Research On The Improvement Of Customer Service Quality Of The HB Business Department Of FZ Securities

With the continuous deepening of China’s reform and opening up,the reform of the securities industry has also entered the deep-water zone,with more perfect and strict supervision,the degree of opening to the outside world has been rapidly improved,and the development of science and technology has accelerated the transformation of the industry,which is facing unprecedented changes.In the field of brokerage business of securities companies,due to the highly homogeneous business and services and fierce competition,its core indicator commission rate has been declining year by year,and it has approached the cost line of securities companies.As the forefront of the brokerage business of securities companies,if the sales department wants to gain a competitive advantage in such a competitive environment,the most effective and critical grasp is to improve the quality of its customer service,especially in the context of the overall transformation of the brokerage business into wealth management.It has become an industry consensus to improve the service quality of the securities business department to build a competitive advantage.FZ Securities’ HB business department has developed slowly in the past two or three years.Its ranking in the evaluation of similar business departments of the company has been declining year by year.In the competition in the regional market,it has not achieved a clear advantage.In the face of huge transformation pressures and operating pressures,the HB Sales Department can only improve the disadvantaged situation by improving the quality of its customer service.Based on the 5GAP model and SERVQUAL model theory,based on understanding the basic situation of the sales department and the current status of customer service,this article first builds a customer service quality evaluation model for the HB sales department,and designs the evaluation index content suitable for the HB sales department,random survey method to investigate the quality of its customer service.The survey results show that the customer service quality of the HB sales department is significantly lower than the average level,and there is much room for improvement.Secondly,carry out an in-depth analysis of the survey data,find problems in customer service,and find out the reasons for the gap in service quality.Finally,around five aspects of service concept,recognition of customer needs,customer classification and service supply standards,service delivery processes,and comprehensive capabilities of service personnel,suggestions are made to help HB Sales Department improve customer service quality.