Certified Branch Manager

This Branch management Certification program teaches awareness of business essential and best practices competencies through delivering customer-focus service that creates customer value, drives revenue, improves process efficiencies, and serves customer needs through the branch network.


  1. Retail banking overview
  2. Business ethics and compliance
  3. People Management
  4. Performance management
  5. Products
  6. Operations
  7. Customer service quality
  8. Marketing
  9. Effective sales management
  10. Relationship management
  11. Financial management

Learning Outcomes and gained competencies

Upon completion of this programme, candidates will be able to:

  • Examine and identify the key roles of branch employees and their ethical and professional position in regards to creating positive customer experience.
  • Identify the key features of bank products and services and their respective roles in meeting customers’ needs across life-cycle stages.
  • Understand the function of data, processes and systems in creating multi-channel customers as well as the fundamental principles of effective queue management in bank branches and call centers. 
  • Guide employees to develop customer-focus behaviours to improve the branch productivity and customer outcomes.
  • Appraise the effectiveness of branch sales workforce, using a Balanced Sales Performance Scorecard and related key performance indicators (KPIs). 
  • Analyse the role of the five key dimensions of customer service quality and their connection to customer loyalty and customer success. 
  • Measure customer service quality through the application of measures such as Net Promoter Score (NPS), Customer Effort Score (CES) and Customer Life-Time Value (CLV). 
  • Identify the key role of long-term relationship management underlined by CRM and the distinctive approach for effective relationship marketing and sales of banking products and services.
  • Develop specific sales strategies for digital services and initiatives to overcome resistance to onboarding.
  • Identify the sources of principal banking risks.
  • Apply the CAMELS model and associated ratios to bank financial statements to identify and interpret key information content.

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