Relationship Management in Banking

Principles and Practice

Steve Goulding, Richard Abley

• Publisher: Kogan Page
• Year: 2018
• Print ISBN: 9780749482831
• eBook ISBN: 9780749482848
• Edition: 1
• Topic: Economics
• Subtopic: Accounting
• Index: Economics

Endorsed by the Chartered Banker Institute as core reading for the Personal & Private Banking and Commercial Lending modules, Relationship Management in Banking supports and develops the need to be able to manage key customer relationships. The text considers the nature of commercial relationships and help the reader synthesise complex factors in order to develop a robust relationship management methodology. It will draw from bona fide case studies and examples that can demonstrate key relationship management concepts as well as bring learning to life and share examples of customers, good and bad, from a range of different sectors.

Through case studies and providing online updates to regulations, Relationship Management in Banking considers how to critically analyze approaches to relationship management used for a variety of banking customer types and examine the impact of legislation, regulation, governance and technology on banking relationship management and customer acquisition and retention. Online supporting resources include a glossary and updates to regulation.

10

Case study

Gaining new business

This chapter takes you on a quest to gain a new business customer. It consolidates the learning from the entire book.

LEARNING OBJECTIVES

By the end of this chapter you will be able to:

• assess the reasons for undertaking detailed research prior to meeting customers/prospects;
• apply good negotiation techniques in interview with prospective customers;
• analyse why excellent questioning techniques and listening skills are essential to relationship management;
• appraise the worth of having an agenda with clear objectives;
• review the skills of a good relationship manager;
• review the competences of a good relationship manager.

Introduction

This case study is fictional, but is based on true experiences throughout a career in relationship management.

This final chapter will take you on a journey to gain a new business customer. Along the way you will experience the highs and lows that relationship managers experience when they are trying to gain new business.

Sometimes the journey can be long and arduous, but it’s all worth it when you gain new business of the right quality.

Throughout the case study you will be asked to consider your response to certain sit...

Table of contents

• Cover
• Title Page
• Copyright
• Contents
• List of figures
• List of tables
• Preface
• Introduction
• 01 Business customers
• 02 Products and services
• 03 Reputational risk and ethics
• 04 The changing nature of banking
• 05 The changing nature of regulation and legislation
• 06 The role of the relationship manager
• 07 Tools and techniques to help relationship managers
• 08 Customer service and portfolio planning
• 09 Relationship strategies: customer retention, development and acquisition
• 10 Case study: gaining new business
• Glossary
• Index
• Backcover