Consumer demand has always been the fundamental driving force for the development of brands and enterprises. Keen to capture the changes in consumer demand, feedback, and meet the corresponding changes is an important guide for brands and enterprises to adapt to market changes, an important basis for improving products and services, and one of the key factors that determine success. Therefore, improving consumer satisfaction is also an important task pursued by all walks of life for a long time.
The same is true for state-owned enterprises that assume the role of "ballast stone" in the affordable rental housing (hereinafter referred to as "rental housing") market, and customer satisfaction is set as one of the key assessment indicators. Although state-owned enterprises have entered the rental housing bureau, it has accelerated the advanced leap of the industry from "quantitative increase to qualitative increase". However, it cannot be ignored that state-owned enterprises entered the rental housing market late and are still in various stages of exploration.
So how can state-owned rental housing projects improve customer satisfaction, reduce complaints, achieve this key KPI and further enhance brand competitiveness? Some state-owned enterprises focus on experts who are good at leasing operations. Among them, the head player represented by Bairuiji Group and deeply cultivated in long-term rental apartments is a fragrant and sweet enterprise cooperated by state-owned enterprises. With the help of their strong professional ability, they have gradually explored and found solutions to the problem, and at the same time, they have gradually tried to bring benchmark demonstration cases to the industry through the implementation of benchmarking projects.
Take multiple measures at the same time to deeply link customer satisfaction in an all-round way
At the end of the past November, when the general secretary of the first party inspected and investigated in Shanghai, he listed the content of "affordable rental housing construction" as one of the contents of the inspection. On the premise of moving the timeline forward, it was pointed out at the ** financial work conference held at the end of October that it is necessary to make good use of the policy toolbox according to the city's policies, better support the demand for rigid and improved housing, and accelerate the construction of "three major projects" such as affordable housing. Nowadays, many places have completed the annual task of preparing for the construction of rental housing ahead of schedule. All of the above fully shows that the beautiful blueprint for the development of rental housing is slowly unfolding.
Since 2019, Bairuiji Group (now still known as Woqu Apartment) has begun to cooperate with state-owned enterprises to actively carry out rental housing projects, and has set up corresponding departments to promote business. This action made Braim Group the "first batch of people to eat crabs" in the industry.
Milestone noted,Adhering to the hotel management genes engraved in the DNA and the industry accumulation in the operation of long-term rental apartments, Braim Group combines the advantages of the two and empowers and grafts them to rental housing projects with the same business logic background, and then develops a unique set of unique methods in terms of improving customer satisfaction.
Caption: Apartments owned by the Braim Group.
First, take the lead in the industry to carry out membership operations. Through online and offline data acquisition, the member traffic pool is quickly established, and the concept of affiliate marketing is introduced at the same time. For example, 95% off the member's rent, 100 yuan rental voucher for new customers, and 50 yuan for appointment to see the house, it is a real discount for the Bairui Group to benefit the tenants; Another example is to match the customer's preferred room type at the right time, improve the transaction rate, and so on. Through the above, the conversion rate of members of Braim Group has exceeded 40%, the cost of customer acquisition has been reduced by 60%, and the efficiency of stores has been reduced by 25%. Up to now, the company has more than 4 million members.
Second, the "NPS" data is used to evaluate the dimensionNPS, or Net Promoter Score, can also be called word of mouth, in the long-term rental apartment industry, that is, whether tenants are willing to recommend the community to the people around them. In the survey questionnaire of Braiji Group, there will be "to what extent are you likely to recommend Woqu to your friends", and set a possible value of 1-10 points. Finally, a large number of sample scoring data is used to calculate. At present, the overall brand apartments of Braim Group have achieved 89% NPS.
Third, follow the hotel's customer evaluation system. For example, in the Woqu Apartment Mini Program, tenants can make online appointments, view houses, sign contracts and pay utility bills, etc., and can make public comments on each link, and at the same time, they can also monitor the entire service process of tenants. The massive data feedback rooted in the front line will provide a detailed basis for improving the product and service experience, and the future benefits of the project.
Fourth, customer complaints and reviews are directly linked to the performance of store managers and housekeepers. For example, in the operating store, the EBITDA of the store should be assessed, accounting for 60%, and the remaining part is to assess customer satisfaction, sales indicators, membership development, regional evaluation and other indicators; The operation assessment standard of the new store is more focused on the performance ramp-up speed in the early stage, that is, the speed of the store in the early stage and so on.
With multiple measures taken at the same time, the company has been urged to continuously iterate and upgrade its products and services, and more vivid front-line operation service cases have also been staged in the apartment brands of the Braiji Group across the country. For example, staring at the pump room at two or three o'clock in the morning to solve the water problem of residents, preparing birthday surprises and parties for nest friends, taking the initiative to help nest friends move more than a dozen large luggage, helping customers find parking spaces in the early morning in the rain, treating pre-quit nest friends with care and renewing the lease instead, etc. Seemingly insignificant "little people" and "small events" have been transformed into indispensable small units of customer satisfaction.
Deeply cultivate user needs and tap the value of big data to empower customer satisfaction
Customers always have a variety of different ideas and needs due to their individual differences, which means that it is bound to be a large and complex project when it comes to improving customer satisfaction. Despite this, it is true that companies such as Amazon, Huawei, and Apple have always insisted on this difficult but correct thing. For example, Huawei's Basic Law clearly states that we must set the purpose of team building with service, and take customer satisfaction as the criterion for measuring all work.
Barry Group is no exception. In addition to the above-mentioned Braim Group introduced into the industry in some advanced and unique aspectsBraim Group still has not departed from the background of user needs, and has dug deep into the value of ever-changing, personalized and unique customer demand data samples to further empower customer satisfaction.
