Peter Drucker once said, "The purpose of a business is to create a customer." At INA&Associates Co., Ltd. (hereinafter "INA"), these words are taken deeply to heart as a guiding principle for management.
Profit is indispensable for a company to survive, but when profit becomes an end in itself, a company loses sight of its true mission and eventually loses its customers. Since its founding, INA has made it a top priority to understand and respond to customers' genuine needs, rather than being driven by short-term profit.
What Does Sustainable Growth Centered on Customer Value Look Like?
Customer creation is not simply about increasing the number of customers. It refers to deeply understanding the true value that customers seek, and actively pursuing and delivering it.
INA serves primarily ultra-high-net-worth clients, meticulously aligning with their needs and lifestyles through real estate sales, rental brokerage, and property management services. For example, when a client purchases real estate, INA goes beyond simply providing a property—it offers proposals that encompass future planning and life plans. In rental management, INA leverages AI-powered precise rent assessment and fully paperless, transparent management operations to reduce the burden on property owners. By making customer satisfaction the top priority, continuous and stable growth becomes achievable.
Why Is Investing in Talent the Key to Customer Creation?
The source of customer value lies in "talent." Outstanding service is born from outstanding talent.
INA upholds the philosophy that "no corporate growth without employee growth," and is committed to creating an environment where each employee can feel their own growth and deliver high-quality service to customers. INA also places strong emphasis on delegating authority and expanding discretion so that employees can proactively engage with customers and creatively tackle challenges. The belief that talent is the core of corporate value underpins INA's approach to customer creation.
What Are Practical Examples of Customer Creation in the Real Estate Industry?
The real estate industry is undergoing significant change through digitalization and the use of AI. INA views this environmental shift as an opportunity and actively adopts the latest technologies.
For instance, through an AI-powered accurate rent assessment system, online virtual property tours, and 100% paperless management operations, INA achieves both operational efficiency and improved service quality. These initiatives deliver clear value to customers—"speed," "transparency," and "peace of mind"—directly contributing to high occupancy rates and customer satisfaction.
Since real estate transactions involve large sums and have a profound impact on people's lives, customers seek a trustworthy partner. INA places great importance on building long-term relationships of trust rather than one-time transactions, and aims to be a partner that accompanies customers through the various stages of their lives.
By carefully listening to not only surface-level requests but also latent needs, and by making optimal proposals with an eye toward future life plans, INA strives to become the partner that customers choose time and again. This philosophy of customer creation is also at the heart of the appeal of real estate consulting.
What Actions Should Business Leaders Take to Achieve Customer Creation?
For a company to truly achieve customer creation, it is essential that business leaders themselves commit to the following actions.
- Deepening Customer Understanding: Regularly create opportunities for dialogue with customers to grasp both explicit and latent needs.
- Clarifying Value Orientation: Focus on strategies that enhance the long-term value customers seek, rather than short-term profits.
- Promoting Employee Initiative: Grant appropriate authority and discretion so that employees can proactively pursue customer value.
- Building Long-Term Relationships of Trust: Rather than one-off transactions, maintain a posture of accompanying customers throughout their lives.
- Cultivating a Culture of Innovation and Improvement: Continuously drive improvement activities within the organization and flexibly introduce new technologies and refresh services.
INA devotes its full efforts to creating customers and delivering value. We believe this is the only path by which a company can achieve sustainable growth and all stakeholders involved can enjoy prosperity.
Frequently Asked Questions (FAQ)
What is customer creation?
Customer creation is a management concept proposed by Drucker. It refers not simply to increasing the number of customers, but to the activity of understanding the true value that customers seek, delivering it concretely, and thereby generating new markets and needs.
Why is customer creation more important than pursuing profit?
Profit is a condition for a company's survival, but making it an end in itself causes the company to lose sight of its true mission. By continuously providing genuine value to customers, sustainable profit and growth are achieved as a result.
How can customer creation be practiced in the real estate industry?
It is effective to carefully listen to not only surface-level requests but also latent needs, and to leverage technologies such as AI to enhance transaction transparency and efficiency. Building long-term relationships of trust is also indispensable.
How are customer creation and investment in talent related?
It is "talent" that delivers high-quality service to customers. Investing in employee growth and creating an environment where they can proactively pursue customer value forms the foundation of customer creation.
