CERTIFIED RETAIL BANKERPROSPECTUS 2019

CRBwww.rba.international

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IMAGINE A WORLD WHERE...Retail bankers are trusted professionals.

They are professionally educated, have passed challenging examinations and keep up to date through continuing professional education programmes.

Retail bankers are dedicated to doing what is best for clients.

Bank staff are well-educated and rewarded for the quality of service they provide over time.

Retail bankers abide by a strict code of ethics.

They place the interests of the customer before their own interests.

“Consumer banking considers the customer relationship as its only real asset. All other

traditional assets or balance sheet items are nothing but manifestations of this relationship.“

Dr Stefan Kaminsky

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WHO IS RBA INTERNATIONAL?

A Certified Retail Banker will be able to:

• understand customer psychology and build enduring and profitable relationships with customers.

• deliver customer solutions that improve customer outcomes and customer trust.

• analyse product profitability in order to focus on optimal value creation.

• assess and manage the bank’s risks.

• have an understanding of key value drivers, KPIs and financial reports.

• achieve real improvement at an operational level, improve results and achieve profitable growth.

Unique benefits of our programme:

• Offers a flexible, convenient and scalable learning solution which can be aligned to meet your organisation’s strategic business and learning objectives

• Provides a common body of knowledge leading to improved communication, faster learning and an agile organisation

• Allows for practical implementation

• Provides the tools to improve overall employee engagement

• Provides a talent management and succession planning tool that equips your future leaders with the knowledge and skills to take your business forward.

RBA International is the only international educational and professional

body in the world dedicated exclusively to retail banking certification and

training. It’s mission is to promote retail banking as a recognised profession

– and to promote the status of retail bankers as trusted professionals.

RBA INTERNATIONAL WORKS WITH LEADING BANKS ACROSS

THE GLOBE, WITH CANDIDATES IN OVER 100 COUNTRIES.

RBA International’s Certified Retail Banker qualifications meet the Triple E Standard by European Bank Training

Network (EBTN)

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Retail Banking Leaders

To share international best practice with peers from around the world in a structured Executive Management Programme, uniquely designed to address current business challenges from a leadership perspective.

Experienced retail bankers

To accelerate their journey towards final certification - exam exemptions are offered to retail bankers with 10 or 15 years’ experience.

Middle management (Product Managers, Sales Managers, SME Managers, future leaders, ‘high potentials’)

To build high-performing, cross-functional, fully agile teams.

Line management (in front, middle and back office)

To reach common standards and levels of competencies, while achieving a holistic understanding of the end-to-end customer experience and bridging silos in the bank.

Customer-facing retail bankers (Relationship Managers, Branch Managers, Wealth Managers)

To build profitable customer relationships based on an ethical, customer-centric business model.

New entrants/graduates

To promote faster learning and a common frame of reference for how a retail bank works while providing young talent with a professional qualification.

We expect our Candidates to subscribe to the following core values, which are also our teaching values:

• We treat customers and colleagues with respect, fairness and transparency.

• We are innovative, creative and always open-minded.

• We provide high quality customer care and excellent execution of our programmes.

• We are driven and have passion for our mission to professionalise retail banking.

WHO IS IT FOR?

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Retail Banking I is designed to introduce the theoretical and practical core competencies that are required for success in a retail banking organisation.

RetailBanking I

“This is the best programme that I have

followed in my whole career. It has been a

fulfilling learning experience.“

Yousouf MonodeeSenior Retail Manager, Barclays

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101 – Business Ethics and ComplianceThis module considers the moral principles underlying business ethics where motives matter most when the bank adopts a customer-centric strategy. The module also deals with the separation of owners"hip and the resulting information asymmetry which provides an opportunity for managers to pursue self-interest objectives. Finally, sources of compliance risk that include data security, money laundering and terrorist financing are identified.

102 – Retail Banking OverviewThis module considers the role of the retail bank in the economy, sources of funding, calculation of common retail banking metrics and analysis of both the liability and asset sides of the balance sheet.

103 – ProductsIn this module we review the reasons why customers demand services and products, linking the product/service to the usage. New forms of payment emanating from the development of the smartphone are also identified. We also consider product development in the digital age, noting areas of innovation and payments innovation vying for a share of the customer wallet.

104 – ChannelsThis module examines the major shifts and trends in retail banking channels while considering the multi-

channel customer. The role of the digital ecosystem and the role of the branch network is explored as banks look to support the growth of digital sales. The implications for data management are also considered.

105 – MarketingThis module considers the changing nature of marketing in financial services as the Fintech movement gains pace. We determine the key methods used to understand customers and evaluate digital marketing opportunities that utilise the latest tools and techniques in this area.

