Evaluating Customer Relationship Management Practices in Real Estate: A Study of Customer Communication, Follow-Up and Service

Author

Prathamesh Mahadev Jamadar


Abstract

 Customer Relationship Management (CRM) is important in real estate because the relationship between a developer and a customer often continues beyond the first enquiry or property sale. Customers may need information, property-visit support, documentation guidance, possession-related assistance and post-sales service. This paper examines CRM practices in real estate with particular attention to customer communication, follow-up and service, drawing on a two-month On-the-Job Training (OJT) experience with the CRM team at K Raheja Corp from 1 July to 31 August 2026. The study uses a descriptive qualitative approach based on the internship activities and observations documented in the OJT report, supported by selected published literature. No customer survey dataset or confidential CRM records were available; therefore, the paper does not claim statistical results or generalise the observations to all customers or all company operations. The analysis highlights the importance of accurate customer records, clear and timely communication, ownership of open requests, cross-functional coordination and consistent updates. It also maps an illustrative query-resolution process and proposes practical improvements such as request categorisation, follow-up tracking, clear case ownership and feedback capture. The paper concludes that CRM is not only a software function; it is also a coordinated service process that can help maintain customer confidence throughout the real-estate customer lifecycle.


Keywords

Customer Relationship Management; real estate; customer communication; follow-up; customer service; customer experience



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References


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