Research On Customer Relationship Management Of QL Security Company

Customers are the the most valuable strategic resources of the securities companies. Customer relationship management (CRM) is one of the most effective ways to the customer resource management of securities companies. On the basis of superior management strategies and advanced information technology, to achieve effective integration of customer information resource by reconstructing organization and reengineering business process, the value of customers are analyzed to improve their satisfaction, and new customer resources are tapped. Eventually the aim of maximize profits of securities companies is achieved.Firstly, the paper analyzed the present situation of the management of customer relationship of QL securities firms from the view of system structure and function. Many issues of QL securities firms such like the lack of customer awareness and thorough reliable customer data, poor coordination within departments, poor integration with other applications are found. Secondly, propounding new requirements to QL securities firms by thorough analysis of the securities industry’s complex external environment, paper suggested to reconstruct the company organization structure into three parts:retailing customer service headquarter, institutional customer service headquarter and customer service center, trying to completely tapping the potential value of clients and then subdivide them. Thirdly, optimize the service process of CRM management system in details at corporate level and sales department’s level. And from the implementation of marketing and refinement based on the "service bus" perspective on the optimization results were analyzed. Finally, the QL securities carried out specific safeguards of customer relationship management.QL security company is the one of the most representative domestics securities company, this paper proposes forward-looking and practical optimization steps and processes by analyzing and optimizing. So the research of customer relationship management of QL securities firms have certain representativeness. The result of this paper has certain reference value to further optimization and improvement of customer relationship management system to other securities firms in the country.