[Webinar] Certified Private Wealth Professional (CPWP) Module 1 Refresher Programme: Topic 8 - Customer Relationship Management
This course aims to present the important concepts and practices needed to manage international customer relationships effectively. Key concepts in relation to relationship management, and the essential skills required of a private wealth manager are introduced. Prospecting and meeting new customers strategies, methods and techniques are discussed. Once we have onboarded the new customer, the private wealth manager must segment him and identify the most appropriate customer relationship management (“CRM”) strategy. The importance of skills and manner required for customer maintenance and reporting, conduct of portfolio reviews are explained, and the issue of service recovery is also examined.
On completing this course, you should be able to:
a. Understand the building process of a prospect list;
b. Understand how to track prospecting efforts;
c. Formulate efficient line of questioning to understand a customer’s needs and situation as part of the know your customer (“KYC”) and onboarding process;
d. Apply active listening skills to customer interaction as part of the KYC and onboarding process;
e. Prepare for and conduct oneself in an effective and adequate manner during customer meetings;
f. Manage follow-up of customer relationship (continuing portfolio update, delivery of adverse news, etc);
g. Understand how to conduct portfolio reviews with customers;
h. Demonstrate how to deal with objections or complaints in a fair and appropriate manner;
i. Manage customer complaints related to the selling process;
j. Manage timing and manner of interaction with supporting functions to address customer’s questions and needs;
k. Manage the lifecycle of a customer relationship; and
l. Use an attractiveness-positioning matrix to determine an efficient CRM strategy.
1. Definition and key attributes in relationship management
3. Initial engagement and engagement skills
4. Gathering facts
5. Segmentation and relationship management strategy
6. Customer maintenance
7. Customer retention
8. Service recovery
It is primarily targeted to CPWP candidates who wish to take the CPWP Module 1 Paper 2 Examination. It is also relevant to those PWM practitioners who would like to enhance their knowledge and skills in wealth management.