CUSTOMER RELATIONSHIP MANAGEMENT (CRM) IN RETAIL BANKING

Transcription

1 MASTER CLASS CUSTOMER RELATIONSHIP MANAGEMENT (CRM) IN RETAIL BANKING D A T E S : M A Y V E N U E : R A D I S S O N B L U H O T E L D U B A I D E I R A C R E E K, D U B A I, U A E Delivery Type: Group Live Duration: 3 Days Non residential FOR MORE INFORMATION, PLEASE CONTACT US marketing@bricsaevents.in

2 OVERVIEW Retail Banks develop and implement a Customer Relationship Management (CRM) strategy because they believe that a satisfied customer is likely to be more profitable, more faithful and easier to sell to. The objective is therefore to deliver the R in CRM by developing profitable customer relationships that drive value for both the organisation and the customer. This collective value proposition has the following components: Increase profit and sales (through better targeting and customer knowledge) Increase service levels and transparency to raise customer satisfaction, decrease attrition and improve retention Decrease costs through more effective targeting, improved value measurement and operational effectiveness Support and enhance corporate differentiation and brand values Even though the actual statements above are simplistic, they become very specific and actionable when applied to a Bank, the CRM strategy must be clearly articulated, offer consistency and support the business goals of the organisation. CRM is a strategic issue that, when implemented, impacts the organisation in four main areas: (1) technology, (2) processes, (3) organisation, and (4) people. Historically, many CRM projects are unsuccessful because they often focus on technology alone and fail to address one or more of the following: Staff competencies and compensation Organisational alignment Culture and receptiveness to change Alignment to a clear CRM strategy The distinction between product and customer The importance of mutually reinforcing processes The need for a clear business case and measurable ROI metrics According to Gartner, ignorance of the above is the main reason why they believe up to 80% of all CRM projects have failed! It is therefore vital that a Bank take the necessary steps to mitigate these risks by selecting a partner with experience in delivering successful projects. Who Should Attend! All retail bankers should attend this training. It will be particularly beneficial for marketing staff, business originators, branch managers and relationship managers as well as product managers. Heads of Retail Banking Regional Managers Branch Managers General Managers Heads of Marketing Marketing Managers Alternative Distribution Managers Strategic Planning Personnel Operations Directors HR and Training Managers Methodology: Review of concepts and illustration in case studies and many examples of implementations Course Instructor Mark Holtom Mark has over 27 years in the computing industry with AT&T, ICL, NCR, Teradata and with his own company, eventricity Ltd. His career spans development, technical and business consultancy, marketing and management with extensive work experience and industry knowledge of Banking in both the UK and International arenas. Mark is a Director of eventricity Ltd who have received four international awards for their projects in delivering consultancy, mentoring and the implementation of Event Driven CRM solutions. Mark is the chairman of the EFMA CRM conferences and also lectures on CRM and one-to-one marketing at Oxford University. Training Objectives: We will review all the important aspects of a CRM project, so that participants will understand what is required for a successful implementation and day-o-day use of this important retail banking marketing strategy. This will allow the bank marketing managers, product managers, branch managers, relationship managers to increase their sales propensities and broaden the products sold to their customers (cross and up-sell opportunities). IN-HOUSE All our programs are also available through in-house or bespoke format. You need to identify the requisite agenda which need to be covered, the dates most convenient, and have it delivered at your choice of location. Please us today on marketing@bricsaevents.in to discuss further.

3 AGENDA & PROGRAM Course Timings Registration will be at 0830 on Day One. Course will commence at 0900 and conclude at 1700 daily. Two refreshments and one lunch will be served daily Welcome and introduction Programme overview Delegates expectations Day 1 Customer Relationship Management What is a relationship? Why Banks want a relationship with their customers. Why customers want a relationship with their Banks. The satisfaction / Profit chain Types of CRM Strategic CRM Analytic CRM Operational CRM The CRM Project Where we are Where we want to be Getting there The gap analysis Developing the CRM roadmap Planning a CRM project Develop the strategy Build the foundations Select a partner Implement a project Evaluate a project

4 AGENDA & PROGRAM Day 2 Day 3 Technology CRM Architecture The structure and content of all the CRM modules and areas Data What data is needed? What data is available? a. Types of data b. Uses of data c. External data Workshop to define a CRM database Structure and content of a typical CRM Database Analytic CRM Functional areas of Analytic CRM Analytics and Reporting a. Segments b. Scores c. Models d. Events Workshop to define useful examples of Analytics Campaigns and Planning a. Types of Campaigns b. Monitoring, planning, budgets c. Optimisation and Contact management rules Operational CRM Contact Management Feedback & Response management Reporting Processes The Customer Lifecycle a. Understanding Value b. Stages in the lifecycle c. Value from Products, Services and People Customer Acquisition a. Customer value b. Support from CRM Analytics c. Making the right offer Customer Retention a. Customer value b. Support from CRM Analytics c. Making the right offer Marketing Automation and Sales Force Automation Organisation Organisation and roles within CRM People KPIs, management and objectives Training Next steps Workshop and presentations The plan and things to take away Summary and conclusion F FEEL FREE TO TALK TO US t e marketing@bricsaevents.in

5 08-10 May 2018 Radisson Blu Hotel, Dubai Deira Creek, Dubai, UAE Sales Contract Please write in BLOCK letters DELEGATE DETAILS COMPANY DETAILS Company Address: City: Tel: Country: Course Duration - 3 Days AUTHORISATION Name Position Date Signature* : : : : / / COURSE FEE: Course fee will cover training materials, luncheon and refreshments for the respective training days. This course is non-residential hence participants need to take care of the accommodation and logistics separately. For accommodation you may contact us to get a special rate at the venue. I/we hereby confirm to the above and authorise our participants. * This booking is invalid without signature. BOOK EARLY SAVE US$ 400 Early Bird Discounts Register before December 31, US$3390 Register before February 31, US$3590 Final Price..... US$3790 Group Discounts* 3-4 Delegates 10% 5 Delegates 15% *please note that all group discounts are given on the final price Easy ways to Register TERMS & CONDITIONS 100% payment of the full amount upon receipt of the invoice. All cancellations must be done in writing. Full refund for cancellations will only be paid to a maximum of one week from the invoice date. 50% refund for cancellations will only be paid to a maximum of two weeks from the invoice date. No refund for cancellations done after 2 weeks from the invoice date. Substitute is always welcomed; if not possible a credit note will be given which can be used for any of Bricsa Events up to 1 year. Force Majeure/indemnity: If the event is postponed, canceled or abandoned by reason of war, fire, storm, explosion, national emergency, labor dispute, strike, lock-out, civil, disturbance, actual or threatened violence by any terrorist group, or any other cause not within the control of our organization, we shall be under no liability to Company for non-performance or delay in performance of obligations under this contract or otherwise in respect of any actions, claims, losses (including consequential losses) costs or expenses whatsoever which may be brought against or suffered or incurred by Company, as the result of the happening of any such events. Complaint and Refund: For more information regarding administrative policies such as complaint and refund, please contact us at: Tel: , Fax: , marketing@bricsaevents.in Governing Law: This contract shall be governed by and construed in accordance with the Laws and Regulations of India and the High Court of Bombay shall have exclusive jurisdiction without regard to conflict of law provisions.