Research On Customer Satisfaction Improvement Of WT Securities Company

In recent years,with the rapid development of securities market,the development environment of the securities industry has undergone tremendous changes.And securities industry is gradually developing on the road to maturity.With the continuous establishment of the business department of securities companies,competition within the industry is becoming more and more intense.Such an environment has brought great challenges to securities companies.If securities companies want to grow in the fierce competition,they must firmly grasp customer resources and establish the service concept of "Customer-Centered".Customer relationship management is the key to improve service ability,management and profitability of enterprises.Customer satisfaction as an important way for enterprises to measure customer service and management,securities companies must combine advanced CRM systems,grasp customer value,develop customer relations management scientifically and effectively,and then improve the company's customer satisfaction.WT Securities Company is a wholly-owned subsidiary of leading securities companies in China.Relying on the strong business support of controlling shareholders,WT Securities Company has some local influence.This paper is based on the current situation of customer satisfaction in WT Securities Company.Through customer satisfaction questionnaire,employee interviews,qualitative and quantitative analysis,case studies and other ways of combining research methods,it studies the current situation of customer service and customer satisfaction in WT Securities Company.Through in-depth investigation of the actual situation,and from customer satisfaction and employee job interviews,the problems in improving customer satisfaction were found.For the problems in customer relationship management of WT Securities Company,the paper puts forward three optimization strategies: customer satisfaction improvement strategy,optimizing strategy of customer service platform construction and employee work model optimizing strategy.The purpose and significance of optimization strategy are summarized in this paper.And the paper thinks: the optimization will improve the management level of WT Securities Company in an all-round way,the company will achieve precision marketing and improve customer satisfaction.At last,in order to implement the optimization scheme smoothly,this paper puts forward the guarantee measures of WT Securities Company's customer satisfaction improvement optimization strategy from four aspects: concept,management,technology and personnel.After in-depth study,the paper provides appropriate theoretical basis and practical guidance for WT Securities Company's customer satisfaction improvement optimization strategy.And it has certain reference value and practical significance for WT Securities Company to strengthen customer relationship management and optimize customer service system in the future.