南京小叶投资咨询有限公司的客户关系管理研究.docVIP

毕 业 论 文 南京小叶投资咨询有限公司的客户关系管理研究 专 业 工 商 管 理 学生姓名 班 级 B工商061 学 号 指导教师 完成日期 南京小叶投资咨询有限公司的客户关系管理研究 摘 要：客户关系管理是从20世纪90年代的销售领域逐渐发展起来的，而将客户关系管理的理念和方式引入金融领域则是近几年的事。国内期货行业起步较晚，且行业的规范化程度较低，在经历了连续6年的整顿后，整个期货行业进入了快速发展的阶段。面对日益激烈的竞争环境，各公司之间为了求生存，求发展，就必须提高自身开发客户、服务客户、留住客户的能力。因此整个期货行业迫切需要引入客户关系管理的理念和管理方式。南京小叶投资咨询有限公司（以下简称小叶投资）是一家专业从事期货投资咨询服务的公司。在小叶投资刚起步的阶段，依靠几个多年从事期货投资行业的专业人才管理十几个客户并没有太大困难。但随着公司规模的扩大，业务量的上升，客户数量的不断增加，特别是客户的构成越来越复杂，单纯依靠原有的管理方式往往使得公司的业务一片混乱，客户流失较为严重。因此，公司决定将客户关系管理规范化，系统化。在小叶投资实习期间发现公司在客户关系管理方面存在下列问题：员工在开发和维护客户方面缺乏合作；员工的专业能力不强，不利于提高客户满意度；未对客户流失的情况进行分析。本文针对这些问题，提出了一些建议：加强员工之间的合作；采用多种方式提高员工的专业能力；分析客户流失的原因，采取措施减少客户流失。 关键词：客户；客户关系管理；期货；投资；客户满意度 The Customer Relationship Management Research of Nanjing Xiaoye Investment Consulting Co., Ltd. Abstract：Customer relationship management developed from the sale areas gradually in 1990s, while a few years ago,people introduced the concept and management style of customer relationship management into the financial sector. The domestic futures industry started later than foreign,and the level of industry standardization was very low. After 6 consecutive years of consolidation, the entire futures industry has entered a stage of rapid development. Faced with an increasingly competitive environment, all the companies must improve their ability to develop customers, service customers and retain customers to survive and develop. So the futures industry needs to introduce the concept and management style of customer relationship management imminently.Nanjing Xiaoye Investment Consulting Co., Ltd.( Hereinafter referred to as Xiaoye Investment) is a company which provide futuers investment advisory services . In the early stage of the company,there is not too much difficult for the company to manage the customer relationship by several professionals who have been engaged in futures investment for many