SME Banking and Finance

Customer Relationship Management in SME Banking

face-to-face3 days

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Course Modules

  • 1. principles of strategic marketing and crm

    • How CRM fits within the overall strategy
    • Appreciate the different perspectives of CRM
    • What is the difference between ‘customer-centricity’ and ‘product-centricity’
    • The difference between ‘customer sets’, ‘segments’ and the CVP
    • The key drivers of segment profitability
  • 2. segments, customers and competitors

    • Appreciate the different approaches we can use to segment the market
    • Understand a common approach to segment analysis
    • Develop and practice using the tools required for effective analysis
    • The role of market research and customer understanding
    • The use of ‘customer profiles’ for smaller businesses
  • 3. crm tools and techniques

    • Understand the importance of customer retention to underpinning profitability
    • Recognise the importance of good processes in CRM and customer retention
    • Understand how a credit rating system underpins a robust credit process
    • The principles of economic profitability in comparing customers of different risk profiles
  • 4. organising and managing the rm team

    • Explore the different organizational models embed customer orientation
    • Understand some key principles of distribution channel management
    • Explore different reward and incentivisation mechanisms for RM staff
    • Understand the importance of the sales cycle
    • The principles of sales and service automation
  • 5. product management and cross sales

    • Explore the potential product mix for SME customers
    • The importance of cross sales
    • Understand the principle of ‘Customer Solutions’ and product bundling
    • Appreciate the potential of collaborative CRM to boost leads, products, and sales
    • The potential of non-financial services 
  • 6. pricing tactics and consultative sales

    • Appreciate the principles of market positioning
    • Recognise the importance of understanding the CVP
    • Differences between pricing strategies
    • Navigate your way around the ‘price trap’
    • Understand the concept of ‘consultative sales’

Further Information

  • Who should attend?

    This course is aimed at staff and management experienced in SME banking, including Relationship and Product Managers but also bankers from the relevant functions covering strategy and planning, marketing and product development, sales management and business analysis, risk management, and human resources. If you are asking yourself among the following questions, then this course is for you:

    • How can I most effectively segment the SME banking market to ensure we have the right mix of profitable customers?
    • How can I make sure that I win the loyalty of my target customers through a differentiated Customer Value Proposition?
    • How can I better manage my team and my customers to encourage cross-sales and sales pipeline management?
    • How can we use research and data in building a competitive advantage in customer understanding?
    • How can we use CRM technology to improve salesforce and customer management?
  • Training needs analysis & post-training evaluation

    To ensure that participants gain maximum benefit from the course, it is our practice to send a detailed questionnaire to all course participants to ensure we fully understand their specific training needs and objectives. The completed questionnaires are analysed by the course instructor who will tailor the course content and style of delivery to the requirements of the participants. Following completion of the course, participants are asked to measure and assess the effectiveness of the training. The results are collated and reviewed, and the analysis shared directly with the relevant client stakeholders.

  • Tools models and templates

    Courses are supplemented with a range of practical documented methodologies, models, tools, and templates refined from best practice, and tried and tested in a range of leading banks. Participants can take these back to the workplace to adapt and apply, and wherever appropriate, to make a tangible improvement to policy and practice in their own bank.

    This course includes:

    • A strategic segmentation template/ heat map
    • An economic and industry research template
    • A segment risk-reward analysis tool
    • A sample segment Market Positioning Statement template
    • A sample segment Customer Value Proposition template
    • A relationship level risk-based pricing tool
    • Sample scripts and prompts for customer negotiations
  • Terms & Conditions

    Total fee cost for the on-site delivery of the two-day course as described is US$ 8,800 (eight thousand eight hundred United States Dollars). Courses are normally delivered on-site at the client’s location.

    This is EXCLUSIVE of:

    • Flights (discounted business class)
    • Accommodation (min. 4*) for every night required on site
    • Local travel costs and subsistence; and
    • Venue and equipment hire (if required) and materials production.

    These additional items will be for the account of the client or, alternatively, we can provide an all-inclusive quote encompassing all expenses if that is more convenient.

    GBRW Learning can also host the course at or near our London headquarters for an all-inclusive fee of US$11,800 plus VAT. This includes venue and equipment hire but does NOT include the travel, accommodation and subsistence expenses of participants. Please contact us for revised pricing.

    A 60% deposit is payable one-month prior to the scheduled course date, with the balance payable immediately following completion of the course.

    Note: Discounts are available for multiple course bookings

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