Yesterday, its founder, Ma Yin, made a sharing in the inspired club. After listening, it was very rewarding. It's not the first time I've heard Ma Yin tell the story of Anaya. I also heard it in the course of chaos a few years ago. Only at the beginning, the real estate industry in China was developing smoothly, and the first-tier cities were rising. Selling houses did not value service, and the feeling was not deep. Now, the state strictly controls it. House prices dare not rise or fall. The service value is prominent.

whether renting a house or serving a new community, how to do a good job is the key. For example, I know that some real estate developers are exploring service-oriented communities for aging groups. When it comes to service, Anaya's successful experience is worth learning.

Anaya is a coastal tourism and holiday complex community with full resources. This is a company that relies on customer feedback to drive enterprise growth. Its characteristic is that it does not advertise, but it has 91% repurchase rate and 91% referral rate. This is quite powerful.

Ma Yin said that houses not only meet the material needs of users, but also live comfortably. There are also emotional needs and spiritual needs. Emotion is the relationship between people. Spiritual demand means that the community can provide people with services related to spiritual life. A house will be more valuable only if it meets the needs of users in these three dimensions.

but here comes the problem. I want to provide these three types of services to users. what is the "grasping hand"? Where to start? Anaya's solution is to start with the owners who have already bought it. In the first year, only more than 1,111 owners bought Anaya's house. At that time, they were worried that the owners were not satisfied with the house collection and would return the house. Therefore, in order to ensure that customers don't check out, the company will send people to follow in the process of closing the house and record all the problems encountered by the owners. I remember a client came to collect the house and asked 511 questions in the process of collecting the house. It is also based on the problems of the owners, and later began to establish a community to feedback the progress of the problem. So there will be interaction in the group every day. What problems have been solved and what are the new problems. Communication and trust are established in this process.

anyone who has worked in the service industry knows that the demand of consumers is endless. Especially some extreme problems, how to deal with them? Several cases of Anaya, I think, can give you some inspiration.

1. Some owners complained that the street lamp was too bright, which made her unable to sleep. Because street lamps are generally connected in series, if you want to turn them off, you can turn them off completely (now there is a solution to intelligently control the brightness of each lamp), so you can't turn them off completely. Can you change the curtains? No way. Then twist this light bulb. This is their solution at that time. I don't think this solution is very good, because there will always be feedback from other owners. Without the light bulb, there must be an area that will be very dark. If someone agrees, someone will give you feedback. You can't solve all the problems if you follow suit. But what I see from this case is that since the problem arises, it must be solved. Compared with doing nothing, as long as a flawed scheme can pass, it is better than doing nothing.

second, in order to satisfy the spiritual and cultural life of the owners, a drama group was formed. The drama director prepared a drama of Eight Women, and because the owner had ten ladies, he arranged for two of them to be B-roles, that is, substitutes. Later, he complained about the business of playing B corner and said a lot of questions. But the real problem is that she is not satisfied with her role as B-corner. At first, I wanted to find a director to add drama, but the title of eight women limited the addition of drama, followed by recruiting five businesses and one company employee. Two performances were prepared, and the two sides were each other's AB angles, which solved the problem. The essence of this problem is fairness. Although not everything can be absolutely fair, as long as we ensure that people who care feel fair.

third, complain that the canteen only holds half a bowl of porridge. Why only give half a bowl? Because it is full, it is easy to spill and burn. So it is generally not full. But if you tell consumers like this, they will only think that you are taking advantage of me, and I have spent money. Therefore, after discussion, we came up with a plan. In the future, we decided on an infinite bowl renewal plan similar to porridge, soup and soybean milk. You can buy a bowl indefinitely. This problem is actually to solve the problem that users feel taken advantage of. Sometimes it's not about money or not, and it feels bad to be taken advantage of. The solution is that I not only don't take advantage of you, but also make you feel cheap. In fact, most people will not take advantage of this.

fourth, there is a building for both commercial and residential use, so the price will be relatively cheaper. The first floor is specially planned for catering. So when selling the house, this plan was also written into the contract. However, after the opening of the first crayfish Sichuan restaurant, the owners began to complain that the oil smoke was too heavy. Write it in the contract and complain? Other owners also expressed sympathy, but also said that developers are also right. But the owner's problem cannot be solved. Finally, a compromise plan was put forward. A newly renovated crayfish-themed Sichuan restaurant was moved from that business, and an independent space was found to make such a restaurant with heavy oil smoke. We changed that restaurant into a coconut chicken hot pot, which still maintained the catering function and cancelled the matter of heavy oil smoke. Everyone can finally accept such a result, which is also the result of mutual compromise. What this case wants to express is that as a service provider, don't ignore the customer's complaints just because you think you are justified. Sometimes you win the truth and lose the customer. Learn to compromise and win.

5. Some owners complain that migrant workers come to the canteen to eat, because the clothes will be dirty after renovation, which will affect other owners. This is a very serious problem. Hundreds of owners in the group discussed together. Can migrant workers come to the canteen for dinner? Of course. Does it matter that the owner sometimes comes to dinner in a swimsuit and bare arms? Finally, the solution discussed by hundreds of owners is that those who are disheveled don't go to the canteen to eat. The canteen will prepare some work clothes for service personnel. If you want to eat in it instead, that's fine. I don't know if you have found out that this solution was made by the owner * * *, so that everyone can participate. Is the final solution much better than the propaganda after you made it yourself?

what is customer-centric? There is no standard answer to this question. The key is whether you can gain insight into customers. Balance long-term benefits and short-term benefits at the same time.

I don't know if you have noticed it, but all the above cases have a cost. If you want to solve the user's problem, you must have a cost. Can this cost bring benefits? Remember the case that complained that the light bulb was too bright? The woman owner finally recommended Anaya to sell 21 houses. This is the amazing place. It is precisely because Anaya has paid a lot of cost to serve the owners that there will be a 91% repurchase rate and a 91% recommendation rate.

In fact, this shows a familiar and unfamiliar truth, that good people are rewarded. You will be rewarded for being kind to others, but this reward will not be presented to you in any clear formula. This may be the characteristic of service: it is not a transaction, but a friendship. The distinction between the two, I think, is worth pondering.