Raising Client Service Experience (for RMs)

About This Course

Business differentiation means that a business takes on a priority to focus on accentuating and promoting the distinct differences in its offering to customers. For private banks, this differentiation starts with how they have built their competitive advantage on years of trusted services. Excellent client engagement experience is shaped by excellent service standards. Quality service differentiation is a powerful strategy to attract and retain core customers and to win new ones. But service quality differentiation is typically more challenging than product differentiation. This is why many top banking executives say that their successful clients’ engagement is about performance; but also its often more than just performance. It is about consistent and meaningful experiences. This is never easy largely because services are performed by people. Whether proactively delivering services or responding to customer complaints, it takes mindful designs, consistent and committed performance from employees to make service differentiation work.

The course provides private bankers and their support team members a learning experience to engage in identifying the key components of customer experience management. Key service concepts and practices will be discussed and practical wisdom shared on how RMs and their support team can work on a smart customer service knowledge base, service recovery programs and service resolution strategies to better address and engage their clients. To achieve excellence in service, we have to “do it right the first time!”

Who Should Attend

Relationship managers, product specialist, investment counsellors and client-facing service personnel.

Learning Outcomes

  • Components, purpose and benefits of a customer service knowledge base
  • Methods to gather specifications on customer service knowledge base
  • Methods to test the customer service knowledge base
  • Methods for identifying service gaps in existing customer service guidelines
  • Typical customer life cycles
  • Types of information to be stored in a customer service knowledge base
  • Verbal and non-verbal communication techniques
  • Conflict resolution techniques
  • Key Performance Indicators (KPIs) for measuring customer experience
  • Sources of information on service challenges
  • Methods to analyse service challenges
  • Components of a service recovery framework
  • Methods to cascade service recovery policies and procedures to stakeholders
  • Criteria to evaluate effectiveness of service recovery framework

About IBF Certification

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

  • Customer Experience Management (Level 4)
  • Service Challenges (Level 4)

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

Client Engagement and the Standard of Service

  • Setting Service Standard in the organisation

Identifying the Service Gaps—What are They?

  • Understanding and addressing service gaps
  • Regulatory perspective on customer service

Customer Life Cycle in Private Banking

  • Client engagement at different stages of CLC

Customer Service Knowledge Base

  • The case for SKB in the Private Banking space
  • Knowledge types and components of a SKB
  • Benefits of SKB internally and externally
  • Testing and evaluating your SKB
  • Regulatory perspective on client communication

Customer Service Conflicts

  • Common Service Conflicts—what are they and how to avoid or address them?
  • The process and the softer end in handling conflict situations in customer service

Guidelines for Good Communication in Service Situations

  • Verbal and non-verbal communication essentials

Setting Service KPIs and Progress Management

Identifying Service Challenges Early

  • Common service challenges in PB
  • Where to collect service feedback in order to address them effectively

Preparing and Organising Service Recovery Program

  • Components of Service Recovery Process
  • Conducting root cause analysis effectively
  • Success factors for a Service Recovery Program

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 RMs)


S$ 1,300

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