It's recognized that a company's success is based not only on financial measures which, although important, are not indicative of customer, employee, or quality problems or opportunities.

1. toby mcCosker - Real Estate Customer Relationships Perspective
It's recognized that a company's success is based not only on financial measures which,
although important, are not indicative of customer, employee, or quality problems or
opportunities. Besides costs and revenue, businesses looking for long-term profitability have
to take into consideration customer relationships, employee skills and collaboration items.
Leading companies tend to focus on a balanced approach to performance measurement to
assess processes and identify which of them needs improving before it turns into a serious
problem. Customer relations is one of the perspectives to choose measures of key
importance.
Whether a company is in the business of building, selling, servicing, or managing property,
residential or commercial property managers support customer-driven business strategies
that increase insight into operational performance and improve responsiveness to the
unique needs of buyers, tenants, users and occupiers of real estate. Balancing customers'
needs with the portfolio makes property companies pro-active real estate organizations.
The scorecard framework of a strategic measurement and management system known as
the Balanced Scorecard can be modified to this mission as well. It can help to determine
which factors, in addition to financial, are critical to the long-term success of a property
company. The system enables organizations to transform data into actionable information
and manage performance for all strategic objectives including customer relationships.

2. Customer-centric objectives are aimed at bettering manage relationships throughout the
customer lifecycle ? from browsing a business web site, to an interested lead, to a qualified
prospect, to a customer who has placed an order, to servicing that customer and to guiding
him to re-purchase.
In choosing measures for customer relationships perspective companies dealing with
residential property try to develop strategies that meet customers' real estate
requirements. They enhance the customers' knowledge needed for effective decision
making providing them with information on the company's policies, procedures and
regulations. Considering customers the driving force of business, property companies try to
obtain customers' feedback to learn about their changing needs and improve the real estate
services.
Services which are performed when it comes to renting, buying or selling properties for
clients, include ensuring terms and conditions of purchase agreements, acting as an
intermediary in negotiations between buyers and sellers, coordinating appointments to
show homes to prospective buyers, generating lists of properties that are compatible with
buyers' needs and financial resources, participation in listing services and others. Improving
the factors that lead to satisfied and active customers conditions successful business
activities and procedures and higher level of performance accordingly.
Special programs implemented by many real estate industry leaders as supplemental
measure in evaluating operating performance, facilitate strategic relationships with the
customers from the initial point of contact through to the closing of the transaction. Thus,
Customer Relationship Management (CRM) empowers companies to manage customer
relationship management process with dashboard view, lead management, marketing
campaigns, advanced forecasting, contact management, opportunity management, etc.
Constant reevaluation of performance measures should be balanced with the need to
improve usefulness of the metrics with regard to Customer Relationships Perspective. That
can result in higher productivity of business and maximization of revenue.