The Pearl River Delta is China’s earliest opening area, a golden triangle zone of active thinking, with its creative culture vastly felt. It enjoys the bannership and courage in the modern  pioneering causes.

The Yangtze River Delta has a long history of commercial civilization, for the rich and fertile area gives birth to its mature commercial modes of thinking, embodied by many steady and practical companies.

CRM is modern management software substantializing the maximization of customer’s value in the fully competitive commercial society. 

In growing from the Pearl River Delta, an area most capable of taking in outside advantages, to the Yangtze River Delta, possessing the strongest selective ability, PowerriseCRM inherits the theory of customer relationship that has long been concerned and at the same time creates a modern management pattern from sense perception to application.

First attempt: the fourth “means” and “love triangle” within the field of real estate industry

The economy of both the Pearl River Delta and the Yangtze River Delta develops rapidly, and it gathers momenta as impetus in developing economy in this area as well as in real estate market to some degree. Therefore, the rapid developed real estate market is the first to experience the crisis and needs of customer relationship management under the fully commercial competition circumstances. There’s limited impetus to the sales by a huge amount of ad cost; the salesperson knows nothing about the 2^nd-purchaing users; there’s low efficiency with the busy complaining hot line; the developing companies utilize their former customer’s resources at a lower rate; for they couldn’t meet customer’s satisfaction; the community service stands farther away from their proprietors. To sum up, the huge gap lying between the developing companies and their proprietors cannot be filled in, resulting in the low utilization of customer’s value.

During the latter half of the year 2002, Overseas Chinese Wall, Golden Land Group, Merchants Real Estate etc, forming the first group real estate companies in Shengzhen, suddenly turned to  CRM, though their IT infrastructure was not perfect and IT management theory was not leading in the traditional real estate field. And this quickly brought about an agitation: CRM solemnly became the fourth “means” of selling floor, in addition to floor pamphlets, ads and sample rooms. At this moment, it has been less than one year since the spreading of the new management idea CRM. Its first successful attempt in real estate field has taken aback the whole IT industry; because the most advanced idea did not work effectively in those mature industries of the IT construction. Its market attraction is enormous.

PowerriseCRM, one of domestic leading CRM companies, co-operated with those real estate enterprises mentioned above. As Powerrise CRM experts describe, real estate enterprises in the Pearl River Delta firstly used CRM on a large scale and adopted the means of sub-modular application. That is to say, according to different problems facing with these enterprises, different modules in CRM modular such as service, sales, analysis etc. are implemented. It instills to the relationship between real estate industry and CRM in the Pearl River Delta a special locality--

Trying to avoid risks in its first attempt and keeping certain distance in its close relation with real estate enterprises

The enterprises in the Pearl River Delta were the first to accept the newest management means, but they also retained their own decision-making. They use different modular of CRM to solve the urgent problems to test the value of the newest management means. With the test results, they would decide to go on or to stop. Such kind of way is like what did in the years of reforming and opening up, which the cat’s value is not decided by its color and name, but by its ability to catch mice. CRM’s value lies not in the more creative idea, advanced managing means, but in its ability to solve problems.

In the first half year of 2003, Golden Land Group, Merchants Real Estate respectively implemented CRM 2^nd-term project with Powerrise, and began to introduce more managing modules which testifies the value of CRM to a certain degree. Meanwhile, the combination of real estate industry and CRM gradually spreads out nationwide.

Determination: rational decision and full implementation in the Yangtze River Delta

During the first half of the year 2003, when the real estate companies in the Pearl River Delta began to prepare for the implementation of 2^nd-term project, those in the Yangtze Delta, like in Shanghai, the pearl city, and Hangzhou turned to their new selection. In less than one month, Powerrise signed CRM implementation agreement with such well-known enterprises in Shanghai and Hangzhou as Wanzhao Real Estate and Jindu Real Estate respectively, using all modules of Powerrise CRM. 

Such kind of choice demonstrates the deep values of commercial culture and its smartness in the Yangtze Delta. CRM is such kind of software that the more frequent the use of its parts, the more flexible the system and the more obvious the improvement of management efficiency will be, which would be otherwise if not. After the first attempt in the Pearl River Delta, CRM value in the field of real estate industry has been proved; the frequency of use of every module is gradually growing. If CRM module is only partially implemented, it’ll probably cause unbalance of coordination of the whole management, especially in the field of real estate industry, of the questions facing with customer relation management, such as pre-sales, service, complaint, the exploitation of potential customer, and users feature analysis, etc. It’s more profitable to fully implement then improve them than partially implement them then increase the number of modules.

The real estate enterprises in the Yangtze Delta inherit the rationality of the mature commercial civilization, and have leading the understanding of the exploitation of customer’s value. As Powerrise project manager introduces, at present, more and more customer’s understanding of CRM is deeper than that of the enterprises and have a clear understanding on the value-oriented customer relationship management. The understanding if CRM of many domestic enterprises stays at the theory stage. Their demand to implement is not enough. The fact is that customer’s need is tremendous, but the enterprise walks farther towards the aim of meeting such needs. This is one of the reasons why current CRM market is developing lonely, because customers cannot find the products they want. No sooner had the customers found the product close to his need than they put it into implementation, and then adaptation and improvement, resulting in the maximization of the practical value of the product. This is the unique feature of real estate enterprises in the Yangtze Delta.

There came much suspicious voice among real estate magnates in the Pearl River Delta when they chose CRM. While the full implementation of CRM among real estate enterprises in the Yangtze Delta began, we said that the stage had come into being when CRM moves from theory to real implementation, and the comment is more rational. PowerriseCRM feels from its growth that the need for CRM is continuously growing and merging itself with every customer related link.

Taking turns: value-double-return of real estate and CRM

There are similarities between real estate industry and CRM and suspicions of theory speculation and intervention of non-rational factors are obvious. They both experience understanding of customers from utilizing to appreciation and they are all large industries involving data management. The growth process of PowerriseCRM from the Pearl River Delta to the Yangtze Delta, witnesses the value-return of both real estate and CRM.

At the early stage of customer relationship management, many enterprises rush up to it, and present different ideas and solving measures. But before the market has accepted, they change the form ranks and quit one after another. The remaining ones are those who deeply understand the essence of CRM. Like those years of real estate enterprises, succeeded first by selling the floor, rarely or never considering the owner’s benefit. Now the situation is that many real estate enterprises strengthen brand construction, VIP relation construction, VIP loyalty construction, customer complaint and dispute reduction. From this point of view, both real estate enterprises and CRM begin to experience the value-return.

Powerrise not only sells CRM to customers, but also strengthens the customer relationship management idea within the company. Now, all departments are implementing CRM spirit, and it even increases CRM function in its other software and service products. This enables Powerrise to have larger customer group of other industries in comprehensively implementing CRM during the year 2003, for instance we saw the needs of Telecom CRM. The cooperation of the 2^nd-term project of CRM with Shenzhen real estate magnates enables the value-return to be of benefit to both parties. We believe that the cooperation between CRM and real estate industry will go on.

From the Pearl River Delta to the Yangtze Delta, the development of Powerrise CRM incidentally has blazed a trail of its growth precisely.

Key words:  devotion + integration, a must for the development of Powerrise