SYLLABUS OVERVIEW
Certified Retail Banker qualification
www.retailbanking-academy.org
CONTENTS
Retail Banking I Retail Banking II Retail Banking III
Module 101: BUSINESS ETHICS AND COMPLIANCE
Module 102: RETAIL BANKING OVERVIEW
Module 103: PRODUCTS
Module 104: CHANNELS
Module 105: MARKETING Module 106: EFFECTIVE SALES MANAGEMENT
Module 107: CUSTOMER SERVICE QUALITY
Module 108: OPERATIONS
Module 109: CREDIT AND LENDING
Module 110: RELATIONSHIP MANAGEMENT
Module 201: DIGITAL MARKETING
Module 202: PRODUCT PORTFOLIO MANAGEMENT Module 203: SME LENDING
Module 204: PEOPLE MANAGEMENT
Module 205: CUSTOMER CARE
Module 206: PERFORMANCE MANAGEMENT
Module 207: WEALTH MANAGEMENT
Module 208: BALANCE SHEET MANAGEMENT Module 209: RISK MANAGEMENT
Module 210: FINANCIAL MANAGEMENT
Module 301: LEADERSHIP IN RETAIL BANKING
Module 302: BUSINESS STRATEGIES FOR RETAIL BANKING
Module 303: BRAND MANAGEMENT
Module 304: GOVERNANCE
Module 305: OPERATIONAL EXCELLENCE
Module 306: RISK AND CAPITAL MANAGEMENT
CRB Prospectus / 2
BUSINESS ETHICS AND COMPLIANCE
This module deals with business ethics and compliance. Specifically, it considers the moral principles underlying business ethics where motives matter most when the bank adopts a customer-centric strategy. It also establishes a link between business ethics and customer trust, which is a determinant of customer loyalty.
The module also deals with the separation of ownership (shareholders) and control (managers) and the resulting information asymmetry which provides an opportunity for managers to pursue self-interest objectives. This creates agency costs for shareholders. Unlike non-financial firms, there is a complex web of agency relationships in retail banks which requires an ethical bank culture that provides a moral compass for all employees.
Finally, sources of compliance risk that include data security, money laundering and terrorist financing are identified, while the crucial role of the compliance department is highlighted in relation to its obligation to identify sources of compliance risk; take actions to mitigate these risks; and provide timely reporting on compliance lapses to senior management and the bank board.
After completing this module you will be able to:
• give definitions on morality and ethics,
and distinguish between ethical models
based on motives, behaviors and
consequences.
• identify an appropriate ethical model for
customer-centric retail banking.
• apply this model to recommend
appropriate courses of action in retail
banking when faced with choosing
between ‘right and wrong’ and between
‘right and right’.
• explain how business ethics encourage
trust, and so improve financial
performance.
• analyse the principal–agent relationships
between different external stakeholders
in retail banks and the managers, and
explain the role of organisational culture in
preventing misuse of these relationships.
• define compliance and explain the role of
the compliance function in retail banks,
including mitigating risks of laundering
money and financing terrorism.
• describe the impact on customers of
ethical breaches in retail banking, and
recommend what could be appropriate
remedial actions.
MODULE 101
“A separated, independent retail banking sector should be led by professionally qualified retail bankers, bound by an ethical code similar to those already in place for accountants and lawyers.”
Evidence Submission from the Retail Banking Academy
CRB Prospectus / 3
• explain how retail banks function to
deliver financial intermediation, support
asset transformation and create money
supply.
• describe the sources of risk that a retail
bank manages in delivering these
functions for customers and the wider
economy.
• describe the core services of a retail bank
and explain the value of these services to
customers.
• explain liabilities on a retail bank’s balance
sheet and their associated risks, including
core deposits, interbank funding,
certificates of deposit, repurchase
agreements and unsecured debt.
• explain assets on a retail bank’s balance
sheet and their associated risks, including
cash and cash equivalents, loan products
in the trading book and banking book,
mortgages, investments in bonds and
mortgage-backed securities, goodwill and
fixed assets.
• calculate and interpret retail banking
ratios from information in the balance
sheet and income statement, including
the cost income ratio, the loan to deposit
ratio, the net interest margin and spread,
the return on equity and assets, and the
leverage ratio.
After completing this module you will be able to:
This module covers an extensive overview of retail banking, from viewing banks as financial intermediaries to considering the roles that a retail bank serves in the real economy.
We also consider the typical sources of funding (i.e., the liability side of the balance sheet) that include retail deposits and wholesale funding. Later, we consider the asset side of the balance sheet that includes products and the risks embedded in the banking book and trading book. Next, we present an analysis of the income statement showing that net interest margin is the main source of income for a retail bank.
We also show, as is typical for any people business, that staff costs dominate operating costs. Finally, the module concludes with the calculation of common retail banking metrics such as net interest margin (NIM), net interest spread (NIS), return on equity (ROE) and cost income ratio (CIR).
RETAIL BANKING OVERVIEWMODULE 102
“What you have to do is understand the consumer, understand that there is a life cycle in terms of consumer needs. These needs are universal. There is nothing that I learned that suggested that they were local to any one country. It is the same basic business. It is a solid business.”
John Reed, former Chairman and CEO, Citibank
CRB Prospectus / 4
In 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 introduce the family life cycle and note the types of products demanded at each stage, making the point that this is a moving feast in the modern world.
We consider how savings and loan products may be priced relative to a benchmark rate. We then move on to discuss the traditional product development and approval process before considering the significant ‘disruption’ being evidenced through the emergence of FinTech and the resultant trends in product development, highlighting that innovation and pace of delivery are now all-consuming and critical when bringing banking products to market.
Finally, we consider product development in the digital age, noting four areas of innovation, and conclude by identifying eight levels of payments innovation vying for a share of the customer wallet.
After completing this module you will be able to:
• identify and understand the core and
unique attributes of financial services in
retail banking.
• differentiate between banking products
that enable customers to make payments,
save, borrow, invest and conduct cash
management.
• relate customers’ demand for banking
products and services to the family life
stages of wealth accumulation, wealth
consolidation and wealth transfer.
• calculate and understand the
fundamentals of pricing of loans and
savings deposits.
• describe how FinTech startups are
unbundling the traditional retail banking
value proposition, and suggest strategies
by which retail banks might respond.
• describe the 4Ps process of digital
product development in a retail bank,
including ‘pretotyping’, and explain its
rationale.
• describe the ‘15 Percent Rule’ to
determine the optimal rollout timing for
innovative banking products, and explain
its rationale.
• evaluate the potential advantages and
disadvantages of creating Banking
Innovation Labs by reference to global
best practices.
• explain how ‘intrapreneurship’ can help
to retain creative, entrepreneurial talent
within a traditional retail bank.
• categorise digital product innovation sub-
areas within banking into four overarching
groups: emerging payments, personalised
products and interfaces, better loans, and
easier access.
• analyse the threat to retail banks of falling
behind FinTech startups, Tech Giants
and Mobile Network operators in terms
of innovation, by reference to cutting-
edge payments innovations and their
technologic backgrounds.
PRODUCTSMODULE 103
“A holistic view of the entire retail operation is key for any passionate retail banker, and that is exactly what this course offers.”
