Research On The Improvement Of Customer Relationship Management Of K Business Department Of T Securities Company

With the increasingly fierce competition pressure in the securities market,the importance of customers to securities companies has become increasingly prominent,becoming one of the key factors for their development,and each securities company is constantly increasing the management of customer relations to enhance its core competitiveness.The conventional marketing model leads to marketers paying too much attention to self-interest,unable to establish high-quality customer relationships,which has caused great obstacles to the development of securities companies.At this stage,most securities firms in China have established a special management system for customer relations,but the customer relationship management level of most companies needs to be improved.In the case of deepening financial innovation,enriching business types and more fierce market competition,if you want to grasp more initiative in market competition,you need to pay full attention to customer relationship management,not only need to provide customers with preferred products that meet their needs,but also brokerage business should take the initiative to change,take the initiative to upgrade services,so that the diversified needs of customers can be fully solved,so as to enhance customer loyalty.Based on the theory of customer relationship management,this paper takes the K business department of T Securities Company as the research object,discusses and analyzes the basic situation of the K business department of T Securities Company and the customer relationship management of K business department,and conducts research and analysis of the existing customers of K business department by means of questionnaire survey.It is found that there are problems in the customer relationship management of the K business department of T Securities Company: customer identification ability needs to be improved,customer classification is unreasonable,customer interaction and communication are relatively lacking,and there are problems such as insufficient attention to customer customization work.After the improvement of customer relationship management of the K business department of T Securities Company,the K business department of T Securities Company needs to pay attention to customer identification;Classification by customer value;Improve the quality of interactions with customers;Provide customized services and other aspects to solve problems.In the context of the digital age,the digitization of customer information has greatly improved the ability of enterprises to use modern tools to manage customer relationships,and if securities companies and their branches want to be invincible in the market competition,they must adapt to the development of the times and adhere to the "customer-oriented" company development thinking.Customer relationship management and business development are very closely related,so this paper takes K Business Department as the research object and systematically explores its customer relationship management methods,which also has some important reference value for other securities companies at home and abroad.