对于财富管理公司来说，客户是企业生存的命脉，也是企业的最重要的资源。 而随着当前市场经济的发展，对于客户的争夺也越来越激烈，客户本身的需求也 愈加多样化。而反观财富管理公司，为客户提供的价值则越来越同质化，表现为 难以进一步深入触碰到客户的深层需求。因此，提升客户服务质量，对于财富管 理公司来说日益重要。只有能够做好客户体验，改进营销策略，获得更深层的客 户认同，从而实现盈利。因此企业需要展开客户调研，分析归纳总结客户的不同 情况，并且加以分类，提供针对性服务，从而提出有实际意义的解决方案，切实 解决财富管理公司的实际问题，以实现企业经营目标。 当今市场上，当众多企业提供的产品和经营项目在核心利益层次和形式产品 利益层次越来越接近时，附加产品的利益层次则成为了客户的追求。服务质量的 高低成为客户满足需求的重要标准。为客户服务，如果仅仅停留在口号上而不表 现在经营业务过程中，无法实现好的客户体验，会被客户所摒弃，不断流失客户， 最终被市场淘汰。只有找准适合自身发展的客户服务管理策略，才有机会在激烈 的市场竞争中站稳脚跟，并不断焕发新的生机与活力。 杭州JC财富管理有限公司是一家国企背景，员工参股、混合所有制的财富管 理机构，践行开发性金融理念，秉承“诚实”、“严谨”、“责任”、“价值” 的公司文化，坚持客观、精品、个性的经营理念，为高净值个人客户和机构客户 做有温度的产融服务。本文专注于研究JC财富管理公司的客户服务管理策略，探 索符合市场条件，适合财富管理公司的长期可持续发展之路，并且认真剖析我国 财富管理公司的未来发展在客户服务管理中所面临的内外部环境因素，从策略、 管理等多方面实施研究。对JC财富管理公司的客户服务管理策略进行研究，有利 于JC财富公司不断完善客户体系，有效提升客户满意度。 关键词： 客户关系，客户服务，管理策略，财富管理 III Abstract For wealth management companies, customers are the lifeblood of enterprises, and also the most important resources of enterprises. With the development of the current market economy, the competition for customers is becoming more and more fierce, and the needs of customers themselves are becoming more and more diversified. On the contrary, the value provided by wealth management companies is becoming more and more homogeneous, which shows that it is difficult to further touch the deep needs of customers. Therefore, it is increasingly important for wealth management companies to improve the quality of customer service. Only can do a good job in customer experience, improve marketing strategy, obtain deeper customer recognition, so as to achieve profitability. Therefore, enterprises need to carry out customer research, analyze and summarize the different situations of customers, classify them, and provide targeted services, so as to put forward practical solutions and effectively solve the practical problems of wealth management companies, so as to achieve the business objectives of enterprises. In today's market, when the products and business projects provided by many enterprises are getting closer and closer in the level of core interest and formal product interest, the interest level of additional products has become the pursuit of customers. Service quality has become an important standard for customers to meet their needs. For customer service, if only stay on the slogan and not in the business process, can not achieve a good customer experience, will be abandoned by customers, continue to lose customers, and finally be eliminated by the market. Only by finding the right customer service management strategy suitable for their own development, can we have a firm foothold in the fierce market competition and constantly radiate new vitality and vigor. Hangzhou JC Wealth Management Co., Ltd. is a state-owned enterprise background, staff shares, mixed ownership of wealth management institutions, practice the development of financial philosophy, adhering to the "honest", "rigorous", "responsibility", "value" corporate culture, adhere to the objective, high-quality, personalized business philosophy, for high net worth individual customers and institutional customers to do a warm financial services. This paper focuses on the research of JC wealth management company's customer service management strategy, IV explores the long-term sustainable development path that meets the market conditions and suits the wealth management company, and carefully analyzes the internal and external environmental factors faced by the future development of China's wealth management companies in customer service management, and carries out research from the aspects of strategy and management. Research on JC wealth management company's customer service management strategy is conducive to JC wealth company's continuous improvement of customer system and effective improvement of customer satisfaction. Key words: Customer relations, Customer service, Management strategy, Wealth management V 目 录 第1章 绪论.................................................................................................1 1.1 研究的背景及意义.........................................................................1 1.1.1 研究背景...............................................................................1 1.1.2 研究意义...............................................................................1 1.2 国内外研究现状.............................................................................2 1.2.1 国外研究现状.......................................................................2 1.2.2 国内研究现状.......................................................................3 1.2.3 国内外研究评述...................................................................6 1.3 研究方法与研究内容.....................................................................6 1.3.1 研究内容...............................................................................6 1.3.2 研究方法...............................................................................7 第2章 客户服务相关概念及理论.............................................................8 2.1 相关概念.........................................................................................8 2.1.1 服务管理...............................................................................8 2.1.2 客户满意度...........................................................................8 2.1.3 客户忠诚度.........................................................................10 2.2 关系营销理论...............................................................................10 2.3 客户关系管理...............................................................................11 2.4 客户分类管理...............................................................................11 第3章 JC财富客户服务管理的现状与问题分析.................................15 3.1 JC财富管理公司简介...................................................................15 3.2 JC财富客户服务管理现状分析...................................................18 3.2.1 当前JC财富客户的分类及特点.......................................18 3.2.2 JC财富客户分类管理现状.................................................21 VI 3.2.3 JC财富客户满意度与客户忠诚度管理现状.....................24 3.3 JC财富客户服务管理的问题分析...............................................26 第4章 JC财富客户服务管理的改进策略.............................................29 4.1 服务品牌建设改进策略...............................................................29 4.1.1 服务品牌建设制定策略的目标.........................................29 4.1.2 服务品牌的建设理念.........................................................29 4.1.3 服务品牌的改进措施.........................................................30 4.2 大客户管理改进策略...................................................................35 4.2.1 大客户管理策略制定目标.................................................35 4.2.2 大客户业务管理目标制定.................................................35 4.2.3 大客户维护.........................................................................39 4.2.4大客户订制..........................................................................42 4.3 客户满意度与客户忠诚度管理策略.........