How to educate investors?

With the sustained development of economy, securities market transactions are increasingly active. At the same time, all kinds of concept hype are also popular, true and false news is flying all over the sky, junk stocks are rising to the sky, and "the most cattle retail investors" are emerging one after another. Behind these phenomena, there are various behaviors such as interest transfer, stock price manipulation and insider trading.

Of course, the development of the securities market is inseparable from the contribution of small and medium-sized retail investors, and the healthy operation of the securities market is also inseparable from mature investors. Only by letting investors really know and understand the market can we accurately grasp the market; Only by letting investors truly understand the characteristics and risks of the securities market can we take a positive and responsible attitude towards customer service, so investor education is particularly important for our brokers.

Based on the above understanding, our national securities has always adhered to the guidance of regulatory agencies and associations, adopted a series of measures to establish an investor education system, and realized the implementation of investor education in daily operations. Let's talk about how to carry out investor education from seven aspects.

First, the business department strengthens investor education in brokerage business.

In terms of customer service, we should pay close attention to the internal control of the business department and strictly implement the separation system between the front and back offices of brokerage business. After-hours analysis every afternoon is explained by Shi Chunmin, the senior account manager of the marketing department, to remind customers to invest rationally and avoid risks in time. The backstage tellers are skilled in business tomorrow morning, carefully check the identity information of customers who come to handle business, strictly control the first step of opening an account, and put an end to irregular behavior from the source; In the brokerage service business, the members of our service-oriented account manager team are all old employees with more than 65,438+00 years of work experience. They rely on years of work experience to manage customers at different levels. When there is zero value risk in warrant trading, and when the stock is faced with significant information risk, they will remind customers to pay attention to key issues through various channels, business hall broadcasts, SMS platforms and websites a week ago, especially tracking the holding customers a few days before the last trading day of warrants to remind customers of the risks in time.

In terms of customer risk assessment, we have established a new customer questionnaire survey mechanism to understand the identity, property and income status, financial and securities knowledge background, investment operation experience and risk preference of investors, so as to guide customers to rationally allocate assets. At the same time, the headquarters anti-money laundering system has also established customer identification, and the system will automatically generate the risk level of customers, which provides strong support for customer risk assessment.

In business promotion, the sales department attaches great importance to the management of marketing personnel. From recruitment to training, using the learning platform of the headquarters, marketers need to study 47 courses and pass the exam before they can start their business. The business responsibilities and prohibited behaviors of marketers are clearly defined, and customers are visited in time through the call center system to track the practices of marketers. The purpose is also to better educate investors.

The second is to provide rich learning channels to help customers establish a correct investment concept.

"It is better to teach people to fish than to teach them to fish" is to help investors understand market risks and establish a correct investment concept. On-site investor education exhibition boards were made in the business department, and multimedia investor education columns were set up on the company website and online trading client, which provided basic knowledge, frequently asked questions, trading methods of investment varieties, investment maxims of famous investment masters and other contents in graphic form, distributed the investor handbook uniformly printed by the headquarters to every customer who came to handle business, and repeatedly played the investor education CD published by the exchange by using the TVs on the third and fourth floors of the business department, creating a

Third, establish an investor forum, keep pace with the times and constantly improve.

Investor Forum is the window of foreign investment education of the business department, and it is also the link between the business department and investors. The business department arranges old employees with investment analysis qualifications to serve as forum administrators. According to the characteristics of our department, the content of "new business introduction and risk disclosure" has been added to ensure the freshness of investor education. Forum administrators not only let customers learn the basics, but also ensure that the words are easy to understand. Try to let customers understand technical terms and enrich their knowledge. The internal trainers in the sales department will also hold a series of courses on investment risk control for customers from time to time to strengthen their awareness of risk prevention.

Four, strengthen the education and training of employees, standardize the practice behavior.

Chang Jianping, the general manager of the sales department, has always attached importance to the education and training of employees, and has formed an atmosphere of "building a learning organization and striving to be a knowledge-based employee" in the company, requiring all employees to arm themselves with knowledge marketing and knowledge service. The business department has formed the habit of weekly training, and all employees have signed up for the training organized by well-known external institutions. The head office also organizes strict training for business personnel every year in order to improve the quality of employees. Through a series of training and education, the company's employees' professional ethics and practice norms have been further strengthened, and their professional knowledge and service level have been greatly improved, laying a solid foundation for the effective development of investor education.

Fifth, attach great importance to customer service, track new market risks, and remind customers in a targeted manner.

The sales department attaches great importance to customer service, formulates strict management measures for handling customer complaints, reports a customer complaint form to the headquarters every month, and establishes a customer complaint circulation platform to ensure that every complaint call from the regulatory agency and the switchboard is handled in time, and formulates unified tactics to avoid the escalation of customer complaints.

In the early stage, customers in our sales department suggested that some illegal organizations trick them into stock operations and then share them, and some even forged the company's website for illegal consulting activities. We first collect relevant evidence and report it to the head office in time. The head office announces information in time through newspapers, company websites and other service channels to remind customers of fraud risks, while the business department reminds customers of risks through the call center system and guides customers to identify fraud information.

Intransitive verbs enhance customers' awareness of self-protection and consciously resist all kinds of illegal securities activities.

When introducing products and businesses to customers, the sales department will first carefully study the characteristics and points of new businesses and innovative products, and then introduce them to customers. When a customer opens an account, anyone who has a brokerage relationship will sign a notification confirmation form and a customer service registration form with the customer, and the teller will strictly check and sign for confirmation, so as to clearly inform the legal business scope and help the customer to enhance their self-protection awareness and improve their identification ability.

Seven, the establishment of investor complaints suggestion box.

In order to better serve investors, find out the shortcomings in their own work and strengthen communication with customers, our department has set up investor complaint suggestion boxes on the third and fourth floors of the unit to adopt, handle and feedback investors' suggestions and complaints in time and make relevant records.

Looking ahead, our cause is facing unprecedented opportunities and challenges. Sometimes, and set my cloudy sail straight and bridge the deep, deep sea. National Securities always adheres to the enterprise spirit and value concept of "customer first, pioneering and innovative, honest and trustworthy, standardized and steady, United and cooperative", pursues Excellence, grows together with customers, and makes greater contributions to the prosperity and sustained and healthy development of China securities market!