Elements and Performance Criteria
- Contribute to the identification of the customer segment
- Criteria for the identification of customers in specialist premium customer segments are analysed and evaluated
- Databases are accessed and updated to ensure the availability of consistent and accurate information to support quality customer relationship management
- The attributes, service needs and wants of the premium customer segment are identified as a basis for tailoring communications and services
- Contribution is made to the development of a service strategy for the premium customer segment
- Manage customer relationships with premium or high value individuals
- The portfolio of premium customers is administered using the business rules and processes of the financial services organisation
- Characteristics, benefits and costs of the range of products and services relevant to the premium customer segment are identified and analysed and service is delivered to the standard specified for the customer segment
- Reward and recognition strategies to build customer loyalty are developed and delivered to the premium customer segment
- Provide high level and tailored service
- Regular contact is established with customers in the portfolio to determine their ongoing needs and service expectations
- Current usage patterns are analysed and effective service and product options are identified and documented
- Optimum product and service solutions to meet customer needs are identified, modelled and sold
- Service delivery to the premium customer by other departments or groups across the organisation are coordinated
- Concerns or complaints about service or products are researched and addressed on behalf of the customer including the coordination of responses across all departments and groups
- Evaluate and report outcomes
- Reports against targets using standards, protocols and procedures are made with exception or feedback reports analysed and problems rectified
- Product and service offering targeted to the premium customer segment is reviewed and solutions for improvement are made to management
- The customer database is maintained to improvement the management of the premium customer segment