Research On Improvement Of Customer Relationship Management In MM Securities Company

At present,with the deepening reform of China's financial system,the degree of competition among securities companies is becoming increasingly fierce.In order to seize the market and compete for customers,major securities companies have put forward the concept of customer relationship management and introduced advanced customer relationship management methods.Domestic securities companies have quickened the pace of transformation in traditional business,namely brokerage business.They have begun to pay attention to customer relationship management.By shaping brand,innovating products and strengthening marketing,they have begun to establish customer-centered customer relationship management system.But most of them are outdated in these securities companies,it leads to the inefficiency in customer relationship management system which depend on customer relationship management theory and take the information technology as a carrier,and it also makes the system can not maximize its utility.All of these result in the the situations like unclear in customer profile and traditional pattern in customer service so on.It greatly reduced the quality of customer service and stickiness of customer relationship.In this paper,we mainly use the methods of questionnaire,case analysis and literature review to study and analyze the prominent problems in customer relationship management of MM securities companies and the underlying causes of these problems,and come up with the according improvement measures.The results show that although MM Securities Company has taken a series of measures in CRM and achieved phased results in CRM,there are still some problems in CRM,such as failure to classify service objects effectively,irregular CRM service flow.The problems of lack of competitive advantage in customer development and maintenance,lack of pertinence in customer relationship management,imperfect customer relationship management database and low utilization efficiency of customer information resources are mainly related to the company's inadequate understanding and concept of customer relationship management,imperfect customer relationshipmanagement support and guarantee.The improvement in CRM in MM Securities Company should take measures in sticking to the Corporate strategic development goals,taking the customer demand as a fundamental principle,focusing on locating the service object precisely,standardizing the customer relationship management processes,focusing on the customer development and maintenance,establishing a complete customer classification management mechanism and establishing a complete database of customer management information so on,and also take according measures from system,culture,human resources,organization,technology,etc,which is definitely required to improve overall management standard in customer relationship in MM Securities Company.