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.
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.
Key elements of successful customer architecture.
How to develop customer information database.
Tools needed when building and analyzing customer information database.
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
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
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.
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.
4th - 7th December, 2018