do real property services。Brand enterprises regularly carry out "self-examination" services to improve customer satisfaction, and diagnose service "shortcomings" through property service satisfaction evaluation and other ways to make up for service deficiencies, so as to improve customer satisfaction。具体来说，业主对物业服务的满意与否，通常会受到单个细分服务影响，任何一个细分服务都有可能让整体服务满意度大打折扣，物业服务企业可通过物业服务满意度评价，从多个维度考察服务质量，从而发现服务不足，避免出现“木桶效应”。In 2022, according to the results of the national property service satisfaction evaluation, the overall satisfaction score of the industry (72.6 points) continued to decline to the similar level in 2018, excavating service disadvantages and improving service quality is imminent for the stable development of brand enterprises。According to the evaluation results, the scores of safety management and cleanliness have declined significantly, mainly because safety and hygiene are the most intuitive assessment criteria. When the environmental quality declines caused by the lack of an orderly and strict safety management system and the reduction of cleaning frequency, it will quickly drag down the experience and satisfaction of customers。Therefore, through the satisfaction evaluation of property service, property service enterprises can "check the gaps and fill the gaps", solve the service deficiencies, improve the service quality, and enhance the brand recognition and reputation。

图：品质提升行动思路

Brand enterprises also use quality improvement actions, so that the service to help the brand into the hearts of people, improve customer satisfaction。On the one hand, brand enterprises regularly transform and upgrade the community environment to improve the living environment and optimize the customer experience。Ruya Life Group to carry out "5 points of action", around the service image, environmental cleaning, facility repair, order maintenance and other dimensions of a comprehensive upgrade, enhance the comfort of the living environment, the construction of a new lifeThe "Spring breeze jade" action, starting from the small scenes concerned by the owners, continues to upgrade the different sequences of work around the soldier, maintenance, cleaning, greening, housekeeping, etc., and creates a growable and evolvable living environment through scientific and technological means and numerical intelligence, so as to enhance the owners' sense of happiness and comfort。时代邻里推出初心计划2.0. Focus on four key modules of service, environment, engineering and safety to comprehensively improve the quality of community life。On the other hand, through face-to-face interviews with owners and online surveys, we can master service pain points, implement targeted optimization measures at the project level, and target to improve the service quality of individual projects, so as to improve customer satisfaction and consolidate the brand foundation。For example, Poly Property has established a national quality alliance to carry out quality inspection activities, and a number of chief quality officers have come to the owner's side to listen to the voice of the owner, dig deep into service problems, and effectively promote quality construction。Elegant Life Group implements the "bright sword action", covering nearly 100 key projects through management inspections, interviews and other forms, in-depth understanding of the needs of owners, and effectively solving the pain points and difficulties in quality management。

At the same time, quality service is not "hand-picked", but through painstaking research and continuous optimization design, so that the brand experience is improved。Brand enterprises do not do the same service, customer-oriented, for the needs of different groups, tailored to create exclusive services, fine management of the original business, so that customers feel more intimate and thoughtful service, forge quality service experience, achieve service differentiation, highlight the brand heritage。如保利物业针对住宅社区各类群体的居住需求，Build three brands of "Oriental Courtesy", "Four times elegant collection" and "Family love and Hospital";Yuexiu services according to service content, service scenarios and other aspects，针对基础物业服务，推出“臻越”、“铂越”、“享越”三大住宅物业管理产品线，实现高端及超高端服务、中端服务、基础服务精细化管理。Service design generally takes customer needs as the center, comprehensively considers the overall environment, all processes and relevant parties, and designs visual details according to the orderly service path, thus deepening the service experience and deepening the brand imprint。

图：服务设计的五大关键点

Satisfactory property services must have insight into the underlying needs of customers, and the deepest needs of customers for property services are the "first time" property services。When entering the community, the cleanliness of the environment, the professional security, and the pleasant greening are undoubtedly a visual paving for "customer satisfaction"。Therefore, property service design needs to carry out immersive experience in the corresponding life scene from the perspective of customers, excavate details in every link of the complete moving line, design stunning subtle contacts, and enhance the quality of service。Through online questionnaire survey, offline face-to-face communication with owners, complaint combing, internal interviews, field visits and other methods, brand enterprises examine the whole service process from the perspective of customers, clarify service concerns, fully grasp the real needs of customers, integrate into the service touch points, deepen service experience, and improve service quality。

图：物业服务设计路径

In the face of thousands of people's needs, property enterprises can first explore common pain points from various concerns, grasp the high-frequency scenarios of customer mobile lines, focus on creating key services, and quickly improve customer service perception。For example, Poly Property focuses on the three key scenes of lobby, elevator hall and bathroom according to the moving line of office customers, and improves the quality of office service through details such as lobby lighting rejuvenation, air rejuvenation, ladder control service, carpet rejuvenation, bathroom atmosphere building and standardized management, so that the service can be inadvertently "bright".。At the same time, on the basis of granulation service, property enterprises use customer portraits to explore personalized needs, create targeted service "surprises", enhance peak experience, increase customer stickiness, and synchronously improve brand reputation。For example, in view of the pain points such as lack of perception of property service, inconsistent service quality and limited service vision, Great Wall Property has designed the global service experience of the service platform of Yiying Yi Station, and improved the user experience through four strategies, such as reachable service items, visualization of service process, high perception of service content and emotional interaction。

