Implementing marketing and distribution strategies in global retail banking. Increase your bank’s performance and profitability by wisely using technological advances and implementing leading customer acquisition and retention strategies along with leading edge customer experience developments with one of the leading retail bankers.
- Enhance your bank’s growth and revenue opportunities, product development ideas, marketing and customer requirements
- Take away practical solutions that create exceptional customer experiences to implement in your bank
- Develop, design and understand marketing and distribution strategies used by leading retail banks to meet the changing needs of your customers
- Acquire new techniques to maximise your sales and improve performance across all distribution channels
- Enhance cost efficiency and productivity by creating an environment where your customers want to buy more of your products and services
- Understand the challenges across all distribution channels. See how to reduce branch costs at the same time as driving higher performance
- Learn about non branch distribution including mobile finance
- Understand the impacts of the new channels such as the social media alongside the internet
- Appreciate how the new world facing retail banks can be used and developed to gain competitive advantage in your marketplace
Who should attend
Designed for delegates who wish to make a real impact on the banking experience of their customers worldwide:
- Head of Retail Banking
- Regional Managers
- Branch Managers
- General Managers
- Head of Marketing
- Distribution Managers
- Strategic Planning
- Marketing and Sales support
- Personnel
- Operations Directors
Methodology
Euromoney Training together with, John Berry, have developed this highly practical 4-day programme to teach the disciplines outlined. This course is not about the theory of retail banking but gives attendees numerous real life practical examples of how to make a difference in your business.
- The emphasis is on practical and interactive exercises and real-life case studies.
- The course will also involve group work, presentations and discussions.
- The programme will draw upon case studies and learning from a wide range of international banks and non-banks including: HSBC, Bank of America, ING, Deutsche Bank, HBOS, Marks & Spencer, Disney Corporation, Tesco and Wal-Mart
Course Overview
The retail finance sector is currently one of the most competitive in the banking industry. However, in order to succeed in such a dynamic market place, successful retail bankers require many and varied skills, such as the ability to truly understand consumer needs, an ability to develop innovative customer retention strategies, application of new business models and knowledge to translate them into revenue generating projects and programmes.
Only with a combination of successful product development, efficient use of technology, effective distribution and an efficient marketing programme will today’s retail banks secure competitive advantage in the market place.
The last two years have had a significant impact on banking customers, regulation, cost pressures and shareholder expectations – this programme will help you address these challenges.
This programme will focus on how in the changed world of retail banking your bank can learn how to deliver a differentiated customer experience which will lead to higher retention, lower costs, higher revenues and stronger customer loyalty.
Day 1
Programme Introduction
- Review of course content and outline what is to be addressed during the programme and how attendees can gain maximum learning experienc
- Discussion/review of current retail banking priorities from leading international markets
- Focus on your own market scenario and a look at what leading banks are focusing on to deliver success in the future
- Latest retail banking trends in areas such as customer service, distribution (branch and branchless), marketing and product innovations and new technology following the global financial challenges of the last 2 years
- What do the changes mean for customers, profits, revenues, employees and shareholders in both the short and long term?
- Where should the focus be for future success?
- An opportunity for all participants to share their current challenges in their roles and their bank to enable the course to reflect the best balance in helping to address their current major issues
- Guidance on how attendees can gain maximum benefit by seeing the world through the eyes of the customer and think more as retailers than bankers
New World of Retail Banking
- What have been the impacts of the last 2 years across key divisions? Are the changes the same in all markets?
- What changes are the market leaders making to deliver above average results in this new world - what can be learnt from them
- Importance of how to re-establish trust; sales v. advice; creation of customer buying behaviours; product innovations; approach to fees and charges
- Gaining balance in delivering change between all stakeholders
- What are the future key drivers of success – how well placed are you to deliver change
- Distribution – the challenges of existing channels and new emerging opportunities. Balance between the branch and branchless channels. Role of social media and mobile technology
- Matching customers to channels in the growing multi channel world. How to manage for success in this market
- Where to focus spending for the future. Cost cutting versus investment. Where are the returns likely to be best?
Revenue Growth Challenge
- Understanding the “revenue wall” - the areas where you can focus to deliver above average results
- What are the leading players doing to address the “revenue wall” challenge
- How has the “credit crunch” changed priorities?
- Margin management – how to cope in low interest rate environment
- Where to focus for maximum benefit – where are the short term gains and where will returns be delivered faster
- Role of behaviour in delivering change
- How to gain competitive advantage through powerful customer experience
- Learning from non banking sectors
- Managing the process of change and innovation
Day 2
Strategies for increasing sales and profit performance
Marketing and communication
- Customer insights – how to be one step ahead of the competition
- Understanding and overcoming barriers to purchase
- Role of marketing – balance between products, research, advertising and merchandising
- Managing the brand
- Segmentation – the importance and the benefits
- Who does what?
