Relationship Marketing Strategy for Financial Services (edX)

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”.

What you'll learn

• 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

Syllabus

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”