Research On Customer Service Quality Improvement Of H Securities Company

In recent years,due to the increasing competition in China's service industry,more and more companies recognize the importance of service quality.High-quality services have made significant contributions to increasing market share,return on investment and reducing production costs.Therefore,the service industry has repeatedly high quality service as a competitive advantage.The securities industry is affiliated to the financial services industry.In recent years,due to macroeconomic fluctuations,stock market downturns and falling commission rates,China's securities industry is in the stage of innovation and transformation,and industry differentiation is further intensifying.Constantly following the transition from “product-centric” to “customer-centric”,competition continues to be fierce.How to expand customers at this time is undoubtedly a key issue for improving core competitiveness.The customer service department is the carrier that the securities company concentrates on serving customers.Through the improvement of service quality,it seeks the differentiated operation of the enterprise,so as to transform and upgrade and improve the service level,it is the way for the development of China's securities companies.H Securities Company is the leading comprehensive financial service provider in China's securities industry.Its customer service is specifically responsible by its customer service department.It includes securities consulting service,routine return visit service,online intelligent customer service,online complaint service and off-site business management of the company's unified customer service hotline,and provides convenient services to customers in all directions.This paper takes H Securities Company as the research object,and through the methods of investigation and analysis and case discussion,completes the discussion on the problems of customer service of H Securities Company,and proposes the specific scheme of optimizing customer service according to the problems of customer service of H Securities Company.The formulation of customer service guarantee measures has certain significance for improving the quality of customer service of securities companies.The paper introduces the source of the topic,the background and significance of the research,the content and methods of the research,introduces the quality of service,discusses the impact of service quality on the company,and points out the innovation of this paper.The customer service,quality management theory and customer satisfaction theory are reviewed.The service quality gap model and the satisfaction classic model are introduced.The H securities company profile,customer service system,customer service process,and customer service quality status are described.Through research and analysis,it is concluded that H securities company has difficulty in recruiting customer service personnel,new customer service mobility,lack of enthusiasm for old customer service personnel,and telephone call-in business customers.Low connection rate,low customer evaluation rate,low accuracy of online intelligent customer service,low customer return visit rate,inconsistent off-site business auditing standards and long complaint handling time,and analysis of customer service quality problems.To this end,H client company has developed a customer service quality improvement program based on the main content of service quality theory and customer satisfaction theory.From optimizing customer service management processes,improving service quality indicators,strengthening management and supervision of service quality work,and handling complaints efficiently,we have comprehensively formulated specific measures to improve customer service quality,which can specifically improve customer service quality of H Securities.For other similar companies,it can also be used as a reference.