The Application Of Data Mining In Customer Service Of Securities

With the rapid development of securities industry nowadays,the previous traditional mode that works by commission is no longer applied.It has been the direction of work of securities companies to improve customer service quality,strengthen control of service quality,enhance customer perception,extend the life cycle of customers and transform the structure into comprehensive financial service firm,therefore obtaining the advantage in fierce competition.Selecting Naive Bayes,this thesis plans to make a research on data excavation by combining data and operating conditions of Huafu Securities Quanzhou Branch.Extracting information about assets and trading from a large amount of data of customers,the thesis will preprocess the data in conclusion by data cleaning,numerical text data,and continuous numerical discretization.Based on service demand and Naive Bayes,selecting three characteristics,assets,turnover rate,and profit and loss ratio,to excavate data,this thesis is projected to classify the customers into high-value customers,high-value but easy to die out customers,ordinary customers,low value customers and no value customers.After determining the model,the accuracy rate of verifying the result of classification is over than 90%.Through the research on this subject,we can classify the customer correctly.According to the service trait,we can provide different types of customer with different service so as to improve the depth and accuracy of customer service,thereby enhancing the ability on remaining customers and competitiveness and income of securities company.Introducing the technique of data excavation,such as the Bayes classification model,it helps to construct a financial service system on the whole customers and service,and perfect the life cycle mechanism of the whole customer.Leading customers into correct investment by their traits,promoting transition of customers,it will finally realize the transition of securities company.In this regard,the introduction of data excavation will make the customer service of securities firm better and more efficient.