Banking Services

Consumer Banking - Part 2 (2021)


This eCourse consists of two modules. Module 1 examines best practice in omnichannel delivery and the steps required to facilitate a seamless customer journey through the product sales cycle. Omnichannel delivery requires banks to integrate their banking channels so they relate to each other and to customer behaviors and preferences at all stages of the customer journey.

Module 2 examines the techniques and metrics employed to ensure high levels of customer service and retention, going beyond traditional customer service to explore the wider realm of customer experience (the sum total of all bank-customer interactions).


On completion of this course, you will be able to:
- Recognise the principles of omnichannel banking
- List some of the key barriers to a customer-centric approach
- Recognise the features of different banking channels
- Identify the two major stages in developing an effective omnichannel banking strategy
- Recognise the importance of bank operations to customer service
- Recall how customer experience depends on both what is delivered and how it is delivered
- Recognise the components of good customer service
- List the benefits of having a good customer service
- Identify the front, middle and back functions in a typical bank
- Recognise how customer service & satisfaction is measured
- List the key elements to delivering a good customer experience in a digital banking context


Module 1: Consumer Banking – Omnichannel Delivery
Topic 1: Delivery Channels
Topic 2: Omnichannel Principles
Topic 3: Advice Platforms
Topic 4: Channel Features
Topic 5: Customer Journey

Module 2: Consumer Banking - Customer Experience
Topic 1: Customer Service & Bank Operations
Topic 2: Measuring Service Quality
Topic 3: Customer Experience


Relevant Subject
SFC:1.50, PWMA:1.50
Chinese Securities Association of Hong Kong (HKCSA): HK$470
All Member: HK$450
Non-Member: HK$675
Staff of Corporate Member: HK$450