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所在平台: Udemy |
课程主页: https://www.udemy.com/course/branch-relationship-management-program/
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课程名称：关系经理分支零售银行 课程概述：关系银行是一种营销形式，银行侧重于与客户建立长期关系，而不仅仅是出售产品。这两者是紧密相关的，因为关系银行需要银行在营销活动中吸引和留住客户。为了成功，银行必须仔细考虑目标市场，并制定能够吸引目标客户的营销策略。尽管进行了大量研究，营销依然让许多商学院感到困惑，因为这一领域变化迅速。尽管方法可能不同，商品和服务的提供者与客户之间的关系始终是营销的核心。 关系银行对于提供金融服务至关重要，这源于产品营销与服务营销之间的区别。产品是有形且可见的，能够满足可感知的需求; 而服务则是需要通过体验来满足需求，这使得银行家需要深刻理解关系银行的重要性。从银行家的角度来看，关系银行的目标是与客户建立信任和融洽的关系，使客户感到与银行交易时的舒适，从而更有可能成为忠诚的回头客。为实现这一目标，银行可能会向客户提供附加服务、个性化服务，或通过提供专属客户经理或财务顾问来加深与关键客户的关系。 关系经理是任何银行机构的先锋，负责建立和维护客户与银行之间的有价值的商业关系。有效管理与客户的商业关系需要对银行过程有良好的理解和卓越的沟通技能。本课程将为学习者提供银行基础知识及产品和服务相关解决方案，帮助他们加速职业发展。
Relationship BankingRelationship banking is a form of marketing where banks focus on developing long-term relationships with their customers rather than simply selling products. The two concepts are linked because relationship banking requires banks to engage in marketing activities to attract and retain customers. To be successful, banks must carefully consider their target market and develop marketing strategies that appeal to their target customers. Marketing has always sparked the curiosity of most business schools. Despite massive research, marketing remains a puzzle to many. This is because changes in this field continue to occur rapidly. Although approaches may differ, the relationship between a provider of goods and services and a customer will always be at the heart of marketing.You may wonder why Relationship banking is vital for providing Financial Services. This is due to the distinction between marketing a product and marketing a service. A product is tangible and visible and fulfills a need that can be physically felt, whereas a service, although fulfilling a need, can only be experienced and making it crucial for bankers to understand the importance of relationship banking deeply.From a banker's perspective, the goal of relationship banking is to build rapport and trust with customers so that they feel comfortable doing business with the bank and are more likely to become loyal, repeat customers. To achieve this, banks may offer additional services and products to their customers and personalized service. They may also work to develop deeper relationships with key customers by providing them with dedicated account managers or financial advisors.Relationship managers are the frontrunner of any banking institution. They are responsible for establishing and maintaining valuable business relationships between the clients and the bank. Effective management of business relationships with customers requires a good understanding of banking processes along with excellent communication skills. This course in Relationship Management will equip learners with banking fundamentals and product & service-related solutions to help them accelerate their careers.
