Research On Customer Relationship Management Optimization Of D Securities Company

With the continuous development of China’s securities market,the number of companies in the securities industry continues to increase,and the phenomenon of business homogeneity is serious.The competitive pressure faced by securities companies is increasing,and the industry insider situation of competing for customers is becoming increasingly fierce.How to retain old customers and attract new customers through optimizing customer relationship management has become one of the important means for domestic securities companies to cope with industry competition.D Securities Company is a wholly-owned holding company of the SASAC in S City,J Province.This article takes the company’s customer relationship management as the research object,based on theories such as customer segmentation,customer satisfaction,and customer life cycle,and uses methods such as literature analysis,customer questionnaire surveys,and employee interviews to study and summarize the current situation of D Securities Company’s customer relationship management,analyze the existing problems and reasons,and propose optimization measures for the company’s customer relationship management.In recent years,D Securities Company has continuously standardized and improved its customer relationship management work in accordance with the management plan,in order to adapt to and meet the service needs of customers in the era of online finance.However,at present,the company still has problems such as insufficient brand image building,software technical defects,poor development and maintenance processes,low internal work efficiency,poor product service quality,and insufficient customer service capabilities.According to the reasons for the problems,the company can continue to promote various optimization measures by improving its customer relationship management capabilities and the technical level of the company’s CRM system,deeply tap the potential of its work,create a new model of online financial service work for D Securities Company with a more professional and efficient system,solve the difficulties faced by the company’s current customer relationship management work,and enhance its market competitive advantage and profitability.The customer relationship management work studied in this article includes two major aspects:customer relationship development and maintenance,and technical support for customer relationship management.The two aspects are innovatively combined,namely,upgrading the CRM customer relationship management system through technical support,and then optimizing the development and maintenance of the company’s brand,software quality,product services,customer complaints,basic service systems,and service development processes,This creates a virtuous circle.However,the existing sample size of the questionnaire used in this study is relatively small,which to some extent will affect the credibility of the survey results;As a grass-roots employee of D Securities Company,the author’s job influence is limited,and the countermeasures and suggestions in this article may not be adopted by the company’s management.