The Research On Optimization Of Customer Relationship Management In Haitong Securities Company

With the increasingly fierce competition in the financial market,the development of securities companies is facing severe challenges,customer satisfaction,service level gap,customer loyalty has become the key to securities companies to obtain sustainable competitiveness.Through the methods of literature research and field investigation,this paper takes Haitong Securities Company as the research object,and analyzes the related issues of customer satisfaction evaluation of the securities company.Firstly,this paper discusses the current situation of Haitong Securities Company,and analyzes the current situation of Haitong Securities Company's customer satisfaction.Through strengthening the concept,customer friendship,customer management,customer satisfaction has achieved better results.Subsequently,the paper constructs the main index system of Haitong Securities Company's customer satisfaction evaluation,and determines the weight of the index by analytic hierarchy process,puts forward the implementation plan of the evaluation,and finally puts forward the countermeasures to promote Haitong Securities Company's customer satisfaction evaluation,in order to further enhance customer satisfaction for the securities company.It also provides policy recommendations for sustainability and competitiveness.The main value of this paper is that improving customer satisfaction is the key for securities companies to gain development advantages in the fierce market competition environment.Through the case study of Haitong Securities Company,this paper puts forward corresponding evaluation indexes and weights for the evaluation of customer satisfaction of securities companies,which can be used for other securities companies in China.Customer satisfaction evaluation provides theoretical reference and case experience interpretation,and has certain application value.