Research On The Service-oriented Customer Relationship Managementof Guoyuan Securities Co.,Ltd

With the advent of the Internet finance era,Guoyuan Securities' customer relationship management has encountered no small challenge from concept to implementation.Its traditional CRM model has been unable to keep pace with the development and actual needs of the times.Since 2015,three major real problems has been put in front of Guo Yuan Securities such as the lack of performance,business risk management and poor management,changing customer management has become a top priority.First of all,Guoyuan Securities analysis of its CRM management status and competitive environment,based on its internal environment with Internet finance thinking,Big Data CRM platform,strategic competitive advantage,the concept and team foundation of CRM transformation,Guoyuan Securities reached the necessity and feasibility of Service-oriented CRM mode;Secondly,to change the concept of customer service,focus on customer care,improve customer experience for the purpose of service-based customer relationship management philosophy into the new CRM system design,and ultimately establish a service-oriented CRM system as the basic program from the broker business restructuring,risk prevention,process optimization and CRM infrastructure;Finally,in the concrete implementation process,through the application of marketing model innovation and Internet +,the transformation of brokerage business can effectively promote th e growth of performance and meanwhile strengthen the construction of risk management system,continued optimization of business processes and operation mechanism,and ensured the feasibility of the implementation plan from the system.At last,through a series of safeguard measures such as strengthening the infrastructure of CRM system,developing financial data service system and accurate information system,Marketing function CRM platform,thus solution realistic issues such as poor communication,poor management and lack of risk control,and ultimately achieve the fundamental goal of a substantial increase in performance growth and customer service quality.We focus on how Guoyuan Securities improve its CRM system by using Internet technology and information technology and realizethe transformation from the traditional solution-oriented CRM with the purpose of solving its own customer management needs to the new type of service-oriented CRM with the purpose of solving customer problems CRM.In the process,we see that Guoyuan Securities enhances the user experience through two core functions of "meticulous service" and "precise information" base on its “Gold Data”,created a comprehensive financial Service Platformwith customer experience as the center,provided a vivid financial Internet + casefor the industry with a wider range of practical guidance.