Study On The Optimization Of Customer Service Strategy In D Securities Company Based On The Financial Technology

For a long time,the channeling business has accounted for a large part in the broking businesses of China's securities company.But with the increasingly fierce homogeneous competition in this industry,D securities company,as a firm with a relatively strong comprehensive strength,is also facing the problem caused by the lagging broking business,which makes it urgent to diversify its customer services.In these days,the financial technologies,including cutting-edge technologies such as artificial intelligence,cloud computing,and big data,have gradually played a key role in solving the pain points in businesses among the industry and in the transformation development.Besides,the financial technology also makes it realizable to offer the true individualized services and to practice the "customer-centered" service philosophy.As a witness of the development of China's security industry,the author has obtained rich experience and full understanding of the customer service.Thus,by virtue of this research subject,the author hopes to explore the application and practices of the financial technology in the security customer services so as to provide some ideas and suggestions for the optimization of D company's customer services,and meanwhile,to offer some enlightenment and reference to other companies in this industry.On the basis of the theoretical research,this paper has referred to a wealth of literature and researches by experts and scholars at home and abroad,industry insiders and related researchers,and analyzed the reasons for problems existed in the customer services through theories such as the customer satisfaction theory,the long tail theory,and the financial technology theory.At the same time,it has compared the experience of applying financial technologies to serve customers between domestic and foreign securities companies,and studied the optimization of D company' customer service strategy with the idea of financial technology.By following the paradigm of identifying problems-analyzing problems-solving problems and taking D company as the study case,the paper has analyzed the state quo of its customer service and noticed that existed problems include:the big service gap,the lack of understanding for customers,the shortage of individualized services,and the low customer service efficiency.And further analysis concludes that the potential causes lie in the inadequate customer service innovation,the weak awareness of customer value,the insufficient support of the company's internal resources,and the lack of importance on the financial technology-based customer service strategy.Thence,the paper holds that in order to solve the problems existed in the customer service of D company,the financial technology is needed to optimize the customer service strategy.The study conducted in this paper has demonstrated that the application of financial technology to the customer service of securities company has effectively reduced the service cost,enhanced the service efficiency,partially solved the information asymmetry,simplified the investment decision-making procedure for investors,and dramatically increased the compatibility between financial products and investors,services and demands.Based on the understanding of the financial technology service principles and of customers' demands for services,the paper has analyzed the measures to optimize the customer service from the perspectives of customer service optimization and the business support optimization under the guidance of customer service strategy optimization.In addition,it has also expounded on these measure from four aspects:customer insight,intelligent service,business platform optimization,and compliance management intelligentization.Meanwhile,in accordance with the actual operation situation of D company,the paper has put forward the concrete measures from the following views:the organization chart optimization of broking businesses,digitalization construction in the company,and the information system technology reform,in order to make sure the smooth implementation of customer service strategy optimization measures.Therefore,the paper believes that the traditional customer service model in D company is not longer able to fit into the development in the future,and the application of financial technologies to customer service can substantially enhance the quality of services,truly realize the "customer-centered" philosophy,and comprehensively improve the overall service experience of customers.