Nedbank Associate member, South Africa
CRB Prospectus / 5
• describe the evolution of channels in retail
banking.
• explain the role of branch banking in the
digital age, describing, from a bank’s
perspective, alternative ideas for branch
formats that retail banks are developing
globally.
• analyse the challenges retail banks face in
trying to exert a degree of control in the
mobile banking market.
• identify the multiple functionalities of
the smartphone as the primary banking
channel of the future and describe other
digital channel innovations that are
emerging.
• describe the changing requirements and
usage of bank channels from the customer
perspective, identifying customers’
preferred solutions when facing
information risk.
• define the digital ecosystem and describe
the opportunities and threats that retail
banks face as they position themselves
within it.
• analyse the implications of the digital
ecosystem for data management,
protection and usage in retail banking.
After completing this module you will be able to:
This module starts by looking at some of the major shifts and trends that have taken place in retail banking channels before moving on to uncover more about the changing nature of the multi-channel customer. We examine four key principles at the heart of omni-channel banking, while considering a strategy that strikes the right balance between automation and the human touch.
We explore the digital ecosystem, the role of the branch network and the growing theme of channel convergence as banks look to support the growth of digital sales through meshing together the different channel experiences of customers in attractive and relevant ways.
Finally, we look at implications for data management. Retail Banks hold vast amounts of data which, together with their enhanced processing power, provide the opportunity to make better, faster and more personalised decisions about lending to individuals and businesses.
“Retail banking requires a special set of skills – giving it a professional status will give retail bankers more credibility and status within their organisation.”
Dick Harryvan, former CEO ING Direct
CHANNELSMODULE 104
CRB Prospectus / 6
In this module we explore a range of topics that will provide you with a good understanding of marketing within the context of retail banking.
First, we take a look at the changing nature of marketing, particularly how things have evolved over the last few years. It is apparent that the financial services sector is not immune to disruption as the rising Fintech movement gains pace.
We then look at how we define a business vision and mission within an organisation. Within the context of retail banking, the need to communicate a clear vision and purpose to one’s customers is becoming increasingly important, particularly as customer relationships in many geographies have suffered due to a lack of trust between the customer and their bank.We go on to explore the marketing mix and see how it has changed over time. The addition of People to the traditional 4P model is quite important in retail banking – which is truly a people business. It is clear that Price, Product, Place and Promotion can be replicated by a competitor in retail banking. But people make the difference, since their unique skills of professionalism are not easy to replicate.
We determine the key methods used to understand customers and digital marketing opportunities by evaluating some of the latest tools and techniques in this area. Finally, we look at data management before considering financial education and inclusion.
After completing this module you will be able to:
• define the marketing function, and
describe how it has been impacted
by recent changes in the market
environment, demographics, social
behaviour and technology.
• compare different models of the
marketing mix in terms of their relevance
to retail banking, including:
McCarthy’s 4P model
Lauterborn’s 4C model
a combined 4C+P model
additional factors arising from digital
.............. innovation.
• compare different models of buyer
decision making in terms of their
relevance to retail banking, including
Kotler’s typology of buyers’ ..........
...............behaviours
the stimulus-response model
..............Johnston’s 5 stages of buying
• analyse the challenges faced by retail
banks in making use of existing customer
data, and recommend strategies to
address these challenges.
• describe appropriate qualitative
and quantitative customer research
techniques, taking advantage where
appropriate of new digital channels.
• outline how to apply the marketing
process in the context of retail banking,
including the distinct stages of analysis,
strategy, planning, execution and control,
and evaluate the impact of digital
innovation on each of these stages.
• outline the social and commercial
benefits of improving financial inclusion,
and suggest ways in which financial
technology can help to deliver these
benefits.
“Congratulations on this initiative. It is badly needed in our industry.”
Executive Director of Acquiring and Strategic Initiatives, Russian Standard Bank, Russia
MARKETINGMODULE 105
CRB Prospectus / 7
• characterise an effective sale in the
context of retail banking, and analyse
how effective and less effective sales will
impact on the retail bank’s relationship
marketing.
• describe the Seven Step Sales Process
and explain how it can be applied to
increase the value of sales, both to
customers and to the retail bank.
• describe how to appraise the effectiveness
of salespeople, using a Balanced Sales
Performance Scorecard and related key
performance indicators (KPIs).
• describe how to apply the GROW (Goal,
Reality, Options and Will) model in
coaching salespeople.
• outline the responsibilities associated with
the role of Sales Manager in a retail bank,
and describe how these responsibilities
can be addressed, including the use
of individual performance plans for
salespeople who are underperforming.
• identify risks to clients and staff of retail
banks, and to the banks themselves, that
can arise from prioritisation of unrealistic
sales targets, drawing on analysis of the
Wells Fargo Fake Accounts Scandal.
• suggest specific sales strategies for
digitally innovative services, drawing on
the theory of information cascades and
recent initiatives to overcome resistance
to onboarding.
After completing this module you will be able to:
This module examines the importance of maintaining a disciplined sales process in order to facilitate effective sales management through the introduction of the Seven Steps Sales Process, the component parts of which we describe in detail.
Next, we present the Sales Performance Scorecard, adapting Kaplan and Norton’s Balanced Scorecard for retail bankers and building the links to individual performance and development plans. Successful implementation should result in improved processes, better educated and more competent staff, increased sales to customers (based on their needs) and greater customer satisfaction.
We go on to consider the skills crucial to the role of the Retail Banking Sales Manager in delivering effective sales management, with a particular focus on the practical application.
Finally, we evaluate the significant impact of digital, such as ‘Selling the UX’ and the ‘Network Effect’.
“Preliminary work to establish a professional body should begin immediately as a demonstration that commitment to high standards is expected throughout banking and that individuals are expected to abide by higher standards than those that can be enforced through regulation alone.”
Changing Banking for Good, published by the UK’s Parliamentary Commission on Banking Standards
EFFECTIVE SALES MANAGEMENTMODULE 106
CRB Prospectus / 8
This module begins with a brief historical account of customer service quality in retail industries such as hospitality, aviation and retail banking. We then consider the antecedents of customer service quality, such as core dimension (reliability) and four others – tangibles, assurance, empathy and responsiveness. We cite several academic and professional references that have supported the choice of these five drivers of customer service quality. We then consider the important link between customer service quality and customer satisfaction.
Finally, from the perspective of a successful cross-selling strategy, we consider the link between customer satisfaction and customer loyalty. We present several research studies that support the proposition that customer satisfaction leads to customer loyalty. We consider how retail banking executives should resolve customer service failures via a Gaps model and discuss the so-called ‘service recovery paradox’. We conclude that the most important recommendation for retail banking executives is to strive for error-free and better-than-expected service the first time.
After completing this module you will be able to:
• describe the historical evolution of
customer service quality as a key
differentiator, using examples such as
Amazon.com, Singapore Airlines and
Umpqua Bank.
• explain how customer service quality is
driven by the dimensions of reliability,
responsiveness, assurance, tangibles and
empathy (Parasuraman et al.’s R-RATE
model).
• analyse the links between customer
service quality, customer satisfaction
(defined in terms of customers’
perceptions and expectations) and
customer loyalty.