- Communications – internal and external – alternatives for best practice– Innovation – how to manage those challenging the status quo
- Importance of the internet – how to make it more effective in sales results
- Product sales through various channels – what works where?
- Branchless banking is growing – future innovations
- Segmentation and the use of customer relationship management– do you need to spend big to deliver results- the power of technology to maintain costs
- Understanding the customer journey in all channels. Can you influence it? Can you outperform the competition?
Distribution
- Channel choices – what are the trends. What do customers really want?
- How to maximise performance in the branch channel
- Which channel produces the best value?
- The future for branches in an environment where new electronic channels and the growth of social network sites are influencing behaviours
- How to improve the contribution from branches to the bottom line
- The branch in the community
- Importance of design - Making a difference to performance
- Managing in a multi channel world – what are the options for success to ensure reduced inter channel competition
- Non branch channels – what does the future hold? What are the alternatives developing globally?
- Trends in mobile and remote banking. How to sell through each channel for maximum impact
Successful internet and mobile banking
- How are these markets developing
- What is the customer view of the options available
- What are the priorities?
- Are they a cost of an essential requirement for today’s successful retail bank
Day 3
Customer Experience
- It is at the heart of what banks talk about but many fail to deliver – why. How should it be done?
- Who are the leaders in developing the appropriate experience?
- What examples and ideas can banks learn from the leading retailers and non banks around the world?
- What are the constituent elements required for success
- How do you measure “experience” – how can you differentiate yourself from the competition
- Should you invest in creating an “experience” for customers if so why. What are the financial benefits – how are they measured?
Customer Service
- Service versus sales – getting the balance right
- What does service mean?
- Measurement criteria
- Link between rewards and results
- Developing a quality cycle
- Power of developing a service theme
- Power of advocacy – how the world’s best deliver what customers want
- Making it happen
People
- The importance of the front line – how can you make it better
- Key learning from the best on recruitment, training and managing
- What structures work best?
- Reward and recognition alternatives for improved performance
- Alternative empowered business models that work
- What does it mean to be customer focused?
- Tackling the issues of regulation and compliance in an empowered world
Marketing and Communication
- Customer insights how to be one step ahead of the competition
- Understanding how people buy from you. How can you influence their behaviour to help them buy more?
- Role of marketing – balance between products, research, advertising and merchandising
- Benefits of a more local approach to results achievement
- Developing strategies for success in delivering profit performance
- How leaders gain results that are 20% better than the competition through their methodologies
- Sales productivity – how can you make it deliver to the bottom line?
- Developing fee based approaches
- Measurement and reward systems – how they can deliver for your bank
- Characteristics of the leading players
New channel developments
- What impact is there from new social media?
- How to deal with Twitter, Facebook for the banks advantage
- What are other doing in both banking and non banking sectors?
Day 4
Innovation
- Who are the successful innovators?
- What characteristics are required for success?
- What does best practice look like
- Does innovation matter?
- Creating an innovative culture – where do people fail
Productivity
- Being more efficient is always important but cutting cost can only be done once. Key is to drive productivity in the culture of the business.
- How can it be achieved?
- The role of technology in delivering productivity
- How to achieve operational excellence through people and processes
- Developing strategies for success in delivering profit performance
- How leaders gain results that are 20% better than the competition through their methodologies
- Sales productivity – how can you make it deliver to the bottom line?
- Developing fee based approaches
- Measurement and reward systems – how they can deliver for your bank
- Characteristics of the leading players
Operational issues
- Structures that work – does the structure matter
- Gaining operational efficiencies – managing the cost issues
Profit/acquisition/retention (PAR) – getting the balance right
- How can you drive a retail business to ensure maximum team effectiveness
- Transformation – what does it mean – how to achieve success
- The role of technology in delivering change
Actions
- Future business focus
- Creating a framework for change
- What major elements need to make up the framework?
- Inter relationship between sales, operations and marketing
- Creating the focus for profit, acquisition and retention
– Impact on business objectives and structures
-
John Berry
John Berry is one of the leading specialists in the world of retail financial services. He has extensive experience at all levels of retail banking as well as expertise in international markets, having both managed international businesses and projects in Australia and Europe.
John is a well known speaker at international conferences in Europe, the Far East and the USA and has published work showing how retail banks can improve frontline performance. At Abbey National John worked as Marketing Director, Sales Director, Transformation Director, and Managing Director.
John received international recognition for introducing innovative ideas such as Costa Coffee and franchising. John is a pragmatic and challenging course director who will make delegates think about their business’ current performance and provide them with important tools, techniques and practical ideas to implement for improved sales results.
Courses run by this instructor
Interested in holding this course in-house? Please fill out your details and a member of our team will be in touch with more information.
This course has now expired please email us to find out when the course will next be running.