Knowing Your Customers--The Key to Success

Overview/Description
 To deliver outstanding customer service, you have to know who your customers are. You have to understand their expectations, and how to meet them. The focus of this course is recognizing what makes financial services customers different. You will discover three areas--the reasons they buy, what they buy, and when they have difficulty committing to a sale. Whatever your role in the organization, you will benefit from identifying the difference between internal and external customers. You will discover the value of both types of customers--but most importantly, you will learn how to build relationships with customers that ensure that you can deliver their customer service expectations. You may not consider yourself to be in contact with customers, but if you rely on other people in your organization, deal with customers on the telephone, or meet customers face to face, this course will help you to deliver customer satisfaction.

Target Audience
 Anybody with a responsibility for defining, implementing, or delivering customer service in the financial services industry.

Expected Duration
4.0 hours

Lesson Objectives:

Developing Internal Customer Service

  • identify the benefits of developing internal customer service.
  • recognize the steps to take to identify personal internal customers.
  • determine what can be achieved as a result of valuing internal customers.
  • apply appropriate techniques for networking with specified internal customers.
  • apply the appropriate techniques to gain the support of specified internal customers.

    • Knowing Your External Non-buying Customers

  • recognize the advantages of understanding who external non-buying customers are.
  • identify different external non-buying customers.
  • apply strategies to make an external non-buying customer feel valued.
  • demonstrate how to build effective external non-buying customer relationships in a given scenario.

    • Knowing Your External Buying Customers

  • recognize the value of knowing who external buying customers are.
  • recognize the defining characteristics of financial services customers.
  • identify why financial services customers find it difficult to commit.
  • use the relevant techniques to establish good relationships with buying customers in a given scenario.
  • apply the techniques that can be used to maintain buying customer relationships, in a given scenario.

    • Course Number: FS0252