券商客户积分分级的模型设计与应用

Design and Application of the Classification Model based on Customer Reward Points in Securities Industry

中国证券行业服务严重同质化,客户对证券公司品牌的忠诚度低,如何有效衡量客户价值并持续跟踪客户价值量的变化,是券商提供差异化服务和提高客户忠诚度的前提。本文通过研究券商客户分级方法,指出传统客户分类模式的不足,提出了基于客户积分的客户分级模型,并选取4家营业部客户真实交易数据进行实证分析,进一步论证积分分级模式在量化客户价值、挖掘最有价值客户、营销新客户和服务老客户等方面的独特优势,从而为券商提高客户关系管理水平提供崭新的工具。

Currently the services of China＇s securities industry are seriously homogenous and customers have no loyalty to the brand of security companies. How to effectively measure customer value and track the change of value continuously, has become the precondition of providing differentiated services and enhancing customer loyalty. By investigating the classification method of securities firm＇s customers, the article points out the deficiencies of traditional customer classification, and brings forward ＂customer classification model based on reward points＂. The model is demonstrated based on transaction data from 4 branches of Xiangcai Securities Co., Ltd. It proves the unique advantages of quantifying the customer value, measuring the valuable customers, attracting new customers and satisfying current customers. The securities companies can enhance customer relationship management by providing new tools based on the new customer classification model.