professional development courses

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Building Client and Customer Trust in the Banking Sector

Trust is the item of value to an organisation and corporate ethics are one of the tools that help us to create, build and maintain the trust of our customers and other stakeholders. Business is officially more ethical now than it’s ever been: you would struggle to find a bank or financial services organisation that did not have a carefully-crafted, highly-prescriptive corporate ethics policy. Yet at a time when more organisations than ever before have these comprehensive ethical codes, why do moral standards in banking appear to be slipping? Examples of ethical breaches occur seemingly on a weekly basis affecting some of the biggest names in world banking. The impact of this in real terms for the business is a pernicious erosion and loss of trust. Once trust is lost, the money quickly follows it somewhere else. It is the responsibility of any senior manager in the banking industry to understand the mechanisms that underpin trust, how to build it and nurture it and how to use it to win and retain loyal customers.

Turning 'Theory' into 'Practice'?

The course is designed to be participative in that frequent discussions will be held to discuss the implications of the material we are covering. There is a wide body of ongoing research on organisational trust and the course will feature the latest thought-leadership from researchers in areas such as systems theory, and strategic organisational design in addition to business ethics and morality and trust itself. Each of the pieces of research we explore will be set into its practical context with suggestions as to how it can be applied immediately back at your organisation.

Who should attend?

This interactive course has been designed for senior managers within the banking and financial services sector with profit & loss or people management responsibilities. Investment managers, marketing managers, risk managers, internal auditors, asset and fund managers, private equity managers will all find the course useful in developing their own approaches to building corporate trust.

Key areas to be covered in the programme and documentation

The nature of trust and how it is compromised
• The malignant impact of complexity
• The pace of change and failure of regulatory environments
• The risk of treating money as “just another product”
• The seductive power of secrecy
• The myth of the “rogue employee”

How trustworthy is your organisation?
• Strategy: mission; execution; alignment with values;stakeholder interests
• Leadership and management: embodiment of company values; communication; personal accountability
• Culture: the nature of values and beliefs; ethical codes and their application; moral values
• Structure: governance; systemic accountability; open communication channels
• Systems: induction processes; performance management; compensation; planning and implementation; reporting ethical violations
• Product and service development and delivery: managing stakeholders; triple bottom line; supply chain issues; customer satisfaction; marketing issues.

Restoring lost trust
• Investigating breaches of trust: the importance of independent and far-reaching exploration of the breach; removing all barriers and obstructions
• Identifying and implementing reforms: recalibrating systems, processes and structures to bring about positive immediate change; longer term implications for culture, strategy and corporate ethics.
• Embedding and evaluating reforms: creating an auditing function to assess the impact of restoration measures; use of performance management systems to measure new behaviours

Designing a trustworthy organisation
• The key role of practical ethics; harnessing the power of moral behaviour and embedding personal responsibility; how to make ethical decisions consistently
• CABICCOP: the 7 criteria for building trust: common values, alignment, benevolence, integrity, competence, communication and predictability

Barriers to implementing ethical behaviour
• Existing organisational and external structures and influencers: social, technical and political structures
• Peer pressures: family, co-workers, employers, shareholders
• Wrong-thinking: the Abilene Principle, false consensus, pluralistic ignorance, wilful blindness

Creating the plan:
• Strategy: developing a clear mission that puts trust-generating values at its core
• Leadership: ensuring that managers at all levels become exemplars of the company’s values in action
• Culture: developing a common normative behaviour
• Systems: planning to reinforce the behaviours that create, build and maintain trust
• Product and service development: embedding values across all stakeholder communities
• Structure: embedding accountability and clear principles of governance that can readily be monitored

Benefits to you

• Understand how financially vulnerable you are to a loss of trust.
• Assess the bottom line impact of failure of trust
• Construct the right messages to win the trust of potential customers
• Learn how trustworthy your own organisation is
• Discover how trust violations occur in apparently ethical organisations
• Spot the warning signs for potential breaches of trust
• Restore trust once it is lost
• Align the organisation’s values with those of its customers
• Identify the seven criteria for building trust and how to apply them
• Design a trustworthy organisation, strategic business unit or department
• Embed organisational trustworthiness
• Eliminate inconsistencies in establishing practices that generate trust
• Balance the sometimes conflicting interests of stakeholders to the common good
• Create a model of organisational trust that can be shared back at your organisation
• Recognise and overcome the barriers to ethical behaviour within your organisation
• Reap the rewards of creating, nurturing and building a trusted business partner

Companies already benefiting include:

Duration of Course

2 Day Course

Course details

This course is currently only available as an in-house option. For more information, and a quote, contact our team on +44 (0)20 3002 3057, or by email at

Looking to train larger teams in this subject?

dzingim@marcusevansuk.comTailored in-house/in-company training courses and bespoke strategy workshops designed and delivered on-site throughout Europe according to your specific requirements.

All management, personal development and project management public courses featured in our Course Directory are also delivered on an In-Company basis.

Click Here for information on how this course can be delivered for you as an In-Company Training Solution


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Further information

UK Enquiries: +44 (0) 203 002 3057

Non-UK Enquiries: +420 (0)2 5570 7246

North American Enquiries: +1 312 540 3000 X6714 or - Marketing Manager EMEA - Professional Training

UK Enquiries: +44 (0)20 7647 2383 :
European Enquiries: +420 (0)2 5570 7246 :


"This course will allow my company to develop its existing strategies to a much greater and hopefully profitable level."

Managing Director, Tarmac