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Customer Relationship Management (CRM) and Virtual Relationship Management in Banking
  • Overview
  • Objectives & Outline
  • Methodology
  • Participant Profile
  • Trainer
  • Overview
    PROGRAMME DETAILS

    DATE

    22 September 2021

    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

  • 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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