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OnDemand Course

How to Grow Your Bank's Loyalty Base

Banks can usually understand their customers better than any other type of commercial institutions because financial institutions usually have a lot of useful information about their customers' demographics and purchase history. Banks today can accurately determine the present and future profitability of each customer. Compared to other institutions banks are usually important to their customers' lives.

The greatest advance in financial services marketing has been online banking and the ability to send emails to customers concerning their accounts. By 2011, more than 80 percent of consumers who have broadband Internet access in the United States signed up for online banking. This has opened up tremendous opportunities for banks, insurance companies, and other financial institutions to reach out to their customers with financial information that these people want to hear about. In this OnDemand Webinar, you will learn how to segment customers by current and potential profitability and to use that segmentation to improve customer loyalty and bank profitability.

Learning Objectives:

  • You will be able to identify benefits of online banking.
  • You will be able to discuss why cross-selling profitable customers does not work.
  • You will be able to review prospecting using emails.
  • You will be able to explain loan application abandonment.

Runtime: 86 minutes
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Why Lorman?

Over 33 years and 1.4 million customers worth of experience providing continuing education. Our passion is providing you world-class training to help you succeed in business and as a professional.

Agenda

Why Loyalty Is Important to a Bank

  • Benefits of Online Banking
  • Profitability Calculation
  • Creating Profitability Segments
  • Turning Knowledge Into Action
  • Behavior by Profitability Segment

Customer Profitability

  • Potential Lifetime Profitability
  • Why Cross Selling Profitable Customers Does Not Work
  • Customer Retention Tactics
  • Customer Acquisition Ideas

Customer Lifetime Value

  • Prospecting Using Emails
  • Forecasting Customer Churn
  • Why Age and Income Are Not Enough
  • Loan Application Abandonment
  • Research Online and Buying off Line
  • Focus on Relationship Rather Than Price
  • Gold Customer Programs
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More Program Information

Why Lorman?

Over 33 years and 1.4 million customers worth of experience providing continuing education. Our passion is providing you world-class training to help you succeed in business and as a professional.

Credits

OnDemand Course

This course was last revised on June 4, 2013.

Call 1-866-352-9540 for further credit information.

This program does NOT qualify, nor meet the National Standard for NASBA accreditation.

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Why Lorman?

Over 33 years and 1.4 million customers worth of experience providing continuing education. Our passion is providing you world-class training to help you succeed in business and as a professional.

Faculty

Arthur Middleton Hughes

Arthur Middleton Hughes

The Database Marketing Institute, Ltd.

  • One of the best known experts in the field of database and email marketing
  • Published nine books on the subject, the most recent being Strategic Database Marketing 4th Edition (McGraw-Hill 2012)
  • Has worked with and computed the Subscriber Lifetime Value of many experienced email marketers including: American Airlines, British Airways, Avis-Budget Rent a Car, Publisher’s Clearing House, Dell Computer, Bed Bath and Beyond, Bluefly, CVS, Dockers, Mattel, NFL, Radio Shack, Harrahs, L’Occitane, Miles Kimball, Oakley, OfficeMax, Petco, Sally Beauty, Smart Bargains and Thomas Cook
  • His 200 articles published are available on www.dbmarkerting.com
  • Can be contacted at [email protected] or 954-767-4558
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More Program Information

Why Lorman?

Over 33 years and 1.4 million customers worth of experience providing continuing education. Our passion is providing you world-class training to help you succeed in business and as a professional.

All of your training, right here at Lorman.

Pay once and get a full year of unlimited training in any format, any time!

  • Live Webinars
  • OnDemand Webinars
  • MP3 Downloads
  • Course Manuals
  • Audio Recordings*
  • Executive Reports
  • White Papers and Articles
  • Sponsored Live Webinars

Additional benefits include:

  • State Specific Credit Tracker
  • Members Only Newsletter
  • All-Access Pass Course Concierge

* For audio recordings you only pay shipping

Questions? Call 877-296-2169 to speak with a real person.

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Product ID: 391854
Published 2013
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