China Jinmao Holdings Group Limited: Upgrading services to improve the soft power of communities

Company profile
 
China Jinmao Holdings Group Limited (stock code: HK00817) is a platform enterprise under the real estate and hotel segments of Sinochem Group, one of the top 500 world’s enterprises (ranking the 105th among the top 500 world’s enterprises in 2015 by “Fortune”). On 17 August 2007, the Company was listed on the Main Board of The Stock Exchange of Hong Kong Limited. It is now one of the component stocks of the Hong Kong Hang Seng Composite Index. Sinochem Group is one of the state-owned enterprises that are approved by the State-owned Assets Supervision and Administration Commission to engage principally in property development and hotel operations.
 
China Jinmao is a large-scale and high-end property developer and operator specializing in developing world-class artistic urban landmarks in pursuit of harmony between man, architecture and nature in adherence to its corporate mission of “Unleashing Future Vitality of the City”. Its business segments cover high-end property development, business and commercial leasing, hotel investments and operations as well as retail development and operation. Given its foresight on city potentials, China Jinmao introduces a series of state-of-the-art and mutually beneficial property planning concepts to the cities to enhance city hierarchies. As to its insight on customer’s needs, China Jinmao brings in a number of value-added amenities and high standard products to its projects to create value to the community. Leverage on its adherence to professional operation, China Jinmao integrates the world’s leading quality resources together with its persistent operation commitments to achieve enhancement in regional functions and city vitality at large.
 
Challenges
 
In recent years, with the rapid growth of the real estate industry, people’s requirements for the living environment quality are getting higher and higher. From the simple focus on housing condition and the physical environment of communities, to valuing the community's human environment and neighborhood relations, the impact of “soft power” of communities on the value of housing assets has become increasingly prominent. Property service quality and the relationship between the property owners exerts a direct impact on the life quality of the owners and community harmony, and also affects the brand image of real estate developers. Therefore, to strengthen community communication, organize community residents to participate in community building, and create a happy community become an important approach for real estate enterprises to serve the building of a harmonious society.
 
Solutions
 
China Jinmao adheres to the principle of “active, timely and considerate service”, bears in mind the service tenet of “customers’ demand is our pursuit”, takes the building of a special customer service system as its driving forces, provides customers with multi-dimensional, over-value and convenient high-quality life guarantee, keeps promoting service optimization and innovation, and provides services beyond customers’ expectation. The company also keeps improving management service and technology level to create high-quality housing experience for customers and ushers in the green and healthy life concept to make customers enjoy a healthy, safe and exquisite life and to unleash the lasting vitality of city.
 
Establish full-cycle service system
 
China Jinmao sets the customer’s lifelong value as its goal, improves customer service management system and enhances the expertise in customer service by centering on the customer’s full life-cycle. It continues to strengthen the management of sales cases, housing delivery and Jinmao members, and constantly improves the company’s service concept, organizational structure, institutional processes, IT information construction, to ensure customers to experience the sincere service in the whole cycle from the marketing contract, housing delivery, rectification management, property services and member services, with an aim to improve customer satisfaction.
 
Build communication platforms to improve service
 
China Jinmao set up a national unified customer service and supervision hotline 4001-817-817, specified the unified handling channel, responded to and handled customer complaints in time. Besides, it gave feedback to customers and called back to consult about rectification, so as to serve customers more efficiently and timely. In adhere to the Guidelines for Customer Complaint Handling of China Jinmao, the company regulated the procedures for handling of various customer complaints, sorted and classified customer complaints, took different handling measures for customer complaints of different classifications, and improved the ability to handle customer complaints, so as to reduce the risk of customer complaint escalation.
 
To be the most thoughtful housekeeper for owners
 
China Jinmao is committed to being the most thoughtful housekeeper for tens of thousands of owners and promoting harmonious coexistence. The company introduced the “Good Neighborliness program”, providing owners with services covering 6 aspects, namely Good Neighborline·Home, Good Neighborliness·Elderly Center, Good Neighborliness·Growth Center, Good Neighborliness·Storehouse, Good Neighborliness·Real Estate Agent, Good Neighborliness·V Shopping and Good Neighborliness·Tourism, so as to create and maintain a happy community for all owners.
 
Boost harmonious neighborhood relationship
 
Taking the advantage of communities of the same type in communication, China Jinmao promoted owners to create a closer and wider connection and established various hobby societies, in an effort to develop contract spirit and realize the self-perfection of the whole eco-circle and to build a warm, interactive and autonomous eco-community group. The company launched the initiative of “be courteous neighbors and harmony brings prosperity”. Attributed to the participation and revising of hundreds of warm-hearted owners, the Neighborhood Rules were finally introduced, with an aim to increase the mutual understanding, affective communication and contract spirit between owners, which represents Jinmao owners and China Jinmao’s common commitment and best wishes for building a politeness worshiping and good neighborliness community.
 
Achievements
 
Social benefit
 
China Jinmao has facilitated to build a harmonious community. According to the community characteristic, the company launched various colorful culture and art activities, making residents live life to the fullest in their spare time and fully enjoy the rich spiritual and cultural life in the new era. It also organized owners to pick fruits and established community hobby societies, helping owners have a healthy lifestyle while bringing them closer to each other.
 
China Jinmao has helped the building of sustainable urbans. Sustainable communities are the micro-foundation of sustainable towns. China Jinmao’s efforts in promoting the smart community, the building of harmonious communities will promote sustainable urban.
 
Economic benefit
 
The customer satisfaction degree improved year by year. China Jinmao improved customer service ability and kept satisfying and exceeding customers’ ever-growing expectations. In 2016, the customer satisfaction of China Jinmao witnessed a year-on-year growth of 11%. The overall customer satisfaction for office buildings was 100%, and the customer satisfaction for domestic households was 71%, up by 7% year on year and exceeding the industry average.
 
The operating performance created new high. Facing with complicated and changeable circumstances, China Jinmao created a win-win situation with customers by serving them sincerely. In 2016, the company achieved new high in operating performance. It completed sales contracts worth 48.5 billion yuan, setting a new record, and the operating revenue reached 27.3 billion yuan, up by 54% year-on-year.
 
Prospect
 
China Jinmao will continue to consolidate the positioning of full-cycle system of customer service, communication platform of customer service, and the most thoughtful housekeeper of customers, with an aim to effectively enhance the ability of customer service. The company will focus on the full cycle of city operation to gradually form an integrated service system with property and supporting services as the focus, industry investment and services as the characteristics, and commercial and hotel management output as supplement. Through more trainings on service awareness and ability, it will integrate the customer's needs into all aspects of management and operation so that sincere service can benefit tens of thousands of households, and achieve the all-win situation of China Jinmao, customers and urban development.