图：长城物业一应驿站数字化服务场景设计

美好物业服务始于用心设计，成于专业化管理，夯实品牌内涵。品牌企业从三个方面高效管理服务，使得服务品质稳定输出。First, according to the top-level property service design, starting from the space and time dimensions, build a perfect service standardization system, coordinate the deployment of work arrangements, and ensure that the service is in place, such as opening the silent service mode at night, reducing the interference to customers' work and rest, so that customers can experience warm and intimate service。Continuous granulation and standardized service, so that the quality of property service steadily improved, the brand reputation gradually accumulated。第二，强化员工培训，用心做好服务。员工对物业服务的提升，同样至关重要。On the one hand, the staff is the "spokesperson" of the service, the staff regular training, improve business skills, continue to show professional, quality service, improve customer service perception at the same time, let the service trace, enhance brand awareness。At the same time, employees can understand customer dissatisfaction and real needs through customer communication and contact, so as to facilitate property enterprises to optimize service contacts in time and improve service quality。Third, with the help of intelligent and digital information platforms, property enterprises can optimize the internal management platform, improve the efficiency of service response, enhance the external visualization of interactive interfaces, and use apps, small programs and other ways to make services accessible, improve service quality and brand reputation。

Finally, there is no immutable demand, only ever-changing ideas, therefore, the property service design needs to be constantly updated and iterated, and constantly send the best service experience to customers, so that the property brand is deeply rooted in people's hearts。Good property service design, not overnight, is combined with the current environment, the nature of the industry, service pain points and other issues, in-depth thinking, every service upgrade, is a brand tempering。In recent years, brand enterprises keep up with the pace of The Times, constantly update the service system, polish the service quality, and make the brand continue to transform in the "expectation"。In addition, property service design can be carried out in the whole cycle of service, combining different scenarios according to different needs, refining service contacts, improving service quality, and polishing brand signs。在房地产开发商设计项目阶段，物业服务设计可以前置，Property enterprises can provide valuable and operable experience for developers to design products by providing later service cost, convenience and service content，便于交工后的项目与物业服务更加契合，有效降低客户因项目本身设计不足与物业服务冲突而带来的不满，实现双赢。如中海地产根据中海物业收到的业务反馈，采用橘纹工艺地面材质，增加地面摩擦力，提升小区车行出入口防滑性能，降低雨雪天气车辆失控概率，并降低车库行车噪音，减少对业主生活的影响，增加舒适体验感，获得业主认可，让品牌更有记忆。

Of course, the pursuit of the ultimate service is not a good strategy for the long-term development of property enterprises, property enterprises need to combine business operation, cost calculation, charging unit price and other aspects, comprehensive consideration of the service "ceiling", with the most intimate service to bring the best experience to customers, so that the brand is deeply rooted in people's hearts。The normal operation of enterprises cannot be separated from the game of revenue and expenditure, for property enterprises, the cost of service should not be the victim of the improvement of service quality, but after weighing many factors, find the right service and close to the demand, increase the endurance of property enterprises, so that the brand will be renewed。

Quality service is the performance that the property brand expects to deliver, and it is the key point of sustainable business development。On the one hand, when customers are satisfied with the quality of property service, they will be more willing to pay property fees on time, so as to ensure the stability of the collection rate of property enterprises and the continuous enrichment of cash flow of enterprises。On the other hand, whether the property service is renewed or not is strongly linked to the satisfaction of the customer. Satisfactory quality service can usually increase the probability of project renewal when the project is close to the contract expiration, so as to ensure the continuous development of the business。For example, in the face of the industry committee to decide whether to continue to use the original property enterprises, the vote of the owners is crucial, and the important factor for the owners to vote in support of the vote is inseparable from the recognition of the service, high-quality services are easier to obtain the "heart" of the owners, so that the property enterprises occupy the high ground in the voting process。In addition, the high collection rate and high renewal rate brought by high-quality services highlight the professionalism of property enterprise services, which can help enterprises quickly gain the favor of bidders in the market competition。

With excellent service, brand enterprises establish deep emotional connection with customers, enhance brand trust, and then efficiently promote value-added business。Good property service is a fertile ground for planting value-added services, which can help property enterprises generate emotional care in constant contact with owners, increase the trust of property brands, and effectively promote the development of community value-added services。When the owners trust the property, they will seek the help of the property at the first time when there is a need, and the property can promote the matching business and increase the income channels. Therefore, the property enterprises with guaranteed service quality can quickly and efficiently promote the community value-added services。For example, Poly Property, Sunac Service and Yuexiu Service have steadily increased the driving role of community value-added services on income through accumulated service reputation, and achieved both customer experience and business performance improvement。

图：2021-2022年部分品牌企业社区增值服务收入情况

In addition, in the highly competitive market, brand enterprises continue to be recognized by the market with the help of high-quality service reputation, and the degree of marketization is steadily improved, and they continue to move toward high-quality and healthy development。In recent years, limited by the fluctuations of the macro economy and the real estate market, the stock and incremental growth of the property management market has slowed down, and the industry competition has become increasingly fierce。Brand enterprises continue to improve brand influence with high-quality service, especially under fair competition with other enterprises, brand enterprises win favor with their professional and high-quality service, and more leading strength。For example, from 2020 to 2022, the proportion of third parties in the management area of Yincheng Life Service, Ya Life Group, Poly Property and Jianye New Life has increased year by year, and the brand effect has become prominent。

Figure: The proportion of third-party management area in some brand enterprises from 2020 to 2022

——来源于 ‍中指物业研究‍