Raising Client Service Experience (for ARMs)

About This Course

Good client engagement in the Private Bank refers to the ongoing interaction between its front-liners and its valued clients. Enhancing this relationship with well-designed strategies and approaches that can consistently deliver above expected service standards is of utmost importance. The business of the private bank is trust. Good client experience allows trust to be consistently enhanced, even when faced with any service lapse needing service recovery processes. This following course introduces the basics of clients’ experience management processes and addresses the competency of handling service challenges with private banking clients.

Participants will learn how they can approach clients with the right service attitude and strategies that will build rapport and trust with clients quickly. They will enhance their communication skills and conflict resolution strategies through interactive learning. This will enable them to contribute positively to a primary goal of the Private Bank to retain and grow long-term, profitable relationships with existing clients.

Who Should Attend

  • Assistant Relationship Managers

Learning Outcomes

  • Develop rapport and establish trust with various customer segments through effective verbal and non-verbal communication
  • Uncover customer requirements and recognise potential business opportunities
  • Provide prompt service delivery tailored to customer’s initial and subsequent needs through product referrals
  • Provide coaching in effective machine operation to customers
  • Apply best-fit conflict resolution techniques when handling objections and conflicts
  • Identify frequently asked questions asked by customers
  • Contributes ideas and responses to customers queries and requests
  • Analyse trends and patterns in the customer service knowledge base
  • Develop knowledge of organisation’s product or service offerings and customer profile
  • Establish customer rapport to build customer confidence
  • Provide post-sales follow up
  • Respond to escalated service challenges, in accordance with service recovery procedures
  • Respond to service opportunities and escalated service challenges to reinforce customers’ confidence in the organisation

About IBF Certification

This course addresses the following Technical Skills and Competencies (TSCs) and Proficiency Level (PL):

  • Customer Experience Management (Level 3)
  • Service Challenges (Level 3)

Participants are encouraged to access the IBF MySkills Portfolio to track their training progress and skills acquisition against the Skills Framework for Financial Services. You can apply for IBF Certification after fulfilling the required number of Technical Skills and Competencies (TSCs) for the selected job role.

Find out more about IBF certification and the application process on

The Importance of Client Experience

  • Key Service Expectations and Perspectives
  • Identifying Organizational Service Standards
  • Setting Standards Accurately

Regulatory Guidelines & Customer Experience

Customer Service Knowledge Base

  • How to use knowledge base to identify business opportunities
  • How to use Frequently Asked Questions
  • Coaching Clients using FAQ through technical support

Handling conflicts effectively with Clients

  • 4As of Conflict Resolution
  • Address Conflict Issues Effectively
  • Effective Verbal and Non-verbal Communication
  • Identifying Service Challenges

Listing the most common types of Service Challenges in PB Importance of Customers’ Rapport

  • How to develop customer rapport over the phone

Product & Service Knowledge

  • Methods in gaining product & service knowledge
  • How product & service knowledge assist in service challenges

Escalating Service Challenges

  • How to escalate service challenge
  • Service Recovery

Business Opportunities in Service Challenges

  • Service Recovery and Business Development
  • Service Recovery Paradox

Post-Sales Follow Up

Assessment - MCQ

Gordon Aw


Gordon Aw, started his working life in the IT field with Apple Computers Singapore. After two years, he joined a non-profit organization for more than 15 years as a management staff before he left to be a senior consultant with a regional consulting company which is now known as Capelle Consulting/Academy. He later joined FHL Capital as compliance officer and was involved with investments in properties and equity market and financial planning. Subsequently, he set up his own company in corporate training and finance technology in equity algorithms. Having introduced many HNWIs to insurance agencies, he decided to obtained financial advisory license in 2016 to better advise and assist his clients.

In the context of training with financial organizations, investment and insurance agencies include key management officers, relationship managers and analysts over the last 20 years. Known as a talented orator and powerful motivational speaker and being adept in both English and Mandarin, Gordon is very well sought after for sessions in relationship management, effective leadership, team leadership, personal effectiveness, effective communication and business development. His key clients include government agencies, multi-national organizations and financial institutions such as insurance agencies, banks and property agencies. With more than 20 years of experience, he is also an experienced trainer of trainers, and had conducted sessions in China, Hong Kong, Saudi Arabia, Malaysia, Australia, Vietnam, Taiwan, the United States of America amidst many countries.

Gordon was invited as a subject expert in the early years for the WSQ competency framework development. He successfully developed several programs in leadership and communication for the agency he was involved with. He was also the competency framework architect for the King Faisal Hospital in Saudi Arabia for over 5 years.

He is a certified NLP Practitioner and a certified behavioural consultant in the DiSC© Personal Profile System, The Personal Listening Profile©, TICS® Values Profile, Taylor Johnson Temperament Tests, Big-Five and the TICS© Values System. He is well known as a communication/behavior specialist and has also developed several behavioural and leadership tests on his own and customized them for his clients.

His specialties include:

  • Contextual Leadership
  • Leadership Challenge
  • Effective Communication Skills
  • Power Presentation Skills
  • Strategic Thinking Process
  • Executive Coaching
  • Change Processes
  • Conflict Management
  • Success in Negotiations

Gordon received his first degree in Philosophy and Theology from Trinity Theological College and completed his MBA program with University of Hull, England.


This programme has been accredited under the IBF Standards, and is eligible for funding under the IBF Standards Training Scheme (IBF-STS), subject to all eligibility criteria being met. Candidates are advised to assess the suitability of the programme and its relevance to participants’ business activities or job roles.

For latest development on the Funding Support for IBF-STS, please visit the IBF Standards Training Scheme site.

About the IBF Standards

The IBF Standards are a set of competency standards for financial skills. These Standards are developed in partnership with industry leaders and provide a professional development and skills roadmap for financial sector practitioners to excel in their respective job roles. They currently cover 12 industry segments in the financial sector.

About the Institute of Banking and Finance Singapore

The Institute of Banking and Finance Singapore (IBF) is the national accreditation and certification agency for financial industry competency in Singapore under the IBF Standards. Find out more on

Early Bird Discount

Enjoy 10% early bird discount when you register one (1) month before the course commencement date.

Raising Client Service Experience (for ARMs)


S$ 1,300

Course Features
  • Duration
    1 Day
  • CPD
    8 Hours
  • Job Role
    Asst Relationship Manager
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