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Comprehend the key principles of relationship marketing for financial services. Learn to create, practice and sustain excellent relationship with clients.
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Marketing now is less about the Product or Service and more about the value it creates for the Customers. Ergo, it is imperative for Financial Services’ professionals to move from transaction management to relationship management and create meaningful relationships with the sole objective of enhancing customer value.
Relationship marketing is a long-term marketing strategy, for building personalized relationships with customers. The aim is to achieve customer loyalty and trust by providing an improved financial experience based on a complete understanding of the customer.
This course deals with creating and nurturing relationship marketing strategies in the financial services industry, to foster enhanced customer engagement and add more value to the relationship. The course aims to create a mindset of an “open and nurturing relationship”.
Familiarity with basic concepts of Service Marketing and Customer Service.
The meaning and significance of Relationship Marketing
Adding value to the relationship through Customer Journey, Moments of Truth & Customer Value Proposition
Creating and leveraging a positive relationship
Effective Relationship Marketing Strategy for achieving the desired Customer Lifetime Value
Why do Customers leave? Managing the negative relationship
Significance of Loyalty & Trust for a sustainable customer relationship
Rekindling the lost relationship and implementing a Customer Reactivation Strategy
Best Practices in Relationship Marketing
Service Excellence via Relationship Marketing
Week 1: “Relationship Marketing – The Realm & the Fundamentals”
Week 2: “The Principle of Positive Relationship & Relationship Management Process”
Week 3: “Managing Customer Defection. Implementing a Customer Reactivation Strategy to rekindle lost relationship”
Week 4: “Customer Loyalty Stages & Loyalty Action Plan. Becoming a Loyalty Leader – A profitable aspect of Relationship Marketing”
Week 5: “Creating a Customer-Centric Relationship Blueprint. Building and managing Customer Relationships”
Week 6: “Relationship Management Best Practices. Achieving Service Excellence via Relationship Marketing”