• describe how to apply the Gaps model
(or Distances model) to assess defects in
customer service quality and to resolve
customer service failures.
• calculate Net Promoter Scores (NPS)
and Service Quality Metrics (SQM), and
evaluate their usefulness and deficiencies
in measuring customer satisfaction.
“It is essential to have a professional certificate in retail banking.”
Head of Competitive Intelligence, Itaú Unibanco, Brazil
CUSTOMER SERVICE QUALITYMODULE 107
CRB Prospectus / 9
• describe the challenges faced by retail
banks in making use of existing customer
data, and suggest strategies to address
these challenges.
• characterise the operations of a retail
bank’s front, middle and back offices
in terms of operations, processes and
functions.
• describe how retail banking processes can
be optimised by applying lessons from:
queuing theory, including Little’s
Law, the law of non-value-added
activity and its relationship to
complexity, and the Pareto principle
Lean Six Sigma approaches to
process efficiency, including the
importance of talent management
the theory of constraints and its
application in resolving bottlenecks.
• describe how the customer experience
can be optimised by applying lessons
from:
the theory of waiting time, including
the peak-end rule, end-of-wait
experience, and the appointment
syndrome
flexible and timely resource
planning, applied to the
management of branches and call
centres.
• outline how to manage change by
applying the 3D model of IT project
management, including:
planning change by reference to the
iron triangle of budget, schedule and
scope
monitoring progress by simple
Earned Value Analysis, utilising the
Earned Value Method.
• describe the operational challenges
introduced by digital disruption across
a retail bank’s front, middle and back
offices.
After completing this module you will be able to:
We begin this module by focusing on the activities carried out in the front, middle and back office. These are viewed holistically, as the activities carried out in each function form part of the complete operation from both a risk and customer service perspective. We present a practical example of how the activities of each office work collectively in the deposit gathering process. We then identify the importance of optimising bank processes in terms of process efficiency through introducing the findings in operations management that possess empirical regularity. These are most useful for management when seeking to reduce operational costs (OPEX) and improve the cost income ratio (CIR) as well as improving the customer experience. Next we define operations using three essential properties: predictability, transparency and measurability. We then consider the concept of lean principles in the reduction of complexity in banking process through process simplification. This module then examines and proposes solutions to process bottlenecks through value-stream mapping, and concludes by revisiting the importance of viewing banking processes from an end-to-end perspective, being constrained by the weakest link. We then turn to the application of queuing theory solutions. This part of operations is of sensory importance to customers, and execution is vital both in terms of satisfaction and advocacy (in both branch and call centres).
Finally, we introduce the three-stage model of project management, noting that modern retail banking is highly technologically dependent. Efficient and effective IT project management is an enabler in optimising bank branch, call centre and digital operations.
“Congratulations on producing such an educational and inspiring programme put together by experienced professionals.”
Credit Division, Millennium bcp, Portugal
OPERATIONS MODULE 108
CRB Prospectus / 10
“Clearly this is more than just an academic or ordinary training programme, but rather more practical and focused on the issues we face as a retail bank.”
Executive Manager – Consumer Banking, Gulf Bank, Kuwait
This module distinguishes between credit risk, market risk and operational risk, and explains the dominant role of credit risk in retail banking. It describes the difference between risk and (Knightian) uncertainty, and analyses the implications for effective risk management.
It evaluates the role of the law of large numbers in credit risk management. It analyses the usefulness and limitations of the default mode model and the mark-to-market model in managing credit risk. It applies the mark-to-market model to evaluate the main issues in credit loss management, including the net flow matrix of delinquent loans. It implements default risk dynamics and credit scores to predict credit risk, and compares the incurred loss model with the expected loss model of provisioning.
After completing this module you will be able to:
• explain how a retail bank’s risk strategy
interrelates with it business strategy, and
analyse the implications for the bank’s risk
department
• describe how a risk framework based on
identification of risk owners, establishment
of policies and procedures, and internal
audit can be used to address liquidity risk,
capital risk, credit risk, operational risk,
regulatory risk and legal risk
• distinguish between risk and uncertainty,
and explain the implications of the
distinction
• identify and interpret information
providing insight into risks associated
with credit applications for different retail
products including unsecured loans,
secured loans, credit cards, overdrafts, car
finance and consumer goods lending
• compare the merits of systems-based
decision-making and underwriter decision-
making on credit applications made
for the different retail products, and by
different banking channels including via
a branch, by telephone, online or via a
broker
• outline how credit applications can be
assessed by different affordability models
and by different types of credit scorecards
• identify and interpret information
providing insight into risks associated with
the different retail products once they are
on book
• apply metrics that can be used to monitor
arrears, and identify factors that will
influence whether an appropriate strategy
should be collection, restructuring,
recovery or write-off.
CREDIT AND LENDINGMODULE 109
CRB Prospectus / 11
• define relationship management as it
applies in the context of retail banking.
• explain the theory of relationship
exchange as the basis for relationship
management in retail banking,
distinguishing between episodic and
relational value.
• explain Habryn’s two-dimensional model
of customer intimacy, highlighting the
importance of bank adaptability and
the quality of the customer relationship
as the basis of trust in customer–bank
relationships.
• describe the components of customer
relationship management (CRM) as a
process, and analyse the expectations of
relationship customers.
• identify the roles of bank staff responsible
for creating high-quality customer
relationships in both the personal and
Small and Medium-sized Enterprise
(SME) sectors, and analyse the personal
attributes required of these staff.
• analyse the changing roles of channels in
delivering effective customer relationship
management (CRM) and their implications
for organisational structures, including:
forward-looking trends affecting such
systems
predictional-behavioural CRM
systems
differentiated value propositions
from different major CRM vendors.
• describe the transition from customer
relationship management (CRM) to
customer-managed relationships (CMR),
analyse the challenges this presents for
retail banks, and suggest how these
challenges might be addressed.
After completing this module you will be able to:
This module integrates several issues raised in the previous nine modules of Retail Banking I. Relationship 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.
In order to develop a model that will identify the drivers of a long-term customer–bank relationship, we define Customer Relationship Management (CRM) and its link to customer intimacy, positing the question about what customers may want from a relationship with their retail bank. We go on to examine Customer Relationship Management (CRM) through the lens of the bank staff whose role it is to deliver operational CRM. We then consider the role of the banking consultant and specialist advisor before identifying the equivalent roles for bank staff operating in the SME environment.
However, innovative channels raise an array of open questions in relation to CRM and relationship management in general. This module also considers the emerging Customer Managed Relationship (CMR), where the customer owns their personal information and the bank’s offerings are designed with the customer’s needs having priority.Trends in Customer Relationship Management (CRM) also consider the wide array of forward-looking incremental improvements in CRM. Current trends are making CRM systems more intelligent: providing a single client view, visional excellence, predictional-behavioural insights, third party and social media integration, voice enabled functions and more. We take a look at ten defining trends of innovation within CRM.
“Consumer banking considers the customer relationship as its only real asset. All other traditional assets or balance sheet items are manifestations of this relationship.”
Dr Stefan Kaminsky
RELATIONSHIP MANAGEMENTMODULE 110
CRB Prospectus / 12
Over the last decade, we have seen a continued and accelerating trend towards the digitisation of banks all around the world. From the way banks interact and communicate with their customers through to their propositions and operations, many are undergoing a significant digital transformation.
