Research On The Competency Model Of Customer Managers Staying At The Bank Branches Of China Merchants Securities In Shenzhen Branch

The long-term downturn of stock markets causes a worse competition in thesecurity industry. There is a great need for the security companies to own a excellentmarketing team to posses the market, so as to win the competitive advantage. About80%marketers of China Merchants Securities in Shenzhen branch stay at the bankbranches engaging in the marketing of securities, forming an emerging marketinggroup which is called customer manager staying at bank branches, they become thekey factors to being bigger and stronger for China Merchants Securities in Shenzhen.What kind of ability and quality does a customer manager staying at the bankbranches need? What kind of specific criteria should we use to hire and train customermanagers that are of high potential? This is the urgent problem to be solved for Chinamerchants securities in Shenzhen branch, which has something to do with the futuredevelopment of China Merchants Securities in Shenzhen branch.This paper takes the customer managers of China Merchants Securities inShenzhen branch as the research object, and draws lessons from the existedcompetency dictionaries and related literatures, through the analysis of the want adsand check-list method, so as to get the common competency indicators of customersmanager.Next, this paper uses behavior-event-interview method to examine and get thefollowing results: according to T test results of the interview data, we find9competency features which is of significant difference customer managers ofexcellent groups and common groups, these are initiative, learning ability, resourcemanagement, the ability to build trust, influence, the cultural and strategic identity inthe company, customer-oriented, observation, perseverance. We also find13specialbenchmark competency features of China Merchants Securities in Shenzhen branchfor ordinary customer managers, these are achievement-oriented, self-confidence,personal charisma, communication ability, marketing ability, team cooperation ability,execution, professional knowledge and skills, hard work, information-collectingability, anti-pressure ability, risk aversion, sense of responsibility. According to theclustering analysis results, we classify the excellent customer managers’ competencyfeatures and benchmark competency features by the personal qualities, interpersonal relationship, management features, professional knowledge, and degree ofengagement.Finally, we apply the customer manager competency model into three businessdepartments of China Merchants Securities in Shenzhen branch, and check theapplicability of the model, and we put forward four guaranteeing measures, these aregetting the identity and support of the relevant personnels of the company, Improvethe competence evaluation technology of the recruiting and training personnels,strengthen the quality management of implementation, improve the specificinstitutions of implementation sections.