Customer Relationship Management (CRM) and Virtual Relationship Management in Banking

Overview
Objectives & Outline
Methodology
Participant Profile
Trainer

Overview

PROGRAMME DETAILS
DATE
~~15 November 2021~~ - Registration closed
TIME
9.00am - 5.00pm
TRAINING PLATFORM
Zoom
This one-day programme focuses on the different aspects of the way that banks and financial institutions practice the CRM. It covers various topics related to marketing and planning, e-marketing, lead management, analytics, customer segmentation, service support and customer retention.
LEARNING LEVEL
Advanced
PROGRAMME FEE

MYR
1,300*
/ PAX
*Subject to 6% Service Tax
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Objectives & Outline
LEARNING OBJECTIVES
By the end of the programme, participants will be able to:

Analyse the importance of customer relationship management in banking
Evaluate various customer touchpoints and digital/technological forces that affect relationship marketing
Examine the importance of satisfying customer needs in a virtual world

PROGRAMME OUTLINE
Customer Experience
Analyse the customer experience in banking and financial services
Examine the customer experience across all channels
Appraise the role of technology and analytics

Customer Relationship Management
Analyse the importance of CRM in a virtual world
Examine the importance of branding in the context of marketing and differentiation
Explain service excellence and the factors determining service quality

Case Study: How virtual relationship managers are changing the banking style

CRM in the Digital World
Analyse the use of digital technology and social media in communicating with clients
Evaluate the impact of technological change on how financial services are provided
Examine the use of different technologies to deliver excellent services and enhance customer satisfaction

Case Study: The key concepts of electronic customer relationship management (eCRM)

CRM Strategy in the Digital Age
Business intelligence
Social media
Mobile world
Omnichannel presence

Case Study: Opportunities to strengthen customer relationships in a virtual world
Methodology
Online lecture, case studies, exercises and discussions.

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

Customer relationship managers, sales/marketing managers, consumer acquisition leads and anyone in a client facing role needing to maintain and grow client relationships in the banking and financial services industry
Trainer

CHEAH WEE LEONG
Cheah Wee Leong has more than 25 years’ experience working in the banking industry with local and foreign banks in various roles and capacities. A seasoned professional, Wee Leong brings with him broad experience as a former banker and management consultant.

Wee Leong 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 Trade Finance, Regional Transaction Banking, Corporate Banking, Treasury and Markets division and Group CEO office at CIMB. His last role at CIMB was as Director, Group Strategy.
Wee Leong holds a Bachelor of Business Administration from the USA and a Master of Business Administration (with Distinction) from the Anglia Rushkin University, United Kingdom. He obtained training from Citibank Asia Pacific Banking Institute in Singapore in 1995. He is a certified Chartered Banker, Finance Accreditation Agency (FAA) Certified Training Professional and a holder of the PRINCE2 Foundation and Practitioner Certificate in Project Management.

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