In addition, one has to look no further than the FinTech revolution to see how new entrants are adopting a digital-first philosophy in order to penetrate the market. Therefore, the importance of digital is clear in order for banks to create and maintain a competitive advantage in the future, which is the focus of this module.
In this module, we examine a number of the leading trends related to digital marketing and take a close look at the strategies banks – from all around the world – adopt in order to take advantage of the digital revolution.
We start by looking at the changing nature of the digital consumer and understand how they want to be serviced. Thereafter, we examine how to develop a digital strategy, particularly in light of the changing nature of the channel mix. We also explore the role of data and the opportunities that data creates for banks that harness it in a compelling way.
Finally, we look specifically at how to develop a social media strategy and the steps a bank needs to take to implement a successful measurement approach for all its digital marketing activities.
After completing this module you will be able to:
• explain the digital marketing life cycle,
including digital sales funnel, path to
purchase, and customer attribution in the
context of retail banking.
• explain the digital marketing mix,
including media, channels, relationship
management systems and communication
platforms, to meet customer expectations
in retail banking.
• apply a data-led approach to the analysis
of marketing information and platforms,
selecting appropriate analytical tools, and
recognising inherent uncertainties and
the limitations of financial and budgetary
requirements.
• assess the probable impact of different
content, ‘Calls to Action’ and user
journeys for different audiences and
online channels.
• describe the implications of ongoing
changes to the three pillars of the TASSC
model (Target Audience, Subjects,
Channels of Communication) for the
evolution of retail bank marketing
strategies
• compare and contrast pure versus
dominant versus partial digital marketing.
• identify characteristics specific to
Millennial customers, and evaluate specific
initiatives by which retail banks have been
trying to engage in novel ways with these
customers
• compare and contrast different key
digital market-research techniques such
as crowdsourcing, crowdstorming, social
listening, and video-focus groups.
“This course has by far exceeded my expectations and will equip me with all I need to be instrumental in building lasting bank brand
equity.”
Nedbank Associate Member, South Africa
DIGITAL MARKETINGMODULE 201
CRB Prospectus / 13
• apply the Boston Consulting Group
(BCG) Growth-Share Matrix to help
identify which products in a specified
portfolio should generate investment
funds, which should provide investment
opportunities, and which should possibly
be discontinued.
• recommend how to streamline a specified
product portfolio by identifying potential
value destroyers.
• identify, evaluate and apply relevant
market-related data to analyse the needs
of the Millennial segment, and outline
appropriate products to meet those
needs.
• apply an appropriate framework to inform
decision-making with regard to the
development of new products and the
enhancement of existing products.
• explain a bank’s new product approval
processes, and the actions required from
innovation to launch, then monitoring,
reporting and the ongoing customer ‘duty
of care’.
After completing this module you will be able to:
This module considers the fundamental issues involved in effective product portfolio management in retail banking. The product portfolio manager must conduct periodic evaluation of the bank’s current product portfolio so as to identify products that are redundant or are potential value-destroyers. Practical criteria by which to conduct this evaluation are presented.
After streamlining the product portfolio, the product manager is faced with two options: first, to create incremental value for existing products using appropriate marketing mix strategies; or second, to create a business case for the inclusion of new products in the portfolio.
For both new and existing products, this requires a robust new product approval process driven by a multidisciplinary team that examines key issues such as risk management, duty of care and financial feasibility. We introduce a number of matrixes in support of product development and decision-making process – from creation right through to launch, monitoring and reporting. This module also examines the Millennial segment, which is key to bank transformation and change management investment in the coming years. Understanding and planning for this new world is critical, as product portfolio management in the future will focus more and more on this segment.
“What you have to do is understand the consumer, understand that there is a life cycle in terms of consumer needs. These needs are universal. There is nothing that I learned that suggested that they were local to any one country. It is the same basic
business. It is a solid business.”
John Reed, former Chairman and CEO, Citibank
PRODUCT PORTFOLIO MANAGEMENTMODULE 202
CRB Prospectus / 14
This module utilises the 5Cs model augmented with the specific purpose of the loan as the basis for establishing the creditworthiness of prospective SME borrowers.
We present an SME lending risk scorecard that can be utilised by the loan officer during the screening process. This stage is typically followed by two sequential stages – contracting and monitoring. The contracting stage provides the mechanics of loan pricing. The price of the loan is adjusted by non-price terms and conditions so as to account for the specific risks of the borrower. These non-price terms and conditions, such as collateral requirement, loan amount, loan maturity and loan covenants also help the bank in the monitoring of credit risk after the loan is approved. This module also considers the credit risk evaluation procedure for unsecured loans. The special situation of SMEs that are new borrowers and have been in business for a short period of time is analysed. We also deal with the calculation of the expected loss with the realistic assumption that probability of default (PD) and loss given default (LGD) are correlated.
We also consider the implications of potential concentration risk in the bank’s loan portfolio. This lack of diversification arises from over-lending to a particular obligor, sector or geographical region and can lead to correlated default rates and unexpectedly high credit risk for the bank.
Finally, we provide an introduction to Crowdfunding – the emerging online channel in SME lending. We examine differences between forms of online lending and identify key risk factors associated with this exponentially growing area of financing.
After completing this module you will be able to:
• describe how the 5Cs model (character,
capacity, collateral, capital and conditions)
can be used as the basis for screening
prospective SME customers.
• analyse the information content of hard
and soft data obtained on loan applicants.
• calculate and interpret interest coverage
and total debt service ratios as well as
cash flow measures.
• create a lending scorecard that can be
used in the contractual and lending stages
for SME customers
• calculate loan rates based on Funds
Transfer Pricing (FTP) as well as markups
for credit and liquidity risks and
optionalities.
• recommend non-price conditions on loan
size, loan maturity and loan covenants
to mitigate risks in the loan monitoring
stage.
• compare methods to evaluate unsecured
loan applicants where SMEs have been in
business for less/more than three years.
• identify and evaluate the loan
concentration risk in a retail bank’s SME
loan portfolio.
• compare different types of online
lending including balance sheet lending,
marketplace lending, Peer to Peer
(P2P) lending and different types of
crowdfunding such as ‘product-oriented’,
‘equity-oriented’, ‘loan-oriented’ and
‘mixed’.
• evaluate key risks associated with
crowdfunding by reference to
standardised checklists.
“This course has by far exceeded my expectations and will equip me with all I need to be instrumental in building lasting bank brand
equity.”
Nedbank Associate Member, South Africa
SME LENDINGMODULE 203
CRB Prospectus / 15
• outline the Harvard model of HR
management
• compare the relevance to retail banks
of the Harvard model and the Resource-
based View (RBV) approach to people
management which proposes that
employee skills and expertise are the
bank’s predominant source of competitive
advantage.
• analyse how a retail bank’s HR Department
can affect the bank’s profitability
through actions that promote employee
engagement, knowledge management,
and relational capital
• identify the three main drivers of
employee engagement and analyse how
different HR policies will enhance or
detract from these drivers
• analyse content-based and process-based
theories of motivation, and evaluate
the design of compensation and reward
systems in relation to motivating, retaining
and engaging employees.
