Research Of Brokerage Business Transformation Based On Customer Experience

After nearly 20 years of development, China’s securities market has made remarkable progress. Especially with the completion of the equity division reform, China’s capital market has entered a new historical stage of development. In the new wave of marketization, the securities company as the principal part of the capital market, in the maintenance of orderly market operation, promote the resource allocation efficiency and improve the residents’ property income, it gradually plays its proper role, serves to the entity economy development continuously.But as the stock market downturn in recent years, the restriction unlocked gradually to the establishment to the branches that leads to securities business departments have proliferated. Homogeneity service leads commission rates continue to drop. The stern reality forces the entire industry to think about new ways. From a single service changes to full range of wealth management become the industry consensus. Regulators also strongly promote innovation to help the whole industry to achieve transition. But in this process, many brokers focusing too much on the mode of learning, introduction and promotion, ignoring the study of suitable type customer, target market for this mode, the result can’t be satisfied. We should not be limited to what kind of model we want to learn, we should start from the market, innovate mode for customer demand, get rid of the shackles of development, we will finally realize transformation.The paper is using the research methods such as questionnaire survey, the actual cases. Using train of thought from macroscopic to microcosmic, the combination of qualitative and quantitative research. Reference and analyze other countries’ mature experience. And by gathering statistics and research the application of customer experience outside the industry, thus extended to financial industry bank and relevant cases. By using the theory of customer experience, analyse and explore the current domestic problems in the transformation of the securities brokerage business. Based on our country securities market characteristics, and the entire industry in a wave of innovation and change, all kinds of ideas, patterns emerge in endlessly. According to the current financial industry development, reference and put forward a variety of innovative transformation scheme based on the customer experience. Try to provide beneficial enlightenment for the securities brokerage business transformation. Finally combining the customer experience management thinking brokerage business transformation of the specific countermeasures and suggestions. Take a securities sales department for example, on the basis of comprehensive analysis for China’s securities industry problems in the previous text, combine with the customer experience success story, start from reality, explore the feasible development plan, improve customer satisfaction and loyalty to the company, and ultimately increase profits, realize a successful transformation.