Strategies Of Improving Service Satisfaction Of High-net-worth Customers Of HT Wealth Company

With the accelerated pace of economic reform and the increasing wealth of the people,the residents have an increasingly strong demand for wealth management.The demand for wealth management is growing rapidly.The number of investors in the industry and related sub industries is also increasing,and the scale is also growing.In the face of increasingly fierce industry competition,third-party wealth management companies need to realize that the industry is still changing and developing,and only through differentiation,personalized services,and continuous optimization of services to improve customer service satisfaction,so improving customer service satisfaction has become a problem that third-party wealth management companies have to face and need to solve.In this paper,the customer service satisfaction of HT Wealth Company is studied.First,the situation and environment of HT Wealth Company are analyzed,and the external environment is analyzed by PEST.Based on the SWOT method,the strengths and weaknesses as well as opportunities and threats of HT Wealth Company are understood.Secondly,the current situation of customer service satisfaction of HT Wealth Company was investigated.Through interviews,it was found that the customer service satisfaction of HT Wealth Company had problems such as low recognition of wealth management products,inadequate customer relationship management,lack of accurate customer service marketing,inadequate professionalism of employees,and lack of effective support for customer service.Then,based on the SERVQUAL model and the characteristics of the third-party wealth management industry,the index system of satisfaction evaluation is established from five aspects: brand image,wealth product quality,customer service quality,employee professionalism and customer relationship maintenance;19 three-level indicators were determined through expert discussion.Then,through a questionnaire survey,based on correlation analysis and multiple regression analysis,the impact of brand image,wealth product quality,customer service quality,employee professionalism,customer relationship maintenance and other factors on customer satisfaction was found,and several major factors were found to have strong correlation with satisfaction.At the same time,the overall score was found to be low.Thirdly,based on the evaluation of high net worth customer satisfaction,this paper puts forward the customer service satisfaction improvement strategy of HT Wealth Company from the aspects of improving the brand image of HT Wealth Company,improving the effectiveness of wealth management products,improving the service quality based on customer classification,strengthening the professionalism of employees,and improving the level of customer relationship management.Finally,it puts forward safeguard strategies from three dimensions of system,organization and communication.This paper hopes to improve the service satisfaction of HT Wealth Company’s customers through these measures,so as to promote the stable and high-quality development of HT Wealth Company,and also provide a reference for other third-party wealth management companies.