After completing this module you will be able to:
This module emphasises that People Management is based on the Resource-Based View (RBV) of the firm. It also considers the effects of moral hazard that manifests from the principal-agent problem arising from the separation of control and ownership. We consider how to design compensation and reward systems to achieve fair and just rewards for effort at the individual level to reduce the costs arising from agency relationships.
We show that effective people management can have a positive effect on the bank’s income statement. Employee engagement increases employee productivity and employee productivity increases economic profit and hence shareholder value creation.
“Retail banking requires a special set of skills – giving it a professional status will give retail bankers more credibility and status within their
organisation.”
Dick Harryvan, former CEO, ING Direct
PEOPLE MANAGEMENTMODULE 204
CRB Prospectus / 16
This module emphasises that customer care is an organisational commitment and a strategic objective. It is a customer-focused culture and a mindset that pervades the entire bank. While a consistent delivery of high quality customer service by the bank would likely create predictability from the perspective of the customer, it is only a first step. A caring relationship that delights the customer would also require fair treatment and mutual respect – all aspects of a trusting relationship. This relationship culminates in a passion for the bank with the customer becoming an advocate.
This module goes on to identify the actions that leadership in a retail bank should take to create a culture of customer care. We also consider a bank’s customer value proposition, and analyse the role of employee engagement in a culture of customer care. Finally, we discuss how to create and maintain trust in customer–bank interactions as well as methods for implementing a culture of customer care in retail banks.
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.
After completing this module you will be able to:
• explain the role of customer service
excellence as a first step in creating a
bank’s culture of customer care.
• analyse the role of Human Resources
(HR) in customer care by the creation
of a common purpose, by facilitating
performance management through the
use of Key Performance Indicators (KPIs),
and by the management of talent
• explain how the 3Es model of bank staff
quality (ethical, educated and engaged)
can provide a dominant factor in creating
a culture of customer care.
• link appropriate KPIs with the bank’s
strategic objective of customer care, but
identifying the potential for unintended
consequences.
• explain the role of a dashboard of daily
service performance to demonstrate a
bank’s commitment to service excellence.
• identify the drivers of customer
satisfaction amongst Millennials.
• design tactics to utilise the ‘digital lock-in
effect’ to promote customer loyalty by
examining digital customer care journeys.
“Congratulations on this initiative. It is badly
needed in our industry.”
Executive Director of Acquiring and Strategic Initiatives, Russian Standard Bank, Russia
CUSTOMER CAREMODULE 205
CRB Prospectus / 17
• explain the fundamental role of
performance management in linking
a bank’s strategy with its strategic
objectives.
• calculate and evaluate Return on Equity
(ROE), economic profit and Risk-Adjusted
Return on Capital (RAROC) as measures of
long-term value creation in a bank.
• identify different issues involved in
evaluating a team’s performance
as compared with an individual’s
performance in isolation.
• determine how to keep Key Performance
Indicators (KPIs) to a minimum and related
to both results and behaviour, and identify
hidden traps in people performance.
• calculate and interpret profit margin,
which is determined by the Funds
Transfer Pricing (FTP) rate, customer rate,
operating cost and expected credit loss,
and evaluate the effect of FTP on RAROC.
• create balanced scorecards and
dashboards that can be used to evaluate
branch performance.
After completing this module you will be able to:
This module considers performance management and measurement in retail banks with special emphasis on the following topics:
• the relationship between performance management and long-term value creation
• various approaches for measuring performance and examples of key performance indicators (KPI’s) in retail banking
• goal setting and the key element of performance appraisals and the linkages to overall business and strategy plans
• methods for managing divisional performance where the key role of transfer pricing is emphasised and explained.
We demonstrate that transfer pricing has a direct bearing on the performance of divisions and business units where performance measurement must be guided by a limited number of KPIs that are based on results and behaviours. The Balanced Scorecard summarises the four key areas of emphasis when it comes to organisational performance.
Finally, we present a branch dashboard for a retail bank that serves to monitor performance as well as key considerations when managing performance in digital banking.
“Preliminary work to establish a professional body should begin immediately as a demonstration that commitment to high standards is expected throughout banking and that individuals are expected to abide by higher standards than those
that can be enforced through regulation alone.”
Changing Banking for Good, published by the UK’s Parliamentary Commission on Banking Standards
PERFORMANCE MANAGEMENTMODULE 206
CRB Prospectus / 18
This module covers lending, investment and insurance products that are required in the wealth accumulation phase of the private banking client.
We learn how to implement traditional tools to assess the private banking client’s degree of risk aversion. This is followed by a discussion of the typical risks – market risk and credit risk – faced by a private banking client in making lending and investment decisions.
This module also introduces and discusses the foundations of modern product portfolio theory that includes diversification methods, strategic asset allocation and measures of portfolio performance.
After completing this module you will be able to:
• explain the role of capital markets in
generating wealth over the long term.
• identify which lending, insurance and
investment products are required in the
wealth accumulation phase of a private
banking client.
• subjectively identify a client’s degree
of risk aversion through a suitable
questionnaire.
• recommend a diversified product portfolio
that includes diversification methods,
strategic asset allocation, and measures of
portfolio performance.
• explain the concepts of market risk, equity
risk and currency risk, and explain their
paramount role in investment decisions.
• describe the concept of WealthTech and
recognise key sub-areas.
• evaluate leading trends in financial
planning (FP).
• analyse the financial needs of affluent
Millennials.
“It is essential to have a professional certificate in
retail banking.”
Head of Competitive Intelligence, Itaú Unibanco, Brazil
WEALTH MANAGEMENTMODULE 207
CRB Prospectus / 19
• explain how information asymmetry leads
to balance sheet risks arising from adverse
selection and moral hazard
• explain how Basel 11 and 111 address
balance sheet risks, and their impact
on retail banks’ Return on Equity (ROE)
through the imposition of regulatory
capital requirements, liquidity standards
and constraints on leverage
• calculate, from information supplied,
capital allocations for credit risk
using the Standardised Approach, for
market risk using Value at Risk, and for
operational risk using both the Basic
Indicator Approach and the Standardised
Approach.
• explain the impact of interest rate
fluctuations on re-pricing risk, yield curve
risk, basis risk and options risk.
• calculate, from information supplied,
the interest-rate sensitivity of a retail
bank’s equity by applying the concept of
duration gap.
After completing this module you will be able to:
This module deals with issues of adverse selection and moral hazard that arise from the typical financial intermediation process. There is also a discussion of the capital allocation process (standardised approach) that is required under Basel III. We consider the risk weights for credit, operational and market risk as well as for securitised assets. We also introduce the fundamental properties of Macaulay distribution, which is a measure of interest rate risk. The impact of interest rate risk on the bank’s equity is conducted through a duration gap analysis.
The implication for the bank’s profitability while meeting the requirement of more and higher quality capital for the same level of risk, maximum asset-to-capital ratio (leverage ratio) as well as new liquidity standards is also highlighted.
“Clearly this is more than just an academic or ordinary training programme, but rather more practical and focused on the issues we face as a
retail bank.”
