The program consists of a combination of two parts: a conceptual and a practical part. The realistic branch environment is created through the integration of four proven approaches to training and development:
- A high-level, interactive, computerised banking simulation;
- Team or group work;
- Short workshops on specific topics such as increasing product and service range, multi-channel distribution, increased market segmentation and competition, branch income and expense reorganisation, branch human resources management;
- Result presentations in public.
The Branch Performance Management Seminar (BranchSIM) aims to equip branch managers in a complex and continuously changing environment with an understanding of the many factors influencing present-day branch management.
The seminar focuses on the key success factors and their interdependency that determine the performance of a branch, and covers issues such as:
- Increasing market share in profitable segments by using the right pricing and marketing tools (above and below-the-line tools, call centre outbound campaigns);
- Increasing productivity within the branch (process and operations management, HRM and staff motivation, financial management and outsourcing, influencing a customer’s payment behaviour by facturation of services, investing in remote banking hardware and software, call centre inbound calls)
- Increasing customer value through high quality service, the management of distribution channels, customer management (to increase the profitability of each segment and product range, whilst keeping track ofcustomer satisfaction), training personnel in relationship management
The seminar takes as its departure point the current situation for most branches in developed countries. It examines the change drivers for branch strategies. To understand these change drivers, it studies Porter’s five forces model applied to the banking sector. A value chain approach to product delivery and how this can be optimised, will lead the participants to the main strategy changes required to cut costs and work more efficiently and become more customer focused.
At the end of the seminar, participants should have a general idea on their current level in their branch strategy development, and what the ‘state of the art branch strategies’ are, developed in different parts of the world.
The branch teams will have to decide upon:
- Prices for all the products and the segments they address to;
- Marketing effort to be undertaken per product;
- Investments such as branch remodel ing in function of ATMs and kiosks to be installed;
- Personnel retraining enabling them to address new target groups, pay incentives, and recruitment of personnel;
- Fee charges as one of the change drivers for changing customers’ behaviour;
- Influence of all these decisions upon customer satisfaction.
- Regional and Branch Managers;
- Sales and marketing managers that require a solid understanding of the various factors influencing market share;
- All bankers forming part of the management team of the branch and/or region;
- Junior bank professionals earmarked for promotion or part of an accelerated growth programme.