Course Description

This course provides an in-depth understanding of the principles, strategies, and best practices in delivering exceptional customer service and implementing effective marketing in the financial services industry. Students will learn how to build lasting customer relationships, manage client expectations, and develop service excellence as a competitive advantage. The course also explores marketing concepts, market segmentation, branding, promotion, and the integration of digital marketing strategies to attract, retain, and grow a loyal customer base.

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Course Objectives

The primary objectives of this course are to:

• Develop the skills and knowledge required to deliver outstanding customer service in financial and business settings.

• Provide an understanding of core marketing principles and their application to the financial services sector.

• Examine how customer service excellence supports brand reputation, customer loyalty, and market competitiveness.

• Introduce students to traditional and digital marketing tools for effective customer engagement and retention.

 

Course Learning Outcomes

Upon successful completion of this course, students will be able to:

1. Explain the role of customer service in the success of financial institutions and other businesses.

2. Identify the key elements of effective customer service and apply strategies to handle various customer types and situations.

3. Analyze the relationship between customer satisfaction, loyalty, and business growth.

4. Describe the principles of marketing and their application to financial services.

5. Segment markets and identify target audiences for products and services.

6. Develop customer service and marketing strategies that align with organizational goals.

7. Evaluate the impact of branding, promotion, and communication on customer perceptions.

8. Utilize digital marketing and social media platforms to enhance customer engagement.

9. Design service recovery strategies to address customer complaints and maintain trust.

 

Course Content

1. Introduction to Customer Service

• Definition and importance of customer service

• The customer service cycle

• Customer expectations in financial services

 

2. Elements of Service Excellence

• Communication skills (listening, empathy, clarity)

• Professionalism and courtesy

• Understanding customer needs and preferences

 

3. Managing the Customer Experience

• First impressions and service touchpoints

• Handling difficult customers and conflict resolution

• Service recovery and complaint handling

 

4. Introduction to Marketing

• Definition and role of marketing in business success

• The marketing mix (product, price, place, promotion)

• Marketing in the context of financial services

 

5. Market Segmentation and Targeting

• Identifying customer segments

• Positioning products and services

• Customer profiling

 

6. Branding and Promotion

• Building a strong brand identity

• Advertising and promotional tools

• Public relations and customer engagement

 

7. Digital Marketing and Social Media

• Role of technology in customer engagement

• Using social media for brand promotion and customer interaction

• Email marketing, content marketing, and online advertising

 

8. Linking Customer Service & Marketing

• How service quality supports marketing objectives

• Customer loyalty programs and retention strategies

• Measuring service quality and marketing effectiveness

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Course Assessment & Evaluation:

• Class Participation and Attendance – 10%

• Written Assignments/Homework – 15%

• Oral Presentation – 15%

• Midterm Examination – 20%

• Final Examination – 40%