Judging from the latest Q3 2023 Q3 Woqu Apartment Customer Satisfaction Survey Report, this information collected from tenants of all brands across the country is enough to prove that Bairuiji Group does not stay on the empty slogan of "always sticking to the user first".
Caption: Braim Group 2023 Q3 Satisfaction Survey Report.
For example, in the question of the functions that the Hope Nest Fun Mini Program app has: the proportions of tenants who want to have the function of finding a house on the map, the function of viewing the house with **VR, the function of viewing the house, and the function of commuting and finding a house are respectively %. These data not only give constructive suggestions for the upgrade direction of the Woqu Mini Program, but also give a good order of upgrades.
Caption: I hope that the functions of the Nest Fun Mini Program APP will have.
Another example is the question of the community that wants to launch a discount for Woqu**: 68% of tenants choose high-quality fresh fruits in the community; 52% of tenants choose home appliance cleaning (air conditioner, washing machine, water heater); 44% of tenants choose coffee and tea; 42% of tenants choose to clean at home; 39% of renters opt for groceries**.
Caption: Hope for the community to launch a discount **.
In addition, Woqu also conducted a refined analysis of community services, community activities, residents' feelings, lease renewal statistics, recognition statistics, Woqu membership rights, understanding rental channels, population distribution and other dimensions.
Driven by massive user data, it can not only allow the operation and product teams of Braiji Group to check and fill in the gaps, but also accurately understand the real demand changes in the further transformation and upgrading, instead of blindly updating.
In addition to the above-mentioned data covering a wide range of parts of the country, the data and specific needs based on the depth of a single project are also the precise and differentiated response plans given by Braim Group in the face of "thousands of stores and thousands of faces".
toThe pilot project of affordable rental housing jointly operated by Bairuiji Group and Dakecheng Company, a wholly-owned subsidiary of Xiangjiang Group, is Woqu Changsha Xiangjiang Science and Technology Innovation Park Light CommunityFor example, in the face of the tenant group, which is mainly a graduate student and a graduate student, after a large number of field visits, the Woqu operation team found that they generally have the status quo and problems of focusing on efficiency, long-term examinations and scientific research leading to a relatively simple life, tight time pressure, and the need for balanced and nutritious meals, so the store operation team has made improvements in life, diet, and accommodation.
Caption: Changsha Xiangjiang Science and Technology Innovation Park Light Community.
For example, the store provides a public viewing area, a gym, and organizes a variety of activities to enrich everyone's life; Cooperate with Party A's state-owned enterprises to introduce canteens in the park to improve timeliness and nutritional balance; Placement of take-out cabinets, express cabinets, improve the efficiency of trivial matters in life, etc.
Caption: Apartment community events.
At the same time, in order to establish a good communication channel, the community also set up a message board to keep the nest listening to tenants' voices and feedback throughout the day; Provide personalized services according to the unique needs of users; Strengthen staff training and management, so that everyone can master the tools to improve work efficiency, etc.
It is in these meticulous and thoughtful planning and layout like "capillaries" that the average satisfaction data of the light community of Changsha Xiangjiang Science and Technology Innovation Park in the satisfaction survey of Woqu Changsha Xiangjiang Science and Technology Innovation Park is as high as 969%。
Constantly iterate and innovate to maintain the same frequency resonance with users
Liu Hui, CEO of Barry Group, once said in a dialogue interview with Milestone: "'What do we provide for consumers? Can we make him feel that it is a better experience to live in the series of brands of the Braiji Group? That's our values. When there is a conflict of interest between user value and other values, consumer satisfaction is our first choice.
It is worth noting that Liu Hui's emphasis on user value first is not the requirement of the brand at a certain point in time, but the persistence since the establishment and development of the enterprise. So, how does Braim Group always put user value in the first place, and how to maintain the same frequency resonance with users?
In fact, one or two can be glimpsed from the above-mentioned massive data brought by the company's good use of digital tools. After longitudinal comparison of these survey data from monthly, quarterly, and then to annual, it is not difficult to find that these materials accumulated in the daily work of Braim Group have become a valuable asset after the baptism of the long cycle. It not only provides a strong factual basis for the upgrade and iteration of Braiji Group to better match the needs of users, but also helps Braegel Group to further confirm whether these changes are correct or not.
It is based on this that the apartments of Bairuiji Group have also achieved continuous improvement in terms of user reputation. Yang Ji, co-founder of Bairuiji Group, once shared: ".In the past few years, the overall satisfaction indicators of users in terms of overall satisfaction, brand preference, and management services have changed significantly, and the number of users who are very satisfied with the choice has increased from 30%** a few years ago to more than 60% in 2022.
The continuous improvement of brand reputation and customer satisfaction has fully proved the correctness of Braiji Group's insistence on focusing on the user-centric, focusing on the pain points of user needs, and taking advantage of this iteration. Obviously, this has already become the "killer feature" of Braiji Group in cooperating with state-owned enterprises in the rental housing project, which really helps state-owned enterprise customers reduce operational troubles in the specific implementation and makes substantial contributions to the key KPI of "improving customer satisfaction".
Conclusion:
Behind the surface of improving tenant satisfaction and reducing complaints, the cooperation between Braiji Group and state-owned enterprises is a model of high-quality cooperation between the two parties that complement each other's advantages and create common prosperity. For the industry, it provides a new idea for state-owned enterprises to better revitalize the real estate in their hands, and brings a steady stream of fresh vitality to the affordable rental housing market; For the society, better products and content will also better benefit the people. As the saying goes, "the city, so the people also; The people are the foundation of the city. "At a time when the market prospect is improving, I believe that Braim Group will also uphold the core orientation of user value in the past, continue to create a better rental life experience, and continue to provide a new model of better operation for the industry.