The Study On The Improvement Of Customer Service Management Of The XC Securities Trading Department Of Shenyang

Securities brokerage business has always been an important source of income ofsecurities companies in China, but from the beginning of2008, securities brokerage businessthere is a whole industry downturn. The Commission level and prices are highly relevant,some people describe the brokerage industry is "live at the mercy of the elements", in recentyears, most firms have been aware of the brokerage business needs the necessarytransformation, also did some beneficial exploration. Future competition, mainly reflected inthe securities industry and banking, insurance industry competition, a securities companymust have their own advantages to have a place to live in. At present, firms in the financialservices more professional than banks, securities companies should set investmentconsultants’ wisdom, to provide financial services to customers, help customers achieveassets value, value-added purpose. At the same time, maximize the convenience ofcustomers, customer service, fully covering the whole, realize the upgrading andvalue-added services.In this context, this paper first analyzed the management ideas and service pattern offoreign successful investment banks, put forward the customer service improvementdirection of securities companies in our country, points out that we should improve thebreadth and depth of services, enhances the social penetration of these services, expands thefinancial services; to establish the customer-oriented service concept, upgrade existingcustomer service system, to fine differentiation business transformation. Then, this paperreviews several domestic securities industry customer service evolution, in the XC securitiesbusiness department of Shenyang as the research object, using "Five Forces Model" analysis,has conducted the research and the analysis of the business department customer servicefacing the market competition environment, come to the conclusion that this service stillremain in the channel service and information service category, service level is not high.Pointing out that the business department has not the core competitive advantage, demonstrating the necessity of improving customer service mode. Then, the XC securitiesShenyang business presence of existing customer service mode analysis the reasons to theproblems. Next, the article puts forward in the new market environment, the basic idea ofimproving customer business department of securities service mode: through business modelinnovation, organizational structure innovation and management innovation, from thetraditional "channel" mode to take the customer as the core "service" mode, including anddiscusses contents, this new mode: to define customer service mission, the establishment of amulti-level service platform, to develop a reasonable customer service processes, improveand enrich the service product. Finally, this paper put forward the improvement measuresand steps of implementation. Safeguard measures from three aspects: organizationalstructure of security, system security, security personnel; implementation procedure consistsof four steps: first, to establish the background analysis support system; secondly, reshapingthe organizational structure; thirdly, the customer service process, improve the existingsystem; finally, expand investment consultants team.