Overview

The banking industry in Malawi has evolved into a highly competitive phase because of the transformational impact of technology, increased corporate client expectations and the need to generate strong revenues and health profits. There is therefore need for a sound ARM approach that identifies the most profitable clients and prospects and devotes time and attention to expanding account relationships with corporate clients through individualized marketing, re-pricing, discretionary decision making, and customized service.

 Participants will acquire the relevant knowledge and competence to take total responsibility of managing the balance between satisfying the needs of the clients and the long-term goals of the banks.

Areas covered

• Overview of ARM in corporate banking and industry overview
• Challenging industry assumptions in ARM function for corporate accounts
• Understanding customer needs, attitude and decision-making behaviour
• Mapping the corporate clients’ journey—the backbone of the relationship
• Understanding the value drivers for corporate customers and the bank
• Long-term corporate account relationship, cost and profitability
• Segmenting accounts – understanding expectations, attitudes and behaviour
• Identifying and managing critical moments in the account life cycle
• Collaborative ARM to boost leads, products and sales