106 – Effective Sales ManagementThis module examines the importance of maintaining a disciplined sales process while implementing the Sales Performance Scorecard which results in improved processes, better educated and competent staff, increased sales to customers based on their needs, and greater customer satisfaction. We evaluate the significant impact of digital, such as ‘Selling the UX’ and the ‘Network Effect’.

107 – Customer Service QualityThis module determines the fundamentals of customer service quality, its relationship to customer loyalty and the resolution of customer service failures via a Gaps model.

108 – Operations This module views the activities carried out in the front, middle and back office, holistically. Sources of operational risk and techniques to ensure the effective management of retail banking processes are identified. Finally, we introduce the three-stage model of project management, noting that modern retail banking is highly technologically dependent.

109 – Credit and LendingThis module identifies the main sources of risk in retail banks, key issues in credit loss management and an evaluation of the main approaches to managing credit risk.

110 – Relationship ManagementRelationship Management is based on the creation of an optimal long-term bank–customer relationship that serves the long-term needs of the customer and, as a result, the long-term profitability of the bank. This module considers current trends in intelligent Customer Relationship Management (CRM) systems and the defining trends of innovation within CRM.

RETAIL BANKING I MODULES

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Retail Banking II focuses on the issues that are encountered when leading people and departments.

RetailBanking II

“It differentiates me as a Retail banker. It

makes me an authority in Retail Banking.”

Tonye UkpongHead, Retail Performance, South Diamond Bank

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201 – Digital MarketingThis module examines the leading trends related to digital marketing and takes a close look at global strategies banks are adopting in order to take advantage of the digital revolution. We examine the changing nature of the digital consumer, how to develop a digital strategy, the role of data and the opportunities that data creates for banks, and how to develop a social media strategy.

202 – Product Portfolio ManagementThis module considers fundamental issues in effective product portfolio management so as to identify products that are redundant or are potential value destroyers. A number of matrixes to support product development and the decision-making process are also introduced. Finally, the Millennial segment is considered, which is key to bank transformation and change management investment.

203 – SME LendingThis module utilises the 5Cs model as the basis for establishing the creditworthiness of SME borrowers. We present an SME lending risk scorecard, examine the mechanics of loan pricing, consider the credit risk evaluation procedure for unsecured loans, calculate expected losses, and consider risk implications in the bank’s loan portfolio. An introduction to Crowdfunding – the emerging online channel in SME lending – is provided.

204 – People ManagementThis module emphasises that People Management is based on the resource-based view of the organisation. We show that effective people management and employee engagement increases employee productivity, which in turn increases economic profit and shareholder value creation.

205 – Customer CareThis module emphasises that customer care is an organisational commitment and a strategic objective. We consider actions that create a culture of customer care and provide methods for practical implementation. This module considers how to promote customer satisfaction amongst Millennials via technology-based self-service delivery options where drivers of customer satisfaction differ from Baby Boomers. We conclude by building models that utilise the ‘digital lock-in effect’ to promote loyalty by examining digital customer care journeys and designing tactics around these.

206 – Performance ManagementThis module considers performance management and measurement in retail banks with an emphasis on managing for value. KPIs for people performance measurement, transfer pricing and divisional performance are studied. Bank branch management metrics to monitor performance are examined and a branch dashboard for a retail bank that serves to monitor performance is presented. Key considerations for managing performance in digital banking are also presented.

207 – Wealth ManagementThis module covers lending, investment and insurance products that are required in the wealth accumulation phase of the private banking client. Traditional tools to assess the private banking client’s degree of risk aversion are implemented. This module also teaches the foundations of modern product portfolio theory that includes diversification methods, strategic asset allocation and measures of portfolio performance.

208 – Balance Sheet ManagementThis module deals with moral hazards that arise from the financial intermediation process. We discuss the capital allocation process required under Basel III, consider the risk weights for credit, operational and market risk, and introduce fundamental properties of interest rate risk through a duration gap analysis.

209 – Risk ManagementThis module covers the fundamental principles of risk and capital management – the measurement and management of operational risk, market risk, liquidity risk and funding liquidity risk – and concludes with the elements of risk-based pricing.

210 – Financial ManagementThis module examines financial analysis around key banking metrics, including a more detailed financial statement analysis with the CAMELS approach as a guideline.

RETAIL BANKING II MODULES

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Retail Banking III focuses on the issues that are encountered when you are leading people and departments. The aim is to develop and enhance the capabilities required to run retail banking strategic business units (SBUs) for best results.

RetailBanking III

“Without any hesitation, I recommend that

managers who aspire to become leaders in the

Retail Banking World should complete the full

Retail Banking Certification.“

Alvar OlivierSenior Manager,

Compliance Business IT Enablement , Nedbank

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RETAIL BANKING III MODULES

301 – Leadership in Retail BankingThis module proposes that principled leadership is most appropriate for leadership in retail banking where an effective leader in retail banking creates a moral compass for all employees and inspires them to serve customers’ needs. We also consider leadership in retail banking, with special emphasis on change management, communicating and understanding resistance to change, and leading through the Fintech revolution.

