Research On Customer Service Management System Of ZD Securities Company

With the development of Chinese capital market, the market environment became more complex. Every one has to be up against the competition of other securities companies, even other financial institutions. The financial products and services are mounting and made more homogenous. This is an invisible and high-pressure war. The pressure just provides motivation to securities reform. We can succeed only really promote the core competitiveness of our companies, find our own market position differentiation, or become the industry leaders.Investors can choose freely any securities company. Naturally their requirements for products and services are much higher now. It brings more challenges to our old serves mode. How to innovate customer service management and how to meet the ever-increasing customer diversified investment needs is one of important issues we need continue to study.ZD Securities Company independently develops the E-commerce platform, Customer Relationship Management system and customer value early-warning system from2010. At same time, it has been working on customer service staff team; organization and system continue building, and basically achieved the service resources accurate delivery, the process management system and the quantitative evaluation system through service management procedure reestablishment and optimization. But its core is products. With the development of stock market, the customer service management system can not satisfy the need of customers.The author thinks, ZD Securities Company should adopt the differential strategy distinguished from the other competitors, after the present domestic and overseas condition are compared and analyzed in this paper. The concrete procedure is:to improve the quality of customer service personnel, to enrich and improve content of the products and services with the help of the business resources, to manage appropriately customer service, to consummate basic databases of customer information that will be analyzed deeply, to understand of customer requirements, to recommend the right products and services to the right customer with the right price through the right sources at the right time basing on assessment their risk tolerance, to vigorously develop the internet financial, to reduce operating costs in the future and expand customer service in scope by improving information-technology means, to respond immediately to customer expectations of flux. It will achieve the ultimate goal of the transformation of multi-wealth management customer service system which is customer centered. It drives value for customers and to create value for our company.