Executive Manager – Consumer Banking, Gulf Bank, Kuwait
BALANCE SHEET MANAGEMENTMODULE 208
CRB Prospectus / 20
Fundamental principles of risk and capital management are covered, and the following topics are emphasised: Risk and Uncertainty; Model Risk; Law of Large Numbers; and Basel Risks. We cover the measurement and management of credit risk. The concept of Value at Risk (VaR) is introduced and discussed in a non-technical fashion.Credit VaR is then discussed, and a critique of the main assumption of the standard default mode paradigm is presented. We then examine the measurement and management of operational risk with a review of the basic indicator and standard approaches, culminating with the Advanced Measurement Approach (AMA).
We go on to discuss measurement and management of market risk and liquidity risk There is more emphasis in this chapter on liquidity risk – especially funding liquidity risk with reference to Basel core principles for liquidity management. The liquidity-VaR is presented in an Appendix.
This module concludes with the elements of risk- based pricing.
After completing this module you will be able to:
• explain typical risks in retail banking as
defined by Basel II
• explain the meaning of Value at Risk (VaR),
how it is affected by the value of the
portfolio, the period, the confidence level,
and the portfolio’s volatility, and describe
VaR’s weaknesses as a metric
• calculate and interpret Credit VaR and
Market VaR from information supplied.
• calculate expected credit loss using
the default mode (DM) paradigm from
information supplied, and identify the
limitations of the DM paradigm.
• explain how both expected and
unexpected losses contribute to Credit
VaR, and how they might interrelate
• estimate, from information supplied,
operational risk charges using the
Basic Indicator Approach (BIA), the
Standardised Approach (SA) and the
Internal Measurement Approach (IMA),
and compare the different approaches
• list and explain operational risk monitoring
tools, including key risk indicators (KRIs).
• list and explain liquidity risk monitoring
tools, including contractual maturity
mismatch and concentration of funding.
• explain the principle of risk-based pricing
in retail banking, and calculate from
information supplied the margin required
over the cost of funding.
“Congratulations on producing such an educational and inspiring programme put together
by experienced professionals.”
Credit Division, Millennium bcp, Portugal
RISK MANAGEMENTMODULE 209
CRB Prospectus / 21
• explain the meaning and significance
of the main entries in generic income
statements, balance sheets, loan books
and maturity analyses for retail banks
• conduct risk analyses of generic balance
sheets for retail banks by calculating the
banks’ cumulative maturity positions.
• explain the meaning and significance
of the six CAMELS dimensions (Capital
adequacy, Asset quality, Management
soundness, Earnings and profitability,
Liquidity and Sensitivity to market risk)
• compute, from information supplied,
and interpret bank accounting ratios
that demonstrate the CAMELS model,
including Tier 1 capital adequacy ratio,
leverage ratio, Risk-weighted Asset (RWA),
Asset quality via the Loan Book, Loan loss
provisions, Return on Assets (ROA), Return
on Equity (ROE), Cost to Income Ratio
(CIR), Liquidity ratios, and Cost of funds.
• identify extraneous drivers of ROE.
After completing this module you will be able to:
The scope of this module covers five areas: key principles of bank financial statements; structure of bank financial statements; analysis of bank financial statements using the CAMELS framework (Capital, Asset Quality, Management, Earnings and Profitability, Liquidity and Market Sensitivities); drivers of bank profitability; and the importance and relevance of bank capital.
While some financial analysis was conducted at a higher level in Retail Banking Overview, a more detailed financial statement analysis is conducted in this module with the familiar CAMELS approach as a guideline. This leads to a discussion of maturity (gap) analysis, capital adequacy, liquidity ratios, profitability ratios and soundness of balance sheets with reference to nonperforming loans and impairment charges.
The module concludes with a case study requiring a complete financial statement analysis.
“Consumer banking considers the customer relationship as its only real asset. All other traditional assets or balance sheet items are
manifestations of this relationship.”
Dr Stefan Kaminsky
FINANCIAL MANAGEMENTMODULE 210
CRB Prospectus / 22
This module sets out to define the requirements for retail banking leaders of the future and the differences between management and leadership.
We consider that an effective leader in retail banking must, without wavering, create an ethical culture that pervades the organisation at all levels. Compliance is not enough. An effective leader in retail banking creates a moral compass for all employees and inspires them to serve customers’ needs and, thereby, to create long-term profitability for the bank.
We also consider leadership in retail banking with special emphasis on the following topics:
• Leadership and change management• Communicating and understanding resistance to change• Principled leadership in retail banking• Creating an ethical bank culture• Leading through Fintech revolution
Leading a bank successfully through digital transition requires special attention and skill set from senior decision makers. The process and skills to influence the achievement of a common vision are changing, because the common vision itself is changing.
Finally, we study 18 banking CEOs from around the world and see how they intend to lead their large tankers through the storm of the century (the financial technology revolution).
After completing this module you will be able to:
• define leadership and explain its
relationship to change management
• identify the qualities that define principled
leadership in retail banking – authentic,
ethical and transformational
• demonstrate the leadership behaviours
required to create an ethical, values-
based bank culture that enables excellent
customer service.
• develop communications strategies
that will gain engagement and
commitment, including the identification
of stakeholders, the choice and use of
communication channels, the choice of
message content, and the provision of
feedback.
• lead a team through a change programme
by application of Kotter’s 8-step model
• recognise employees’ emotional reactions
to change, and develop strategies to
address these reactions
• analyse how to maintain principled
leadership in retail banking during periods
of dynamic change in financial technology
and of digital transition.
“This course provides me with access to best practices, with an emphasis on retail banking leadership and topics such as efficiency and business strategies that are critical to the success of a retail banker. All are highly relevant to me in my current position as consumer banking head in the bank. ”
Head of Retail Banking, Maybank, Malaysia
LEADERSHIP IN RETAIL BANKINGMODULE 301
CRB Prospectus / 23
• explain how business strategy for a
retail bank combines forward market
positioning, risk mitigation, and talent
management
• analyse macroeconomic factors that are
likely to affect the retail bank over the
medium term, using the PESTEL model
(Political, Economic, Social, Technological,
Environmental and Legal)
• describe how digitisation is affecting
both customer expectations and the
competitive environment for retail banking
services
• identify Threats and Opportunities (TO)
for the retail bank by evaluating the tides
of change in retail banking and by the
analysis of strategic market research
• create an Ansoff matrix classifying
possible business strategies as market
penetration, product development,
market development, or diversification
• position the possible business strategies
along a time horizon to create a proposal
for forward market positioning
• analyse the weaknesses and strengths
(WS) of the retail bank relating to each
of the possible business strategies, to
identify core competency gaps
• recommend adoption of specific business
strategies on the basis of risk and return,
competency alignment, and cultural
distance
• identify and interpret key performance
indicators (KPIs) for business strategies
in the different quadrants of the Ansoff
matrix, to monitor progress and to
motivate bank employees.
After completing this module you will be able to:
Changes in the landscape and environment of retail banking are frequent and challenging. Within this environment, and with so much change and transformation surrounding banks, having a clear and well-defined business strategy is paramount.
The threat to retail banks’ relevance is driven primarily by three factors. Firstly, digital native companies are changing consumer behaviours and expectations by showing customers what a great customer experience looks like. Secondly, many banks are still not equipped to respond to these demands and meet these expectations.