302 – Business Strategies for Retail BankingThis module sets out to address the challenges of the changing landscape in retail banking where a well-defined business strategy is paramount by covering the following areas: developing a business strategy, creating a business strategy in retail banking, digital banking strategy and challenges, and executing strategy efficiently.

303 – Brand ManagementThis module considers the main issues of brand management, with special consideration given to models of consumer-based brand equity through their direct effect on brand meaning for the

consumer. The importance of employer branding is also considered. The module concludes with issues related to co-branding and the importance of brand congruence for success. This module concludes with how to create a credible digital innovation and transformation narrative in retail banking for Millennials while building differentiated branding for a traditional retail bank versus Big Tech providing financial services and challenger banks.

304 – GovernanceThis module presents the underlying theories of corporate governance in retail banking and the role of important corporate governance instruments in monitoring the actions of senior management. This module also presents a link between the operational structure of a retail bank and the risks that may emanate from it, concluding with a discussion of the potential link between silos and the ethical behaviour of bank employees.

305 – Operational ExcellenceThis module considers operational excellence in retail banking as an enabler of management’s strategic objective of value creation through customer-centricity. The design and deployment of a multi-channel strategy is also considered, along

with impediments to successful implementation. Lessons are presented that serve to mitigate potential impediments. We consider the potential for blockchain to revolutionise back office processes in retail banking along with implications for promoting cost efficiencies. Finally, we consider international best practice in the application of cloud banking while also considering the risks associated with cybersecurity and the associated regulatory challenges.

306 – Risk and Capital ManagementThis module presents advanced methods for managing interest rate risk and liquidity risk. Capital allocation methods for internal ratings-based banks are examined with emphasis on credit risk for retail exposures. The module also deals with the central issues in risk governance.

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PROGRAMME DELIVERYWe deliver in-house classroom learning that align with your bank’s strategic business and learning objectives – but we’ve also made it accessible for Candidates to study online in their own time. E-learning is on demand and Candidates have 12 months to pass the exam from the registration date.

Learning outcomes are assessed through a final computer-based examination, testing the application of knowledge at each of the three levels of the curriculum.

Study materials

• Interactive e-learning curriculum with audio and video

• Hard copy coursebooks

• Case studies

• Online mock examinations

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Benefits of studying online

• Ensures that your employees can build a study timetable around their work schedule.

• Support is available from the RBA International Support Team throughout the programme.

Becoming a Certified Retail Banker will send a powerful message to your customers, colleagues and the regulators that you are committed to maintaining the highest standards of professionalism in your work. It will also provide you with an unmatched international network of fellow professionals and an unparalleled research resource that you can access at any time.

AdmissionWe recommend candidates have a bachelor’s, or equivalent degree, or have the equivalent professional work experience accrued prior to enrolment. Upon successful registration to the programme, professional retail bankers are bound by RBA International's code of ethics and professional conduct. The right to describe yourself as a Certified Retail Banker and the use of the CRB designation is attained with an annual subscription to RBA Membership.

RB IEXAM

RB IIEXAM

RB IIIEXAM

CRBCERTIFICATION

REGISTRATION

6-12Months

6-12Months

6-12Months

YOUR CERTIFIED RETAIL BANKERJOURNEY

Blended learning

We work with you to tailor a classroom learning component that complements the standard e-learning curriculum by:

• aligning the competency framework with your bank’s business and learning objectives

• identifying the most appropriate level of the curriculum for your target group

• coordinating with and complementing existing training initiatives to avoid duplication

• striving for execution efficiency within chosen blend of learning

• providing a feedback mechanism on results

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ACCELERATED CRB

More experienced Retail Bankers have the opportunity to fast-track their certification.

10 Years experience.

To qualify you must have a minimum of 10 years’ experience in a retail banking role, and three of those years must have been in a managerial role or expert position. At the time of applying for exemption from Retail Banking I, you will need to provide a curriculum vitae signed by your HR department.

The accelerated pathway to CRB status:

• Module 101: Business Ethics and Compliance

• Retail Banking II exam

• Retail Banking III exam

15 Years experience.

To qualify you must have a minimum of 15 years’ experience in a retail banking role, 10 years of which must have been in a managerial role or expert position. At the time of applying for exemption from Retail Banking I and Retail Banking II, you will need to provide a curriculum vitae signed by your HR department.

The accelerated pathway to CRB status:

• Module 101: Business Ethics and Compliance

• Retail Banking III exam

To apply please visit www.rba.international or email our qualifications team on contact@rba.international

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www.rba.international