Research On The Customer Relationship Management Of Naniing Securities

With the implementation of floating commission system in securities industry,the era of making money easily has gradually passed.The securities industry is facing more and more strict and standardized regulatory constraints,but also facing more and more fierce competition inside and outside the industry.Investment customers also attach great importance to the commission rate of various securities companies.The fierce Commission war has forced the securities companies to change their thinking.The business departments of securities companies continue to integrate their own resources,optimize customer relationship management,optimize customer segmentation standards,and constantly improve their service ability and service quality,so as to achieve the business goal of maximizing profits and walk out of a differentiated competition The road.This paper studies the theory and practice of customer relationship management at home and abroad by referring to relevant literature.Through the design of relevant questionnaires,we understand and master the current situation of customer relationship management in NJ Business Department of Nanjing Securities.Based on the current situation and the existing lack of standardized service assessment of marketing personnel and investment consultants,traditional marketing methods can not provide personalized and professional Service,customer distribution mechanism of business department can not effectively play the value of investment consultant and the lack of effective systematic management of customer information.Through qualitative analysis,comparative analysis,case analysis and other methods,this paper analyzes the causes of the problems and the impact on the operation of the business department,and puts forward the optimization of service standard assessment index,optimization of personalized and professional service quality Some suggestions are put forward to promote the customer relationship management in NJ Sales Department,such as assessment index,improving customer distribution mode and improving the construction of customer information management system.Nanjing Securities Company is one of the large regional comprehensive securities companies in China.As the headquarters and the business department of the provincial capital city,the analysis and Research on the customer relationship management of Nanjing Securities Company has certain reference significance for other domestic securities companies and business departments of the same scale.