Research On Customer Relationship Management Of GF Securities Business Department In Zhengzhou

The business department of a securities company is an important channel for serving customers,and is also a key place for promoting securities products and promoting knowledge of investment.Facing the GF securities company Zhengzhou sales department is very competitive with the industry of the central China Securities,Bohai securities,Shanxi securities,Everbright Securities have begun to actively layout,so the GF securities business department of Zhengzhou need to change customer service mode,improve customer service level using the new management ideas,retain customers and occupy the market,to achieve the scale of the business the growth has an important role.Firstly,this paper analyzes the problem of GF securities customer relationship management.The results of customer satisfaction survey of GF securities company show that the customer's overall satisfaction is poor.The main problems include not clear service objects,unclear positioning,no classification management of large customers and ordinary customers,so that customization,individualization and specialization can not be realized.Homogenous service,homogeneity service mode can not improve the competitiveness of enterprises,customer information management is not smooth,can not achieve information sharing.Secondly,through the investigation of GF securities customer manager,customer object and management layer,this paper finds that there are many reasons for the problem,which can be divided into four major categories.The classification is not standardized and the classification level is very small,which leads to the confusion of customer service mode,and the difference of the large customer and important customer service is not apparent.Service process is not perfect,securities product consultation,training mechanism is not sound,resulting in the loss of customer investment,not conducive to the maintenance of customers,customer relationship maintenance is not thoughtful,resulting in customer loss.Finally,in order to improve the customer management level of the business department of GF securities in Zhengzhou,this paper proposes to clear the customer service target of the business department,increase the classification of the institutional customers,and classify them according to the small customers,the ordinary customers and the institutional customers,the differentiation,the targeted and the individualized service mode,and perfect the standardized service flow.In order to ensure customer service process,realize customer information sharing,establish good customer service assessment mechanism,supervise customer manager and service staff diligently,establish customer investor consultation service center,solve problems of customer investors in real time,solve difficulties for customers and improve customer service mode;The main purpose of this activity is to provide investment channels for more customers,do well in investor education and training,and ensure the immediate interests of customers.After the GF securities company's customer relationship management transformation concept and improved service,it attracts more securities traders to GF securities opening and trading,and realizes the financing margin service,which has brought more revenue for GF securities and improved the competitiveness of GF securities companies.