Design And Implementation Of CRM System For Huatai Securities

It’s a hot topic that how to stand the enterprise in good stead using the CRM. Huatai Securities is a securities company established earlier in China, a lot of problems of custom management were brought as its scale continuous changing and the number increment of customers. For example, service is limited on single channel, less products, the customer service quality can’t service the customer requirement. In view of these problems, it’s expected to improve the competence of the enterprise through deploying the CRM in Huatai Securities. It’s necessary for a successes CRM system that different departments cooperation, this paper shown the CRM system implementation in Huatai Securities in the scene of software deployment.At first, this paper described the concept of CRM and its history, summary the CRM’s application in the insurance, telecommunications, electronic commerce, real estate, bank and medical institution. A key point of CRM application was shown by the CRM review, namely, the key point of CRM implementation is that the combination between CRM and specific industries. And then, the business of Huatai securities was subdivided, the workflow of CRM implementation in Huatai securities was given. From the view of business, the business of Huatai was divided:business and resource management, new business development, customer management, sales and service, account service, business portfolio management, financial management, etc; from the view of management, the business was divided decision, management control and execution. The classic business workflow was given based on the subdivided, which laid a foundation for the deployment of CRM system. Finally, the realization of CRM system was described. In the concrete implementation, the content contained by each model was emphasized. The implementation of the customer management model, product management model and marketing management model was shown in this paper. At the same time, an integration of BO and Siebel was implemented at first in order to reduce the system cost.It was effectively resolved the problem of customer management in Huatai securities appearing with the company’s development by introducing the CRM system. After a period of testing and commissioning, the CRM system has been applied to the actual business of Huatai securities, which reduced a greatly enhancing of work efficiency in Huatai.