SW证券公司客户服务研究

发布时间：2018-05-18 08:36

本文选题：客户服务模式 + 服务质量　；参考：《中南大学》2014年硕士论文

【摘要】：当前国内众多证券公司的客户竞争过程陷入了佣金价格战之中,SW证券公司在此竞争环境下,客户满意度明显下降,客户投诉和客户流失严重,且已经在一定程度上影响到SW证券公司的市场发展和整体利润的获取,如何优化SW证券公司的客户服务模式,提升SW证券公司的客户服务品质,成为SW证券公司管理层讨论的重点内容。在以上研究背景之下,本文根据SW证券公司管理的现状分析,在讨论分析其客户服务面临的问题的基础上,提出了SW证券公司客户分级分类的基本思路,给出了SW证券公司多维度客户服务框架的构建,讨论分析了SW证券公司客户服务模式优化方案的设置。具体而言,本文研究内容包括： (1)完成SW证券公司客户服务内外环境的综合分析,剖析了SW证券公司客户服务管理中存在的问题； (2)完成SW证券公司客户服务优化方案的构架,建立了分级客户服务新模式和全方面的客户服务体系,建立了多渠道协同服务体系及完善的客户挽留标准化流程； (3)完成SW证券公司客户服务品质的保障措施和应用效果的讨论。总之,借助本文的研究,为优化SW证券公司的客户服务模式,提升SW证券公司的服务品质提供指引。通过建立客户服务的战略布局,为SW证券公司打破佣金竞争的红海,寻找未来可持续发展的利润增长点。本文研究对提升SW证券公司的服务品质则具有较强的可行性和实践意义。
[Abstract]:At present, the customer competition process of many domestic securities companies is caught in the commission price war. Under this competitive environment, customer satisfaction is obviously reduced, customer complaints and customer losses are serious. To some extent, it has affected the market development and the overall profit of SW Securities Company. How to optimize the customer service mode of SW Securities Company and improve the customer service quality of SW Securities Company, It has become the key content of the management discussion of SW Securities Company. Under the above research background, based on the analysis of the current management situation of SW Securities Company, and on the basis of discussing and analyzing the problems faced by its customer service, this paper puts forward the basic idea of customer classification of SW Securities Company. This paper presents the construction of a multi-dimensional customer service framework for SW Securities Company, and discusses and analyzes the optimization scheme of customer service model of SW Securities Company. Specifically, the contents of this paper include: 1) complete the comprehensive analysis of the internal and external environment of customer service in SW Securities Company, and analyze the problems existing in customer service management of SW Securities Company; (2) completing the framework of customer service optimization scheme of SW Securities Company, establishing a new hierarchical customer service model and customer service system in all aspects, establishing a multi-channel collaborative service system and a perfect standardized process of customer retention; To complete the discussion of customer service quality guarantee and application effect of SW Securities Company. In a word, with the help of the research in this paper, it provides guidance for optimizing the customer service mode of SW Securities Company and improving the service quality of SW Securities Company. By establishing the strategic layout of customer service, we can break the red sea of commission competition for SW securities company and find out the profit growth point of sustainable development in the future. This research has strong feasibility and practical significance to improve the service quality of SW Securities Company.
【学位授予单位】：中南大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F832.39;F274

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