Class No

Hours

Module Topics

Learning Outcomes

Practical Activities

1

2

Module 1: Introduction to Relationship Management in Banking

Topics:

• What is Relationship Management (RM)

• Role of RM in branch operations

• Customer lifecycle in banking

• Goals of an RM officer: retention, growth, cross-sell

• KPIs for RM: portfolio quality, CASA growth, product penetration, customer satisfaction

Outcome: Understand the RM function and its impact on branch growth.

Understand RM fundamentals and branch impact

RM role analysis

2

2

Module 2: Customer Segmentation & Profiling

Topics:

• Customer types: retail, SME, corporate, priority banking

• KYC-based customer profiling

• Customer potential analysis

• Understanding customer behavior & preferences

• Need-based product mapping

Outcome: Ability to identify high-value customers and offer the right solutions.

Identify customer segments

Segmentation exercise

3

3

Module 3: Communication & Interpersonal Skills for RMs

Topics:

• Professional communication techniques

• Active listening & questioning skills

• Emotional intelligence in RM

• Handling difficult conversations

• Maintaining trust & transparency

Outcome: Master communication that builds long-term customer relationships.

Improve communication skills

Role-play: customer conversation

4

3

Module 4: Product Knowledge & Advisory Role

Topics:

• Deposits: savings, current, FDR, schemes

• Loans: retail, SME, credit cards, secured loans

• Remittance, foreign exchange basics

• Digital banking products (MFS/DFS, apps, cards)

• Advisory selling vs. product pushing

Outcome: Provide informed, confident advisory support to customers.

Strengthen banking product understanding

Product advisory simulation

5

2

Module 5: Customer Acquisition Techniques

Topics:

• Lead generation strategies

• Cold calling & prospecting basics

• Referral management

• Community outreach and field visits

• Sales funnel for branch banking

Outcome: Develop skills to bring new customers into the branch.

Apply acquisition strategies

Prospecting & lead generation drills

6

2

Module 6: Relationship Deepening & Cross-Selling

Topics:

• Cross-sell & up-sell fundamentals

• Identifying the right “moment of need”

• CASA deepening techniques

• Increasing product penetration per customer

• Managing high-value / priority customers

Outcome: Increase business from existing customers ethically and effectively.

Develop cross-sell strategies

Cross-sell planning activity

7

3

Module 7: Portfolio Management & Monitoring

Topics:

• Managing customer portfolios

• CASA monitoring

• Loan portfolio follow-up

• Early warning signals for delinquency

• Account activation, dormancy reduction

• Setting monthly targets

Outcome: Manage portfolios in a structured and KPI-driven manner.

Improve portfolio oversight

Portfolio review simulation

8

2

Module 8: Service Excellence for Relationship Managers

Topics:

• Service etiquette for RMs

• Complaint handling & escalation

• TAT management

• Delivering proactive service

• Creating memorable customer experiences

Outcome: Apply world-class service standards with every client interaction.

Apply service excellence

Complaint-handling role-play

9

2

Module 9: Compliance, Ethics & Documentation

Topics:

• KYC/AML compliance rules

• Customer due diligence

• Risk-based approach (RBA)

• Avoiding mis-selling

• Documentation standards for accounts & loans

Outcome: Perform RM duties while strictly ensuring compliance and risk control.

Ensure compliant operations

Documentation checking

10

2

Module 10: CRM Tools & Digital Relationship Management

Topics:

• Using CRM software for tracking customers

• Managing leads and follow-up schedules

• Digital customer journeys (onboarding, service requests)

• Data-driven customer insights

• WhatsApp/SMS/Email engagement guidelines

Outcome: Leverage digital tools to enhance RM efficiency and productivity.

Use RM digital tools effectively

CRM follow-up tracking