Finally, digital innovators like Amazon and others have raised the bar for customer expectations regarding service, speed and convenience, and have created the expectation that banks will interact seamlessly with customers through new digital channels while continuing to offer human intervention when required.
This module sets out to address these challenges by covering the following areas:
• Developing a business strategy• Creating a business strategy in retail banking• Digital banking strategy and challenges• Executing strategy efficiently “A separated, independent retail banking sector
should be led by professionally qualified retail bankers, bound by an ethical code similar to those already in place for accountants and lawyers.”
Evidence Submission from the Retail Banking Academy to the Parliamentary Commission on Banking Standards.
BUSINESS STRATEGIES FOR RETAIL BANKINGMODULE 302
CRB Prospectus / 24
This module considers the main issues of brand management, with special consideration of the Keller (1993) and Berry (2000) models of brand equity. Both models are consumer-based brand equity (CBBE) models, but the Berry model places additional emphasis on the role of customer experience in creating brand meaning – while internal communications (the presented brand) and external communications (e.g. WOM and publicity) have a direct influence on brand identity.
The lesson for retail bank managers is that the five dimensions of customer service quality – reliability, empathy, responsiveness, assurance and tangibles – are all important for the enhancement of brand equity through their direct effect on brand meaning for the consumer. On the other hand, marketing strategies have a direct bearing on brand identity. These two key factors – brand identity and brand meaning – are the foundations of the brand equity ladder.
We also present other important lessons for the retail bank executive that include the importance of employer branding. This module culminates 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.
After completing this module you will be able to:
“What you have to do is understand the consumer, understand that there is a life cycle in terms of consumer needs. These needs are universal. There is nothing that I learned that suggested that they were local to any one country. It is the same basic
business. It is a solid business.”
John Reed, former Chairman and CEO, Citibank
• differentiate brand equity from brand
value where the former is determined by
customers’ experience.
• develop strategies to determine brand
equity, on the basis of Keller’s customer-
based approach.
• analyse the impact of customer
experience on bank brand management,
draw lessons from the Berry Model for
retail bankers, and assess the key role
of the five antecedents of customer
satisfaction in creating brand meaning.
• analyse and evaluate the impact on the
bank’s brand equity of internal actions
including hiring decisions, employee
performance management, and actions
for operational excellence.
• evaluate the two success factors
(congruence and expectancy) for co-
branding.
• develop concepts of digital brand identity
and define bridges between old and new
brand elements.
• recognise and manage social media
related public relations issues.
• create a credible digital innovation and
transformation narrative in retail banking
for the Millennial segment.
BRAND MANAGEMENTMODULE 303
CRB Prospectus / 25
• compare two underlying theories of
corporate governance in retail banking –
agency theory and stewardship theory.
• explain why agency theory can lead to
opportunistic behaviour by management
at the expense of other stakeholders,
whereas stewardship theory values
collaboration.
• explain the accountabilities of
management within a retail banking
environment.
• describe the main entities of corporate
governance in retail banking – the
board of directors, senior management,
supervisors and risk managers.
• identify the main issues in relation to the
effectiveness of the board of directors –
skill, expertise and independence, term
limits, directors’ busyness and size of the
board.
• evaluate executive compensation plans
in terms of alignment with prudent
risk taking, being symmetric with risk
outcomes, sensitive to time horizons, and
subject to clawback/malus.
• evaluate the role of bank operational
structures in affecting sound corporate
governance structures in relation to risk
management and ethical practices.
After completing this module you will be able to:
This module deals with corporate governance and ethics in retail banking. We present the underlying theories of corporate governance – the agency theory and the stewardship theory which includes the stakeholder theory. Then we consider the role of important corporate governance instruments in monitoring the actions of senior management, especially in light of agency theory. The module presents four factors for an effective board of directors in relation to oversight of senior management. The key role of senior management in sound corporate governance in banking is also considered as:
• ensuring that the bank’s activities are consistent with the business strategy, risk profile and policies approved by the board
• aligning with the board of directors to set the tone at the top by being exemplary
• creating an ethical corporate culture• ensuring that management’s actions align with the board’s
directives.
We also consider the role of risk management in corporate governance in banking. Importantly, the role of the Chief Risk Officer is emphasised in terms of authority and independence. In addition, the role of supervisors and the effects of regulation are discussed. Finally, we present a link between the operational structure of a retail bank and the risks that may emanate from it. The module concludes with a discussion of the potential link between silos and the ethical behaviour of bank employees.
“When this opportunity (to study) came up I jumped at it, knowing that it was a relevant qualification directly related to my day-to-day
work and passion.”
Delbert Chimbandi, Segment Strategy & Proposition Manager, Standard Chartered Bank
GOVERNANCEMODULE 304
CRB Prospectus / 26
This module considers operational excellence in retail banking as an enabler of management’s strategic objective of value creation through customer-centricity. Sources of complexity in banking operations arise from process, product and organisational structure, and they represent potential barriers to achieving operational efficiency. Various lessons and pieces of advice are presented to management to identify and mitigate these potential impediments.
The design and deployment of a multi-channel strategy is also considered. The objective of this strategy is to provide a seamless and consistent customer journey across an integrated network of bank channels. It is demonstrated that data and IT silos are key impediments for the successful implementation of a multi-channel strategy, and practical recommendations are made for their mitigation. In addition, we discuss the operational barriers presented by knowledge silos and suggest how management can bridge rather than break down these silos to mitigate knowledge silos.
Finally, we consider common biases in customer behaviour that can lead to dilemmas that have an impact on management actions to achieve operational excellence. Importantly, we show how status quo bias can affect actions of management to implement an effective customer migration strategy.
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.
• analyse how process, product and
organisational complexities present
hurdles for effective business strategies.
• evaluate multi-channel strategies to
provide a seamless and consistent
customer journey on the bank’s network of
channels.
• identify where data and IT silos are key
impediments to an effective multi-channel
strategy.
• evaluate strategies to bridge rather
than break knowledge silos in a retail
bank by applying the Gulati 4Cs model
(coordination, cooperation, connection
and capability).
• analyse how behavioural bias in consumer
behaviour can impede management’s
actions for a successful bank-initiated
channel migration strategy.
• relate the behavioural bias arising from
sunk cost theory to the need for a
transparent culture where group decision
making is encouraged.
• identify key areas for the application of
Blockchain in retail banking and describe
risks related to Blockchain and to
Distributed Ledger Technology (DLT).
• identify the role of emerging technologies
such as Artificial Intelligence (AI) and
cloud banking in operational excellence,
and analyse associated risks linked to
cybersecurity and to regulation.
After completing this module you will be able to:
“This course gave me much optimism for the future of the business we are in and the value of
retail bankers to their organisations.”
