Survey On The Customer Satisfaction Of The Call Center In Caitong Securities

In recent years, the competition among security industries is increasingly fierce and homogeneous with the rapid development of the capital market in China. The security companies start to turn the commercial war from commission price level to the business service level, which is a change in marketing concept, from "production-centered" to "customer centered". Customer satisfaction becomes a key criteria to evaluate the quality of services. With the development of the Internet, the appearance of E-commerce, the improvement of CTI technology, as well as the increasing business competition, the customer service center (Call Center) which represents a new kind of service model emerges at this moment. As the gateway between customers and companies, it plays a vital role in the customer service.Caiong Securities was confirmed as a state-owned enterprise under the direct administration of Zhejiang Province by Zhejiang Provincial Party Committee and Provincial Government, and owns 72 brokerage outlets spreading over mainland China. The Call Center of Caitong Securities was established in 2008. After the establishment of the call center, customers can quickly acquire the information and solve the problems without going to the outlets in person. It will help to increase the service satisfaction. Through instigating the Customer Satisfaction of the Call Center, Caitong Securities can better integrate the superior resources, optimize the service progress, and create a comprehensive customer service model in the end.The article aims at the customer satisfaction as the research target, started from the factors of affecting the customer satisfaction, combining the actual situation of Caitong Securities to analyse the current customer service, and setting up an index system to evaluate the customer satisfaction, to summarize the current situation, and raise a number of suggestions and promotion proposals for customer satisfaction and quality management model. In order to motivate the employees to create greater benefit and achieve the substantial development of the company.The article will be split into six parts. The first part will be the research background and significance, as well as the description of the context. The second part focuses on the theory of customer satisfaction and relevant references. The third part introduces the whole concept of call center and the basic information of call center in Caitong Securities. The fourth part analyses the index system of calling satisfaction in Caitong. The fifth part raises relevant proposals to promote the call center satisfaction in many ways. The sixth part will be the summary review of the article.