CUSTOMER RELATIONSHIP MANAGEMENT FOR SME BANKING SYLLABUS

Transcription

1 SYLLABUS This course is intended for those interested in how to develop and deliver a Customer Relationship Management based approach for SME banking customers. It is geared for senior and middle management staff and is relevant to the fields of strategy and planning, marketing and product development, sales management and business analysis, risk management, and human resources. It serves as an introduction to the key concepts of CRM, as well as including practical detail on their application to SME customers, particularly by using real-life examples and case studies.

2 SYLLABUS Course Hours 14 (2 days) Target Audience Course Description This course is aimed at staff and management experienced in SME banking particularly from the fields of strategy and planning, marketing and product development, sales management and business analysis, risk management, and human resources. During this course we show in a very practical way how to develop and manage SME customers using a CRM based approach. It covers the fundamentals of strategic marketing before focusing on CRM, and showing how banks can boost profitability by adopting a structured and targeted approach. It will show them the optimum approach for identifying promising new customer, winning them, and then making sure to retain them. It focuses on how to boost customer profitability, whilst simultaneously reducing the overall cost of sales. Course Objectives Delegates will be refreshed with the high-level concepts of strategic marketing Appreciate the fundamentals of the CRM based approach to SME customers Understand how new technologies represent a game changer for CRM in the near-medium term Develop some high-level plans for improvements to CRM within their own banks Compare the various CRM approaches from banks in their own market and appreciate the relative strengths and weaknesses Assessment Course Languages There will be no formal assessment, but participants will be expected to contribute actively to the discussions. All presentations and hand-outs will be in English. Prerequisites At least three years in an SME banking business and/ or exposure to a centralised marketing/ sales function for a banking business. A good working knowledge of English is required, and some basic familiarity with some key concepts of strategic marketing would be helpful. 2

3 COURSE SYLLABUS Module 1 Introduction to Course Module 2 Module 3 Module 4 Module 5 Module 6 Introduction to course presenter and his credentials Introduction by course delegates, their roles and responsibilities Overview of course materials, structure and format Establishment of guidelines in relation to questions and answers, group discussions, and confidentiality Discussion of personal aims and objectives for the course Introduction to Customer Relationship Management for SMEs Review of high-level concepts of strategic marketing Importance of customer management in a commercial bank Description of Customer Relationship Management Definition of SMEs and approach to segmentation Importance of CRM in contributing to profitability CASE STUDY: Ideal Bank Introduction of the case study for the course (tailored for local conditions) Overview of Ideal Bank, and its key market and competitive positioning in relation to SMEs Description of the organisation of the SME customer management roles and responsibilities in Ideal Bank Review of the product and service offering of Ideal Bank for SME customers Segmentation Strategy: the Foundation of CRM Discussion of the rationale for banking SME customers Key characteristics and differences between SME customers Challenges in segmenting SME customers in an information poor environment Practical approaches to segmentation in relation to the case study: Ideal Bank Data Mining and Analysis: Key Tools for Successful CRM What data will we need and how should we organise it? What is customer product and profitability measurement and why is it important? Building a customer data warehouse for a single customer view? Advanced Segmentation Strategy Sources of both internal and external data to support SME segmentation Different segmentation approaches by risk, sector, segment or customer needs Developing customer profiles as a tool to developing customer treatment strategies Using a heat map to target CRM strategy towards preferred SME segments 3

4 Module 7 Module 8 Case Study: Overview of some SME customers of Ideal Bank A mid-cap manufacturing firm An established, family-owned, medium-sized enterprise A small business start-up Discussion of customer profiles, potential customer needs, and CRM treatment strategies Customer Service as a key CRM Strategy Why customer retention is vital and how service is a critical component for SMEs Monitoring and measuring customer satisfaction levels Role of distribution channel management in underpinning sales and service Building and retaining customer loyalty to the brand Module 9 The Role of Technology in CRM Part 1 Impact of new technologies on CRM Who are the key technology vendors and what is their proposition? The pros and cons of doing it yourself How to work with IT vendors and potential traps to avoid Module 10 The Role of Technology in CRM Part 2 Module 11 Module 12 Module 13 What is salesforce automation and how can this be implemented? What is service automation and how can this be implemented? Establishing a CRM performance dashboard to guide the CRM strategy A CRM Approach to Product Pricing Establishing price as a product feature rather than a cost in the mind of customers Adopting relationship- and/or risk-based pricing models Techniques in negotiating price with customers Organisation Structure and Customer Relationship Management Importance of customer focus in both front- and back-office Integrating the marketing and product development functions with the CRM strategy Developing a CRM programme and the project management to support it Managing the Salesforce Educating Relationship Managers on how to improve sales Instilling the right values and behaviours in a sales team Establishing and monitoring performance measures for sales staff Developing a reward and incentivisation framework to support CRM What is consultative selling and how can it improve sales 4

5 Module 14 Conclusion Completion of course evaluation forms Detailed question and answer session Overview of key learning outcomes Discussion of follow-up actions 5