Client signing the real estate purchase agreement at the sales stand of Luzes da Mooca (SP)
Clients
Cyrela provides its clients with post-sales services with the aim of offering customized care from the first contact to the delivery of the residential unit. An example is Preference Cyrela – a service that allows the client to customize his residence. Facilities, a brand of BRC (member of Cyrela Group) offers several conveniences to its clients through specialized service providers. Among them, an online portal with all information on the condominium, pay-per-use services and a specialized concierge to help several areas, host guests in a party, order flowers and arrange for car mechanic services.
Customer Relationship Management (CRM) consists of a tool that allows to inform the client about the stages of the construction, giving also instructions about all procedures for the acquired property. CRM stores a series of information, such as the client profile and the specifications of real estate which he is interested in or looking for, and a schedule of actions to be taken by brokers, also warning them about the best moment to contact the potential buyer.
For clients of Living Construtora, the company created the Service Center, an approach with the same purpose of CRM, but with a different scope. Contacts with these clients are more didactic, with detailed instructions for people who are purchasing their first property. The center also keeps records from the moment the client decides for the acquisition to the payment of the last installment.
Cyrela offers additional communication channels to its clients. From the launching up to the property’s delivery, Cyrela’s client is surrounded by information. The company has an intense communication with its clients by means of several contact points, ranging from the submission of letters and gifts to events and service posts. Through the Client Relationship Portal, Cyrela and Living clients can register and have access to information about adjustment of installments, enrollment updates, financing, use of FGTS, insurance, term of settlement and public deed, and other services. In 2010, the monthly visit average was 7.3 thousand. The Customer Service (SAC) is also available to meet the demands and receive feedback from consumers. In 2010, 260 thousand people used this telephone channel.
Clients can also get to know the Company’s activities through publications. These include magazines Cyrela and Cyrelinha (the latter aimed at kids), in addition to specialized guides in neighborhood journals with tips and services, and brochures with information about financial and behavioral matters.
In a pioneering initiative, Cyrela started to advertise its projects on social networks, using the Twitter, Facebook and Orkut.
All for the Client
Created in December 2009, the Client Committee is intended at presenting and finding solutions for improving the services and retention of Cyrela clients, significantly raising the satisfaction of this audience to 80%. The Committee is formed by representatives of areas directly related to clients in the post-sale stage and, in some meetings, members from other regions are invited to help and share experiences.
As a part of actions for Movimento Todos pelo Cliente, (All for the Client Initiative), a folder was prepared to provide instructions on how to deal with the client in every situation, as well as the relationship channels of several regional branches.
