Design And Implementation Of The Securities Sales Department Customer Relationship Management System

With the further development of China’s reform and opening up, the reform of the securities industry has been gradually deepened. A growing number of companies raised funds through Shanghai Stock Exchange and Shenzhen Stock Exchange to, and China’s capital secularization has been also further improved. Since May2002, the National Securities Commission issued a notice that the rate of brokerage fee can be decided by the individal securities companies, which led to further brokerage fee warand serious homogenization competition among securities companies. To get rid of low brokerage fee, low-quality service homogenization of competition, the business department proposed measures to establish one to one personalized service to customers.Securities business customer relationship management system (CRM) is a proposed solution to establish one to one and customer personalized service. This system propose a solution scheme for customer service to increase the clients’ assets value and achieve both win of customers and securities by analyzing customers’ needs, trading habits, capital turnover rate, customer risk tolerance, family situation data.I’m mainly in charge of system design and database design. I designed customer relation management (CRM) system for securities business department as per the characteristics of securities industry and requirements of securities business department. In requirements analysis phase, this paper conducted sufficient demonstration on system from technical feasibility, economic feasibility, and management feasibility. In the process of analysis, design and development of system, the principles of simplicity, pertinence, practicality, consistency, high efficiency, advancement, and security were adhered to. In addition, some advanced technologies including ASP.NET (active server pages), SQLSERVER database technology, and IIS network service technology were applied. In the issue of resolving one-to-one customer service, the system can provide data analysis measures such as turnover rate analysis, and customer profit and loss analysis to users, thereby providing quantitative data standard for business department staff to serve customers. Currently, the software operates well after testing, and has won favorable comments of business department staff. It has reached design requirements and shall be delivered for application in next phase.