HS-109CL: Excellent Customer Experience for Financial Services

• Identify different customer types and their needs in the financial services industry.
• Apply communication skills to effectively interact with customers in a financial services environment.
• Create personalized experiences for customers in a financial services environment.
• Explain the role of marketing in financial services and how it can be used to promote customer service.
• Identify key marketing channels and their benefits in a financial services context.
• Understand the role of data in marketing for financial services.
• Demonstrates an understanding of best practices for delivering exceptional post-purchase services
• Describes how to track and measure the success of post-purchase services and engagement programs

All level with roles related to customer service, sales and marketing.

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

• Understanding the role of data in marketing for financial services
• Collecting and analyzing customer data for marketing purposes
• Developing marketing campaigns based on customer data insights
• Measuring the success of data-driven marketing campaigns

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