G Securities Company M Business Department Customer Relationship Management Optimization Strategy

After more than 30 years of development,the securities industry has become an important component of the financial market.The main function of the securities market is to achieve financing for enterprises,asset management for institutions and individuals,and plays a very important role in the development of the national economy.The securities market is a perfect competition market.In order to attract customers,securities companies have reduced transaction rates and increased the yield of investment products.The continuous reduction of transaction costs has greatly weakened the profitability of securities companies,and even led to operational losses for some securities companies.As the first business department of G Securities Company in the Wuhan region,M business department is responsible for the marketing and management of institutional and individual clients in the Wuhan region.However,the M business department is facing increasing difficulties in mining institutional clients,and the transaction commissions of individual clients continue to decrease,which seriously erodes the profitability of the business department.Therefore,studying the optimization strategies of its customer relationship management has important theoretical and practical significance.This article takes the M business department of G Securities Company as an example,analyzes the current situation of customer relationship management using customer relationship management theory,identifies its existing problems and reasons,and proposes ideas and measures for optimizing customer relationship management.Through analysis,this article concludes that the optimization of customer relationship management is closely related to the company’s business.The M business department needs to start from implementing customer classification management,improving customer service experience,building customer interaction mechanisms and recovery mechanisms,etc;In order to ensure the smooth implementation of the optimization measures of customer relationship management of M Business Department,the research suggests that the marketing management team should be strengthened from the construction of customer service team,incentive assessment mechanism and customer relationship management system.By linking employee compensation performance with customer relationship management,we aim to enhance employees’ attitude and enthusiasm towards customer relationship management.