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Customer Relationship Management
  • Overview
  • Objectives & Outline
  • Methodology
  • Participant Profile
  • Trainer
  • Overview
    PROGRAMME DETAILS

    DATE

    19 - 20 May 2021 - Registration closed

    TIME

    9.00am - 5.00pm

    TRAINING PLATFORM

    Zoom
    Customer Relationship Management (CRM) is one of the most important components for sustainable growth in any organisation. With the advancement of information technology, significant progress has been made in designing and managing CRM systems. These efforts facilitate better customer interactions and greater understanding about customers, helping organisation develop greater competitive advantage. A well-planned CRM strategy will increase any company’s likelihood of success in meeting marketing, sales and customer experience objectives.

    This programme provides participants with an extensive understanding of the development of customer relationship management in banking. It is ideal for those who would like to gain more knowledge in handling customers and developing skills that will enhance customer retention and loyalty. Participants will learn the importance of customer relationship management as an integral part of business strategy and as a critical component of effective sales and marketing.

    LEARNING LEVEL

    Intermediate

    PROGRAMME FEE

    MYR

    2,000

    / PAX

    MEMBER

    MYR

    2,300*

    / PAX

    NON-MEMBER

    *Subject to 6% Service Tax

    RegistER NOW
  • Objectives & Outline
    LEARNING OBJECTIVES
    By the end of the programme, participants will be able to:

    • Analyse the customer experience, the importance of consistency across channels and the role played by technology in maintaining and enhancing the experience.
    • Analyse the importance of customer relationship management in a banking context.
    • Examine the importance of satisfying customer needs and how these needs change over time.

    PROGRAMME OUTLINE

    Module 1

    Customer experience
    • Analyse the customer experience in a banking and capital markets environment
    • Analyse the customer experience across all channels
    • Appraise the role of technology

    Customer Relationship Management
    • Analyse the importance of customer relationship management in a banking and capital markets context
    • Describe the basic product marketing mix (four Ps) and extended marketing mix (seven Ps) of services marketing
    • Examine the importance of branding in the context of marketing and differentiation
    • Distinguish between transactional and relationship marketing

    Module 2

    CRM Strategy
    • Examine customer satisfaction and dissatisfaction and the impact each may have on banking and capital markets
    • Demonstrate the factors necessary to achieve customer satisfaction
    • Analyse the essential components of customer care and customer satisfaction
    • Explain the importance of customer behaviour in the decision-making process

    Marketing and Segmentation
    • Compare the various approaches that banks may use in the segmentation of their client base
    • Describe the factors that may influence the segmentation of corporate clients
    • Distinguish between targeting and positioning and describe approaches that a bank may adopt in these areas
    • Describe how a bank may commercially distinguish between and prioritise its clients

    Module 3

    Service Quality
    • Analyse service quality, its components and relevance
    • Analyse the importance of service quality to positioning and service differentiation
    • Explain the aims and objectives or service quality assessment
    • Demonstrate the techniques that may be used to determine the quality of service offered and the benefits of such an analysis

    Customer Communication
    • Analyse the factors that are necessary to achieve effective communication with customers
    • Examine the marketing delivery channel options
    • Appraise the relative advantages and disadvantages of face-to-face and telephone Communications
    • Explain the importance of staff training in relation to client communication

    Module 4

    Service Recovery
    • Explain the importance of correctly handling customer complaints
    • Examine how different customers respond to service failures and the
    • impact it may have on the bank
    • Describe the information to be gathered and the approach to be adopted in seeking to deal with complaints
    • Analyse the steps that are necessary to minimise service failure

    CRM in the Digital World
    • Analyse the use of digital technology and social media in communicating with clients
    • Appraise the impact of technological change on how service is provided
    • Examine the use of different technology to deliver service excellence and enhance customer satisfaction

  • Methodology

    Online lecture, including presentations, quizzes, case studies and discussions.

    Technical Requirements:
    • Desktop, notebook or tablet with camera, speaker and microphone
    • Internet access
    • Conference platform: Zoom
  • Participant Profile

    Front-line staff and anyone whose job responsibilities include sales, marketing, relationship management, product development, customer care, servicing or interacting with customers.

  • Trainer

    CHEAH WEE LEONG

    Cheah Wee Leong is the Director of Investment Banking Training at the Asian Banking School and has more than 25 years’ experience working in the banking industry. He started his career at Citibank in 1993 before joining US management consultancy firm Accenture in 1997. At Accenture, he was involved in managing large bank merger-integration, process re-engineering and transformation projects. He has worked in projects in various countries including Hong Kong, China, Singapore, Indonesia, Thailand, Mauritius and Saudi Arabia.

    In 2003, Wee Leong joined CIMB as its Head of Operational Risk Management and led the implementation of the bank’s operational risk management and Basel 2 – Operational Risk framework. Subsequently, he assumed various senior roles in Regional Transaction Banking, Corporate Banking, Treasury and Markets division, and Group CEO’s office at CIMB. His last role at CIMB was as Director, Group Strategy.

    Wee Leong holds a Bachelor of Business Administration from the U.S. and a Master of Business Administration (with Distinction) from the Anglia Ruskin University, United Kingdom. He obtained training from Citibank Asia Pacific Banking Institute in Singapore in 1995. He is a certified Chartered Banker.

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