Module 1: Introduction to Customer Experience in Financial services

Examine the features of basic financial products in terms of their inputs, outputs, time frame and risk
Understand the trade-off between customer experience and risk management in the financial services industry
Introduce the Customer Journey Framework and its role in creating personalized experiences for customers
Understanding the impact of excellent customer experience on customer loyalty

Module 2: Profiling and Segmentation of Customers

Interpret and use the Six Human Needs framework to identify customer needs
Identifying the different types of customers based on demographic, geographical, behavioural and psychographic factors and segmenting them into groups according to their needs
Understand the buyer decision-making process of different customer segments
Developing customer personas and customised cross-sell plans for targeted marketing

Module 3: The Marketing Mix in Financial Services

Utilise the 5P’s of Marketing to identify the Unique Selling Point of the product
Identifying key customer touchpoints (both digital and physical) and their role as a customer service, sales and marketing channel
Apply the PESTEL framework to identify a marketing roadmap at the corporate level
Survey the competitor landscape to understand the perceived value pricing by the market

Module 4: Building Customer Relationship using Active Communication Skills

Recognize the differences between transactional and relationship marketing
Understand the goals and emotional state of customers
Apply the DISC framework for effective customer interactions
Best practices for managing customer expectations, overcoming objections and complaints

Module 5: Omnichannel Marketing Communications and Sales Fundamentals

Understanding the role and objective of omnichannel marketing in terms of brand awareness and lead generation
Appreciate the differences between the omnichannel marketing (measured in terms of reach, frequency) and sales funnel (measured in terms of conversions and closing rate)
Creating targeted messaging and offers for specific customer segments
Analyzing and evaluating the effectiveness of targeted marketing campaigns using digital tools

Module 6: Collecting and Quantifying Customer Feedback

Overview of different feedback methods and channels, and how to choose the right ones for your business
Introduction of best practices for collecting and analyzing customer satisfaction (CSAT) data to improve customer service and product
The role of using Net Promoter Score (NPS) data to measure customer loyalty and promote business growth
The art of creating effective surveys and questions to capture insightful data

Module 7: The Role of Data in Driving Customer Excellence

Module 8: Maintaining Customer Relationship Post Purchase

Introduction to the concept of customer lifetime value (CLV) and customer corridor and the importance of maintaining customer relationships post purchase via continuous engagement
Overview of different engagement channels and tactics, such as email marketing, social media, loyalty programs, and events in driving repeat business, cross-selling, referrals and positive word-of-mouth
Best practices for delivering exceptional post-purchase services, such as personalization, proactive outreach, and follow-up
How to set goals and track progress using post-purchase metrics using different metrics and KPIs, such as number of complaints, retention, number of cross-sold products and referrals

HS-109CL: Excellent Customer Experience for Financial Services