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Critical success factors of customer relationship management implementation in residential real estate

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Resumo:Despite the large stream of research literature about CRM (Customer Relationship Management), analysis of CRM in Real Estate (RE) is scarce. Therefore, the authors undertook the task of identifying the Critical Success Factors (CSFs) in the implementation of CRM in Residential RE market. Through qualitative and exploratory research in the form of 9 semi-structured individual face-to-face interviews to Portuguese developers, estate agencies, CRM software suppliers and academics, empirical evidence was gathered about how relationships occur in a process with such high involvement from customers. It was also explored the multiple available features of CRM strategies and tools. Though, without a case study analysis this research only presents a static cross-sectional perspective. Results indicate that the most relevant CSF’s for CRM implementation in Residential RE are connected with employee engagement, thus one of our propositions to increase its success relies on improving internal marketing strategies, alongside with adjustments on the employee financial rewarding methods. Overall, given the market characteristics, our approach to CRM was not on the typical Customer Lifetime Value perspective of repeated purchase, but more on the importance of gaining trust from customers to maximize their possible positive word of mouth, hence increasing Customer Referral Value.
Autores principais:Lopes, Fernando Jorge Bastos da Silva
Assunto:Customer Relationship Management Residential Real Estate Critical Success Factors Imobiliário Residencial Factores Críticos de Sucesso
Ano:2011
País:Portugal
Tipo de documento:dissertação de mestrado
Tipo de acesso:acesso aberto
Instituição associada:Universidade de Lisboa
Idioma:inglês
Origem:Repositório da Universidade de Lisboa

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