Ineffective customer service process at R.U Home

Abstract

This thesis investigates the low occupancy rate at Vuon Lai apartment, operated by R.U Home company in Ho Chi Minh City’s long-term serviced apartment sector. Despite favorable market recovery, Vuon Lai has underperformed compared to internal and market benchmarks, leading to high tenant turnover rate and declining profitability. Using a problem-solving approach, the study combines stakeholder interviews, internal data analysis, and customer surveys to identify underlying issues. The findings confirm that an ineffective customer service process is the core problem, mainly driven by manual operations system. To address this, the study selects the implementation of a Customer Relationship Management (CRM) system as the primary solution to replace manual operations, standardize service processes and thereby enhancing tenant retention and occupancy performance.