Research On Customer Service Management Optimization Of M Securities Business Department

The development and maintenance of customer groups has become the main way for securities companies to improve their market competitiveness In the fierce competition of the securities market.In a customer-led market,securities companies must establish a "customer-centric" service concept for Customers provide a full range of services to promote and promote the rapid development of securities companies while improving customer satisfaction.M Securities Sales Department is a branch specialized in securities services.Since its establishment,it has focused on securities services and has achieved rapid development in various aspects.However,as competition has intensified,performance growth has faced greater pressure.Analysis of the reasons is mainly that customer service is not competitive.Based on customer relationship management theory,customer segmentation theory,and customer value theory,this paper analyzes and studies the customer service management of the M securities business department using the analytic hierarchy process,and takes the M securities business department as a case study.The current status of customer service management,the problems in customer service management,and the reasons for these problems.The following conclusions were reached through research:(1)In terms of the choice of target customers,the M Securities Business Department is still taking traditional securities brokerage customers as the main types of customers,which has led to the continuous decline in the market share of the M Securities Business Department.The target customers should be optimized in accordance with actual conditions On the basis of maintaining traditional business,actively explore new business customer groups and enhance development capabilities by enriching customer groups.(2)In terms of customer acquisition,the M Securities Business Department is mainly based on traditional channels,resulting in higher customer acquisition costs and lower efficiency at the same time.Therefore,while maintaining the original channels,the M Securities Business Department should actively use modern new media technology and new media channels to acquire customers,and at the same time,make full use of the functions and roles of old customers in customeracquisition to improve the efficiency of customer acquisition.(3)In terms of customer maintenance services,M Securities Business Department has low customer satisfaction,high customer churn rate,and insufficient customer activity.Therefore,it is necessary to provide customers with accurate and targeted investment solutions according to the actual needs of customers' investments,improve their investment benefits,and then increase customer satisfaction with M Securities,reduce customer churn,and stimulate customers through good services.Level of activity.(4)In terms of customer value expansion services,the M Securities Business Department currently mainly measures customer value based on the size of customer assets,without fully taking into account the customer's investment behavior,asset flow rate,and other factors.At the same time,insufficient attention has been given to customer value expansion services Evaluation and expansion of institutional customer value.Therefore,the M Securities Business Department needs to use scientific and reasonable methods to evaluate the value of individual customers and institutional customers based on customer value,and expand customer value through optimized allocation of resources on this basis.In short,this article provides a new sample of case studies for customer service management of securities companies,and looks forward to providing suggestions and countermeasures for M Securities Business Department to improve the quality and efficiency of customer service management and enhance competitiveness.