In our hyper-connected world, most small and medium size companies have equipped their sales and marketing staff with the latest technological tools to access information and stay competitive. Good account management depends on effective information management as well. On one hand, business bankers are tasked to provide expanded knowledge of information to help executives and business owners address business needs posed by the current market conditions, and at the same time, an intimate knowledge of the business’ private needs is where bankers can create measurable value over time to raise the business’ competitive edge for their customers.

This course provides corporate bankers distinct practising principles and framework of account management. Participants will learn how account management can be a differentiating factor in their ability to build relationships with customers. Through a five- modules learning process, they will be taught a day-to-day actionable plan and process to raise their competency in relationship building, problem-solving, business planning, integrated financial product and service matching, etc. to create measurable value to business accounts.

The course is suitable for corporate banking relationship managers, assistant relationship managers and commercial bankers.

1. Formulate an account management plan catering to different segments of customers in business banking.
2. Customise customer service plans to cater to specific needs of different segments of customers to raise Customer Live Value and increase retention plan.
3. Adapt proposed solutions to fit and address the customer's business needs
4. Identify and develop strategies to assess and deepen relationships with existing customers to increase solution-selling, matching financial products and services to address their business needs.
5. Set up processes to measure and manage customer satisfaction to raise customer retention rate.
6. Assess and improve the business impact of account management activities.

Module One: Principles of Account Management

• The Essence of Account Management
• Account Management in the context of corporate banking
• Customer Management Concept in Account Management

Module Two: Segmentation of Customers

• An Overview
• First Criteria: Trends & Growth Potential
• Direction of Customers’ Accounts Development in Business Banking
• Selection Criteria for Segmentation
• Tiering of Customer Accounts

Module Three: Appraising the Accounts

• The Buy-Sell Scale
• Information about the Buying Centre
• The Importance of Officers and Roles – the Facilitator
• Evaluating the Field of Play

Module Four: Goal Setting & Process of Account Management

• The 3 Ps of Account Management
• Higher-Tier/Larger Account/Key Account Management
• Appraising the Situation
• Matching Strengths to Needs – Selling Centre
• Working out the Action Plan

Module Five: Actioning the Plan

• Aspects of Account Planning
• The Diamond of Large Account/Key Account Management
• 6 Actionable Steps
• Monitoring and Evaluating the Plan – 90 Days Review
• Achieving the KPIs of Account Management