Advanced Customer Relationship Management and Customer Service Excellence in Banks

This workshop is designed to reach across the three dimensions of CRM (Technology, Analysis and Marketing). Participants will:

• Define customer relationship management
• Develop customer strategy
• Prepare a business plan for CRM
• Collate and analyze key customer data
• Explain the customer relationship process
• Detail the skills, knowledge and behaviours to extract data from customers
• Develop a business plan for a new CRM process
• Model behavior from those who do it well

In this increasingly competitive banking sector, the customer demands increasing levels of service and quality. Therefore, Banks need to systematically enhance and improve the levels of customer satisfaction and secure an overall competitive advantage.

CONTENT

Customer Relationship Management Overview

• Definition of Customer Relationship
• The Importance of CRM
• Developing a customer strategy
• Creating a plan to interact with customers
• Assigning a value to the customers

Data Architecture

• Key elements of successful customer architecture
• How to develop customer information database
• Tools needed when building and analyzing customer information database

Marketing/Contact Management

• What is the process (interactive, dialogue, talk, listen, react and report)
• Consistency in the message to customers through all channels (including force automation, call center, email, web and mail etc)
• Formulation and testing different direct marketing and personal approaches
• Risk and return elements to consider in a CRM business case

Quality Management and Customer Service

• Introduction to quality management
• Basic quality concepts
• What customers want and at what cost
• Managing customer perceptions and expectations
• Managing stressful situations more effectively

Service Quality – Tools and Techniques 

• Effective quality management
• Quality measurement and quality control
• Continuous improvement
• Services quality tools and techniques
• Cause and effect analysis
• Exceeding customer expectations
• Recognize the signals of customer irritation
•  

People Skills to Deliver Excellent Customer Service

• Communicating with our customer
• Listening styles and building rapport
• Influencing skills
• Persuasion techniques
• Dealing with difficult customers
• Understanding where anger comes from
• Developing emotional intelligence

For Whom:

Senior Management Staff, Branch Managers, Staff in Branch Operations, Marketing Officers, Customers Relationship Personnel, Front Office Personnel, Public Relations Officers, Head of relevant department and their staff, Banking Operations Managers, Personal Assistants to Executive Management Staff and others who perform related functions in the Bank.

Training Methodology

The training methodology combines lectures, discussions, group exercises and illustrations. Participants will gain both theoretical and practical knowledge of the topics. The emphasis is on the practical application of the topics and as a result participant will go back to the workplace with both the ability and the confidence to apply the techniques learned to their duties.