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Retail Banking Institute
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Course Content

PART 1: DEVELOPING CUSTOMER MANAGEMENT CAPABILITIES
INTRODUCTION TO CUSTOMER MANAGEMENT
CORE CAPABILITIES OF CUSTOMER MANAGEMENT
KEY ROLES IN A CUSTOMER-CENTRIC BANK
MANAGE THE RELATIONSHIP BETWEEN THE BANK, ITS PEOPLE, AND ITS CUSTOMERS
GET, GROW, AND KEEP VALUABLE CUSTOMERS
HAVE A DEEP UNDERSTANDING OF CUSTOMER NEEDS, BEHAVIOUR, AND VALUE
PROSPECTS AND CUSTOMERS
DEVELOPING SEGMENTATION
GATHERING CUSTOMER DREAMS, PROBLEMS TO BE SOLVED, AND JOBS TO BE DONE
USING TECHNOLOGY TO GAIN A DEEP UNDERSTANDING OF CUSTOMERS
ENGAGING SPECIFIC CUSTOMERS OR SEGMENTS
OPTIMISE CUSTOMER SATISFACTION AND DEVELOP A RELATIONSHIP OF TRUST AND LOYALTY
PART 2: OPERATING IN A CUSTOMER-CENTRIC WAY
OPERATING IN A CUSTOMER-CENTRIC WAY
TURNING CUSTOMER DATA INTO AN ASSET
CUSTOMER ANALYTICS TOOLS AND SOFTWARE
CUSTOMER JOURNEY ANALYTICS AND MAPPING
CUSTOMER VALUE
CUSTOMER LIFETIME VALUE
CUSTOMER RELATIONSHIP MANAGEMENT
HOW TO IMPLEMENT OR REMEDIATE A CRM SYSTEM
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