The program consists of a combination of two parts: a conceptual and a practical part. The realistic branch environment is created through the integration of four proven approaches to training and development:

A high level, interactive, computerized banking simulation.

Team or group work.

Short workshops on specific topics such as increasing product and service range, multichannel distribution, increased market segmentation and competition, branch income and expense reorganization, branch human resources management.

Result presentations in public.


To increase market share in profitable segments by using the right pricing and marketing tools (above and below-the-line tools, call center outbound campaigns).

To increase productivity within the branch (process and operations management, HRM and staff motivation, financial management and outsourcing, influencing a customer’s payment behavior by facturation of services, investing in remote banking hardware and software, call center inbound calls).

To increase customer value through high quality service, the management of distribution channels, customer management (to increase the profitability of each segment and product range, whilst keeping track of customer satisfaction), training personnel in relationship management.

Contents highlights:

The seminar takes as its departure point the current situation for most branches in developed countries. It examines the change drivers for branch strategies. To understand these change drivers, it studies Porter’s five forces model applied to the banking sector. A value chain approach to product delivery and how this can be optimized, will lead the participants to the main strategy changes required to cut costs and work more efficiently and become more customer focused. At the end of the seminar, participants should have a general idea on their current level in their branch strategy development, and what the ‘state of the art branch strategies are, developed in different parts of the world.

The branch teams will have to decide upon:

Prices for all the products and the segments they address to.

Marketing effort to be undertaken per product.

Investments such as branch remodel in function of ATMs and kiosks to be installed.

Personnel retraining enabling them to address new target groups, pay incentives, and recruitment of personnel.

Fee charges as one of the change drivers for changing customers’ behavior.

Influence of all these decisions upon customer satisfaction.

Public target :

Regional and Branch Managers.

Sales and marketing managers that require a solid understanding of the various factors influencing market share.

All bankers forming part of the management team of the branch and/or region.

Junior bank professionals earmarked for promotion or part of an accelerated growth programme.