Research On Customer Service Optimization Strategy Of CX Securities Call Center

With the change of regulatory policy,the development of Internet and the change of customer demand,the market competition in the securities industry intensifies.As the main window of customer service,call center can help enterprises develop and stabilize customer resources and improve their competitive position.Therefore,securities companies pay more and more attention to the construction of call center and put forward higher requirements for it.This paper reviews the relevant literature research on call center customer service.Based on customer relationship management theory,service quality theory and relationship marketing theory,this paper uses the methods of literature research,investigation and analysis and quantitative analysis,and collects and sorts out a large number of service data of CX securities.Based on the new positioning of the call center,this paper analyzes the service status,service effect and existing problems of CX securities call center.Under the transformation of CX securities wealth management,based on intelligent service,and aiming at further improving service efficiency and quality,this paper puts forward optimization suggestions for the call center in terms of process optimization,customer classification service,service quality improvement,enriching employee incentive methods,and provides specific safeguard measures in human resources,organization,technology,knowledge training,etc.It is hoped that this paper can provide practical experience in customer service for the call center in the securities industry,lay the foundation for the intelligent service of the call center,and provide theoretical methods and practical cases for enhancing the core competitiveness of enterprises.