Customer Behaviour and Consumer Psychology in Banking - Executive Education

From decision making to behavioural economics, from emotional engagement to the neuroscience of choice, this two-day workshop will explore behaviour, thinking, and emotion in banking.

Attendees will gain new insights into what makes their customers tick – and will see how some of the world’s leading corporations are using this same targeted knowledge to gain valuable competitive advantages. Whether you are interested in crafting new market offerings, developing new marketing strategies, or improving your customer relationships, this programme will deliver valuable insights from the ground up. Starting with the basics of human psychology (the brain, perception, emotions, and decision-making), we will go on to explore a wide-range of topics, strategies and approaches relevant specifically to banking. The interactive sessions will involve group work, case study materials, videos, and a range of hands-on activities to generate deeper understanding.

This short programme will provide you with fresh insights into how a deeper understanding of customer behaviour and consumer psychology can inform a wide range of your strategic business choices.

Programme Outline

DAY 1
Understanding the Customer, the Consumer, the Brain, and the Mind
Morning Session: Consumer Psychology: Framework and Theories
The aim of the morning session is to introduce attendees to current understandings of psychology, the brain, neuroscience, emotions, motivation, and decision-making. A sort of “beginners guide” to modern experimental psychology, this session will provide the theoretical grounding (framework) for latter portions of the programme.
Lunch with workshops and group activities: Understanding Generational Behaviour Patterns
Afternoon Session: Topics of Interest
The aim of the afternoon session is to take a deeper dive into several psychology topics as they relate to the banking industry. In particular, we will dig into: consumer trust (post 2003), confidence, motivation, loyalty, atmospherics, service quality, premium/luxury, advertising, wait-time, relationship building, and social media.
DAY 2
Consumer Psychology in Practice
Morning Session: The Consumer-Focused Organisation
In the morning session we will explore a range of consumer-focused innovations and organisations. By studying what works in leading organisations we will begin to understand how consumer-centric organisations use consumer psychology and behavioural economics (e.g. nudges) to delight consumers.
Lunch with workshops and group activities: Why does Fintech appeal to customers?
Afternoon Session: Approaching Innovation
In the afternoon session we will explore ways of crafting consumer-focused innovations. Intriligator will share several well-tested frameworks for creating innovations. We will work through examples of how the framework can be applied to a range of banking-related issues. Then via small-group interactions we will put the framework to use, developing products or new refinements to current products, which we will then test and critique. Students will exit with working methodologies for approaching consumer-focused product innovations.

METHODOLOGY

The programme is a combination of group led discussions and presentations, together with practical case studies and exercises mainly in syndicates of participants. The training is experiential and participants are encouraged to share their own experiences and contribute to group dynamics.

Participant profile

This innovative and ground breaking programme is particularly relevant and valuable to middle and senior level bankers with customer oriented focus. These could be front line branch managers, corporate relationship managers, sales and marketing officers, new product developers, strategists and business unit leaders. In fact, this programme will be of broad appeal to all bankers who need to better understand how their customers think and behave in their relationships with banks. This is particularly important today as bankers around the world have to reflect on changes in technology influencing digital banking platforms and creating massive disruption possibilities.

trainer

Professor James Intriligator

Professor of Innovation & Consumer Psychology, Bangor University

Note: All information on this page is correct but may be subject to change.

Other programmes

Invest in a lifelong learning journey

As the industry’s preferred partner in learning and development, ABS offers customised and open enrolment training programmes that cover a comprehensive list of banking areas.

Need help? Ask ABBY

Executive Education

9/11/2023 12:00:00 AM

Creating Value with AI and Data for Banking and Finance Leaders

Executive Education

1/1/2000 12:00:00 AM

Customer Behaviour and Consumer Psychology in Banking

Executive Education

9/21/2020 12:00:00 AM

Opportunities and Risks in Banking Arising from ESG

Executive Education

9/10/2019 12:00:00 AM

The Future of Banking in a Disruptive Age

Executive Education

11/25/2024 12:00:00 AM

Global Banking Leaders Programme

Professor James Intriligator

Professor of Innovation & Consumer Psychology, Bangor University

James Intriligator is Professor of Innovation and Consumer Psychology at Bangor University. Since receiving his PhD (Harvard University), Intriligator has moved between academia and industry several times. In the commercial world, he ran think tanks, designed new offerings in the automotive and financial services sectors, and has worked with some of the world’s largest corporations. As an academic, Intriligator has authored over 50 peer-reviewed articles in high-profile scientific journals such as Nature, Nature Neuroscience, Neuron, and Biological Psychology. He has published important work in multiple domains including psychology, neuroscience, design, entrepreneurship, physics, consumer psychology, and education. Some recent honours include: receiving a personal chair based on “innovation and impact,” being named a Bangor University Teaching Fellow (2013), and being named a “National Teaching Fellow” – the UK’s highest teaching honour (2014).

Professor Intriligator has over twenty years of experience in developing and delivering innovative educational programmes to students. He has worked with dozens of national and international companies, including Unilever, The National Trust, Aldi, Mars/Masterfoods, Tesco, Johnson & Johnson, laterooms.com, and Cadbury, as well as banks such as Santander, HBOS and Lloyds Banking Group.

Bangor Business School

Bangor Business School is consistently ranked as one of the top Universities in Europe and in the world Top 20 for its Banking research (Federal Reserve Bank of St Louis / RePEc, 2015). The School is also ranked in the top 25% of UK business schools for its Business and Management research (Times Higher Education, 2015).

In Malaysia, the Bangor Business School is best known for its Chartered Banker MBA programme; the only dual award of the prestigious MBA and professional Chartered Banker qualification.