Research On Customer Relationship Management Of M Security Business Department Of Ht Company

Currently,domestic securities companies begin to get rid of extensive mode of operation, turn to focus on business customers, the business ideas turn from original product to customer as the core business model. As the securities companies'first-line of brokerage, securities sales department: how to develop customers, do well customer service, to increase the value of client assets, so that the companies have more loyal customers, to maximize operating profit of companies, these are important issues for sales department. Thus, do well customer relationship management is new challenges and breakthrough for sales department of securities company.The customer relationship management system in this article is based on the theoretical knowledge, through analyzing the customer demand, customer relationship characteristics of the securities industry and HT Company M Sales department Status of Customer Relationship Management believe that the characteristics of customer relationship management in securities industry are a large number of customers, you need strong database protection, the customer needs one to one service, you need product recommendation and personalized service. M Sales department has a current common problems of customer relationship management, weak concept of customer relationship management, customer information sharing between departments is not enough, customer classification is too simple, does not distinguish between effective and the difference in customer service, without a high level of personalized products and custom services and so on.In response to these characteristics and problems, this paper argues: the core of customer relationship management is customer-centric and meet customer needs. There are so many customers in securities industry, the basic situation of individuals is differ in thousands of ways, the final purpose of purchasing products and services aimed at increasing the value of assets. M Sales should do well in customer Relationship Management, from the customer point of view, through price competition and service marketing, branding and business promotion, opening up new channels and new markets, providing differentiated products and services to form their own Customer Development Advantages; Through customer-centric,to correct customer classification, select customers with value, go on good contact and interaction, rainbow service brand to build differentiated services, the investment advisory business to support the personalized custom services, maximize the assets to meet customers'demand. Through the service first, customer-first philosophy to serve customers, also concerned about potential customers, reduce customer turnover. The Sales also should invest the necessary funds, improve the organizational structure and personnel training, build a strong customer database, establish and improve the processes and systems to support and protect the customer relationship management system.This paper concludes that customer relationship management work of sales department is based on powerful database security and system development, to provide system support for customer relationship management system, the goal is to develop incremental customers, service existing customers better, reduce customer churn. Focus on the relationship with the value customer base, understanding the customer needs, lies to the right customer classification and find out the real valuable customer base, provide differentiated and customized service one to one.The application of optimization and design on customer relationship management strategy in the sales department can help to improve the ability of customer service, to meet customer demand for value-added products and high-end services, thereby enhancing customer's loyalty and satisfaction and reducing customer churn. Ultimately to achieve maximization of the client assets and the company's profits, enable the companies to track the customer relationship on healthy development to form the core competence of the company.