Elements and Performance Criteria
- Identify and forecast small business customer needs and wants
- Conduct segmentation analysis of small business market, and identify and analyse operating environments of small business segments
- Identify and analyse impact of small business segment environment on their current and future banking needs
- Track and monitor needs and wants of small business customer
- Analyse results of marketing and communications campaigns targeted to small businesses to identify successful strategies
- Identify product and service options for small business customers
- Analyse current customer usage patterns of the organisation’s small business customer categories
- Identify products and services used by segments of small business customers and analyse their benefits
- Design new products and services, tailored to small business customer segments, and negotiate their implementation in accordance with the organisation’s business rules and processes
- Communicate service benefits to small business customers
- Identify and analyse preferred and optimum communication strategies and vehicles to influence small business segments
- Plan and implement communications campaigns to match products and services to identified small business segments
- Plan and monitor strategies to support routine and ongoing communications with small business segments
- Brief and coach customer service staff in timely and effective manner on purpose of communication campaigns
- Manage performance of products, services and communications for small business customers
- Identify, communicate and monitor performance indicators, and analyse reports against targets using standard protocols and procedures
- Analyse exception or feedback reports and establish processes to rectify faults or capitalise on opportunities
- Develop, implement and monitor strategies to support continuous improvement of small business products, services and communications