Research On The Strategy Of Improving Customer Satisfaction Of IQJ Online Loan Investment Company

The domestic P2 P online loan investment industry has entered a mature stage.In the face of increasingly mature and competitive markets,the platform competitiveness can be enhanced,gain greater market share and higher customer loyalty as well as customer stickness only if customers are satisfied with the products and services of the platform enterprises.Therefore,customer satisfaction management and improvement will be one of the focus of platform companies’ future work.Customer satisfaction is an objective and scientific tool for assessing customers’ perceptions of the company’s products and services.It mainly reflects the perception gap between customer demand expectations and actual gains.The level of satisfaction directly affects the customer’s loyalty to the company and the evaluation of the brand image,which in turn affects the willingness and confidence of repeated transactions.Therefore,the company’s long-term business development cannot ignore the accurate and effective management of customer satisfaction.This article mainly takes IQJ company as the main object,conducts comprehensive and deep research by using quantitative and qualitative research methods based on the relevant customer satisfaction theory.The research model is mainly based on the logic of "discovering problems-analyzing problems-solving problems".Three research methods,including online quantitative research,interviews with customer seminars,interviews with internal staff,will be used to obtain relevant satisfaction evaluations and demand opinions from customers and internal experts so as to do the analysis comprehensively and reasonably.Finally it finds the problems of customer satisfaction in IQJ and proposes improvement strategies based on the findings.After rapid development in recent years,IQJ has ranked among the top ten in the industry,accumulated large number of customer groups,and initially formed a system in service management.However,customer satisfaction has declined significantly over the past three years through the analysis of IQJ’s 2018 annual customer satisfaction quantitative survey,At the same time,there is a clear gap between the satisfaction of many service index and customer expectations,which is the main problem of IQJ’s customer satisfaction.These problems may lead to IQJ’s decline in customer service satisfaction perception,negative brand image evaluation,decreased customer investment willingness,and decline in loyalty,which will affect IQJ’s future customer turnover and long-term business development.Through the analysis of interviews with external customers and internal personnel,the fundamental reasons of IQJ’s customer satisfaction problems are: lackness of customer demand identification and segmentation,unscientific service standard design,insufficient customer service staff skills and inadequate support of customer service system.For these reasons,this paper proposes relevant improvement strategies,namely: subdividing the management of customers,optimizing differentiated service standards,improving the differentiated service skills of customer service personnel and improving the functional content of the CRM customer service system.The customer satisfaction improvement strategy proposed in this paper will help IQJ narrow the customer service perception gap and improve customer satisfaction,thereby enhance customer loyalty,reduce customer churn,attract more potential investment customers,achieve service marketing and shape virtuous circle of business operations.