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Relationship Marketing Strategy for Financial Services

State Bank of India via edX


Marketing now is less about the Product or Service and more about the value it creates for the Customers. Ergo, it is imperative for Financial Services’ professionals to move from transaction management to relationship management and create meaningful relationships with the sole objective of enhancing customer value.

Relationship marketing is a long-term marketing strategy, for building personalized relationships with customers. The aim is to achieve customer loyalty and trust by providing an improved financial experience based on a complete understanding of the customer.

This course deals with creating and nurturing relationship marketing strategies in the financial services industry, to foster enhanced customer engagement and add more value to the relationship. The course aims to create a mindset of an “open and nurturing relationship”.


Week 1: “Relationship Marketing – The Realm & the Fundamentals”

Week 2: “The Principle of Positive Relationship & Relationship Management Process”

Week 3: “Managing Customer Defection. Implementing a Customer Reactivation Strategy to rekindle lost relationship”

Week 4: “Customer Loyalty Stages & Loyalty Action Plan. Becoming a Loyalty Leader – A profitable aspect of Relationship Marketing”

Week 5: “Creating a Customer-Centric Relationship Blueprint. Building and managing Customer Relationships”

Week 6: “Relationship Management Best Practices. Achieving Service Excellence via Relationship Marketing”

Taught by

Mukti Prakash Behera, Bindu K Nambiar and Hari S Iyer

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