Research On Customer Relationship Management Of GX Securities Company

In the new management concept,the value management and optimization of customers are more and more important.To establish a good economic relationship with customers is one of the core tasks for enterprises to improve market competitiveness,and it is also a long-term strategic task.Since the establishment of GX securities Zhengzhou branch,on the basis of stable development of enterprise scale and management level,senior managers have increasingly realized the importance of customer resources to the future development of the enterprise.However,the management mode of the company's customer relationship only stays in the stage of customer file management at present.The idea of customer relationship management is not mature enough,and the corresponding technical means are not available to match the changes in customer needs.Therefore,CRM optimization research becomes an urgent problem to be solved.In this study,to clarify customer relationship management in the company produced the important influence and role in the development process in first,and then based on the development status of GX securities Zhengzhou branch,customer segmentation,and detailed analysis and expounds the customer service process,found that GX securities Zhengzhou branch current customer relationship problems and deficiencies existing in the management process.Using of the related techniques such as questionnaire investigation method,through analyzing the needs of customers to build Zhengzhou branch of GX securities customer relationship management(CRM)demand structure,determine the GX securities Zhengzhou branch in the organizational structure of customer relationship management(CRM)system,develop the collection process of customer consumption information data and improve the value evaluation system of customer relationship management.On the basis of analyzing and discussing the customer's historical value,current value and incremental value,further improve the relevant process of using data and information in various functional modules and departments of the system.Finally,establish the customer satisfaction evaluation index system of GX securities Zhengzhou branch to maintain and upgrade the customer relationship management system.In summary,through comprehensive descriptions of customer acquisition,organizational restructuring,and customer relationship management process optimization,this study also proposes sufficient conditions for the implementation of the improved customer relationship management solution of GX Securities Zhengzhou Branch,and from the program From the three perspectives of planning,construction and deployment,the implementation process of the improved plan of GX Securities Zhengzhou Branch was designed and described.In addition,in order to facilitate the implementation of the program,this study also recommends that the company establish a cultural concept centered on customer needs,develop and build future flexible organization and strengthen customer complaints system and employee training.