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Client Relationship Management

Mar 23, 2017, 11:56 AM
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Executive Short Courses
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Client Relationship Management
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Develop a comprehensive understanding of the key aspects of successful Relationship Management in financial services.

This intensive and interactive two-day course is delivered through a combination of lectures, class discussion, practical examples and individual and team exercises.

There's also an opportunity to network with colleagues and peers from across the industry who face similar challenges in gaining value from key client segments, while developing quality, reciprocal relationships that effectively ‘lock out’ the competition.

At the end of the course, participants will be able to form opinions on which techniques and frameworks should be adopted within their organisations.

Learning outcomes

Participants will gain an understanding of the strategic rationale for relationship management and relationship marketing and its significance to today’s financial services environment:

  • Analysing the environments (external and internal) in which relationship marketing and management takes place
  • Customer profiling
  • The positioning of the relationship manager as a trusted adviser in anticipating, identifying and satisfying customer needs profitably
  • Portfolio management by the use of appropriate prioritisation frameworks/models
  • Key account planning
  • Presenting and communicating solutions – communication styles
  • Time management – spending the right amount of time with the right customer
  • Leadership within a team context including developing the team. 

Who should attend? 

This course will be of particular relevance to relationship managers in banks and other financial services organisations, particularly those who are new to the role or have 1-2 years experience. 

Typical candidates who will benefit from this course include:

  • Business Development & Relationship Managers
  • Branch Managers
  • Marketing & Customer Service Officers
  • Customer Advisers
  • Personal Bankers

Course outline 

  • What is relationship marketing and relationship management? What is CRM?
  • Current importance/necessity? Differentiation in a mature, hyper-competitive market place
  • Benefits for Financial Services organisations
  • Benefits for the customer.        

  • The external environment - PESTEL; the impact of technology, social media etc. Role of regulation.
  • Analysing the internal environment (FSO’s &/or customers) –SWOT; McKinsey’s 7S
  • Deriving competitive advantage - what is it? what does it look like? Porter’s five forces. 

  • Segmentation techniques
  • Tailoring the customer value proposition – extended marketing mix (7Ps) and customer centricity (4Cs)
  • Customer buying behaviour. 

  • Key account identification- relationship wanting; relationship worthy
  • Progress through the relationship cycle – acquisition; development; retention
  • Building loyalty; satisfaction; customer service – delivering; measuring; monitoring. 

  • Portfolio planning – key account segmentation matrix
  • Key account planning – gap analysis
  • The ‘span breaker’
  • The ‘trusted adviser’ – locking out the competition; ladder of loyalty. 

  • Communication – different styles for different customers and contexts; contact schedules – permission marketing
  • Time management – right time spent with right customers
  • Leadership and team management/ development skills
  • Pulling it all together – the relationship sales process
  • Service recovery - complaint handling. 

Dates and location 


24 - 25 May 2017


The London Institute of Banking & Finance
Peninsular House, 36 Monument Street
London, EC3R 8LJ

Course instructor 

Headshot of Andrew Beck

Andrew Beck has had over 40 years of experience in the banking industry, with the majority of time spent working in the U.K. in the field of relationship marketing and management. 

He has held a range of senior positions in the Sales and Marketing functions of Nat West, specialising in relationship marketing, where he worked for 25 years. During this time he worked in a front line Relationship Manager role in both central London and in the English Midlands. He was also closely involved in the strategic planning of the Nat West relationship proposition to the mid corporate business market and at times was personally responsible for the design and delivery of the overall training programme for the Bank’s relationship management field force.

Since leaving Nat West he has run his own sales and marketing consultancy business with a client list drawn predominantly from financial services linked organisations. In 2011 he joined the London Institute of Banking and Finance (having previously worked with them as a contractor since 1995) as a member of the new university faculty offering financial services based programmes in Sales and Marketing; Relationship Marketing; Organisational and Strategic Management.

Fees and registration 

  • Members  £890
  • Non-Members  £980
Registration fee includes all learning materials, lunch and refreshments. 

For further information please contact our events team on +44 (0) 20 7337 6286 or events@libf.ac.uk

Register online

This programme is also available for in-house delivery. If you have five or more delegates who wish to attend this course, it may be more cost effective to run it in-house. To find out more about in-house training, please contact Neringa  Stankeviciute on +44 (0) 207 337 6281. 

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