Managing Director, Bank OCBC NISP, Indonesia
OPERATIONAL EXCELLENCEMODULE 305
CRB Prospectus / 27
• apply the Basel Committee approach of
duration gap analysis to estimate how the
market value of shareholders’ equity will
change because of changes in interest rates,
and suggest how to alter the durations of
assets and/or liabilities to control this risk
• explain why the applicability of the Basel
Committee approach of duration gap
analysis is limited by its assumptions and
by the inclusion of embedded options in
securities
• identify by inspection price-yield curves with
positive, zero and negative complexities,
and relate the complexity values to the
characteristics of different fixed income
securities
• derive more accurate estimates of interest
rate risk for fixed income securities by
applying the relevant formula combining
modified duration and convexity, and
explain why this approach is not necessary
for small interest rate changes
• derive strategies to immunize shareholders
from interest rate risk by reducing the
duration gap to zero, by
asset or liability restructuring (ensuring a
positive convexity gap)
making use of interest rate swaps
• explain how the Basel Committee require
retail banks to manage liquidity risk by
maintaining minimum Liquidity Coverage
Ratios (LCRs) and Net Stable Funding Ratios
(NSFRs), and describe how Liquidity Transfer
Pricing (LTP) is used to help manage the
costs of this funding
• distinguish between between Foundation
Internal Ratings Banks (FIRB) and Advanced
Internal Ratings Based Banks (AIBB), explain
the four factors which both use to estimate
credit risk, and derive from information
supplied estimates of credit risk weights and
the corresponding capital charges
• explain counterparty credit risk, and
describe how this risk can be managed for
both over-the -counter (OTC) and central-
clearing-party (CCP) transactions
• describe the breakdown of operational risk,
explain how it differs from but is linked to
credit risk and market risk, and compare the
two Advanced Measurement Approaches
(AMA)) that can be used to address this risk
– the Internal Measurement Approach (IMA)
and the Loss Distribution Approach (LDA)
• explain why the retail banking business
model brings with it specific risks that are
not shared with other businesses
• describe how all risks are managed by
reference to a risk appetite framework
(RAF), and how accountabilities for the
risks are located within the retail bank’s
organisational structure, including the
board, audit committee and chief risk officer
(CRO) as well as operational staff.
After completing this module you will be able to:
This module presents advanced methods for managing interest rate risk and liquidity risk, the two main dimensions of Asset Liability Management (ALM). In particular, we show how to manage a duration gap with interest rate swaps as well as the impact of negative convexity on residential MBS and on callable bonds in general. The treatment of liquidity risk management complements the extensive coverage in the risk management module of Retail Banking II. We consider capital allocation methods for (internal ratings-based) IRB banks with emphasis on credit risk for retail exposures. The Loss Distribution Approach (LDA) is emphasised for operational risk. Capital allocation for counterparty risk with Credit Valuation Adjustment (CVA) is considered for both Over-The-Counter (OTC) and Central Counter Party (CCP) transactions.
We also deal with the central issues in risk governance that complement the Governance and Ethics module. Appendix I is a summary of relevant formulae that are applied in this module and Appendix II comprises the BCBS stress testing methodology for bank balance sheets.
RISK AND CAPITAL MANAGEMENTMODULE 306
CRB Prospectus / 28
develop a strategy that gains commitment and buy-in from all employees.
develop solutions to meet the bank’s customer needs.
achieve operational excellence.
attract, grow and retain the right people for a competitive and sustainable advantage.
deliver financial solutions in a customer friendly and focussed way.
implement measures that fulfil the bank’s prudential responsibility and maintain sustainability.
maintain an ethical values-based culture to enable excellent customer service.
enhance brand values to attract customers with effective marketing.
implement a governance structure that serves all stakeholder interests.
determine financial needs and preferences of the bank’s customers.
optimise the bank’s service culture.
conduct business within regulatory constraints to manage risk.
implement MI systems with KPIs to maximise performance.
301 - 302
101 - 107
105 - 110
103 - 110
105 - 106
107
108
101
101 - 109
104 - 106 - 107108 - 110
102 - 109
205
204 - 206
201
202 - 203 - 205
201
204
202 - 206 - 207
203 - 208 - 209210
209
206 - 210
205 - 207
203 - 208 - 209210
301
301 - 303
305
303
303
304 - 305
304 - 306
304 - 306
302 - 306
303 - 305
302 - 304 - 306
RBA Competency Framework in Retail Banking to: RB I RB II RB III
CRB Prospectus / 29
EXAM STRUCTURERBA certification and the right to use the Certified Retail Banker designation (CRB) after your name can be achieved by passing exams at each level of the programme - and joining RBA Membership.
Retail Banking I and II
• The examination for Retail Banking I comprises two (2) parts, each lasting a period of two (2) hours. There is an eight (8) minute break between each part. Each part of the examination is conducted independently.
• The first part (hereafter, Part A) comprises eighty (80) multiple-choice questions. Each question has only one (1) correct answer. Each question is worth one (1) mark for a total of eighty (80) marks.
• Questions in Part A examine for mastery of key principles and concepts presented in each module.
• The second part (hereafter, Part B) comprises six (6) scenarios or mini-cases. Each of these six (6) scenarios or mini-cases requires answers to eight (8) multiple-choice questions. Each scenario or mini-case is worth eight (8) marks for a total of forty-eight (48) marks.
• Questions in Part B examine for mastery of key principles and concepts presented in each module. Each question describes a retail banking scenario or a real banking case.
Retail Banking III
• The examination for Retail Banking III comprises two (2) parts, each lasting two (2) hours. There is an eight (8) minute break between each part. Each part of the examination is conducted independently.
• The first part (hereafter, Part A) comprises sixty (60) multiple-choice questions on the six (6) modules and lasts for a period of two (2) hours. Each question is worth one (1) mark for a total of sixty (60) marks.
• Questions in Part A examine the mastery of key principles and concepts presented in each module.
• The second part (hereafter, Part B) comprises six (6) compulsory scenarios or mini-cases. Each scenario or mini-case has a set of eight (8) multiple-choice questions that is worth one (1) mark for a total of forty-eight (48) marks.
• Questions in Part B examine for mastery of advanced principles and concepts presented in each module. Participants will be examined on their respective abilities to demonstrate how the various retail banking issues covered in the different modules of this course are connected.
Criteria for Passing each Examination• In calculating the final grade, equal weighting is given to each part of the examination.
• A candidate is deemed to have passed the examination if he/she obtains a minimum overall score of sixty-five (65) percent and a minimum score of fifty (50) percent in each part of the examination.
• For Retail Banking I, there is an additional requirement to pass the Ethics section of the exam with a minimum overall score of sixty-five (65) percent.
• Assessments will be made against a marking scheme that has been agreed by at least three parties.
• All assessments will be conducted by the Retail Banking Academy’s Awarding Body.
CRB Prospectus / 30
CRB Prospectus / 31
RBA Membership 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.
CRB Prospectus / 31
“The platform allows me to be up-to-date with what’s happening in broader banking community and great way to reach out to like-minded professionals and learn from their experience.”
Ankur ShardaSolutions Delivery Manager, ING
Australia
Continuing Professional
Development opportunities
RBA Membership
Designation Pin
Careers Development
Advice
Unparalled Research
Resource (CPD Portal)
RBA Membership
Directory
International Network of
fellow professionals
RBA MEMBERSHIP BENEFITS INCLUDE:
RETAIL BANKINGACADEMY
Empowering Bankers. Serving People.
®
International House 1-6 Yarmouth Place, Mayfair, London W1J 7BU www.retailbanking-academy.org