Lunchtime CPD September - Rebuilding Trust After a Scandal

Speakers

Julie Robson specializes in the marketing of financial services and in particular general insurance. She has a PhD in financial services marketing, 10 years marketing management experience within the general insurance industry and today undertakes research on financial services marketing which has been published in international journals. Julie is a Chartered General Insurance Practitioner, past President of the Insurance Institute of Bournemouth (IIB) and currently a general insurance representative on the CII’s Professional Standards Board.

Samreen Ashraf holds an MBA in marketing and financial services and is an academic in marketing at Bournemouth University. She is doing her PhD on ‘the impact of consumer multiple identities on their bank choice’. Samreen has presented her research at renowned national and international conferences on consumer bank choice, trust and compliance in financial services and culture. She has published her work in peer reviewed journals and also been invited as a guest speaker to the University of Canterbury and Economic and Social Research Council (ESRC) seminar series. Recently she was on the guest editorial panel for the Journal of Financial Services Marketing.

Event Overview

After a scandal customer trust and business reputation are usually damaged. The actions taken by that business in the immediate aftermath and beyond can help to rebuild trust and restore reputation – or if mishandled can serve to worsen the crisis.

Researchers at Bournemouth University have investigated how different events damage trust; what actions best restore trust; and how this might vary according to different contexts. This talk will focus on three cases: PPI mis-selling; the Alton Towers rollercoaster crash; and the past HR practices of Sports Direct. The session will conclude with a practical toolkit that any business can use to help them rebuild customer trust and restore their reputation whether the damage was caused by a major scandal or a minor mishap.

Learning Objectives.

At the end of the presentation attendees will be able to understand:

• The relationship between trust and reputation risk.

• How trust is damaged and the factors that impact severity.

• The importance of context when rebuilding trust and restoring reputation

• How to use the trust repair toolkit to rebuild trust, restore reputation and bring back customers.

To secure your place and free lunch, please contact Robin Giles, robin.giles.cii@googlemail.com, by Friday 8th September

If you have any special requirements e.g. regarding diet, access, hearing etc., please let us know when booking your place.

A certificate of attendance is available, if requested at the time of booking. These will be mailed to participants after the event.

Please ensure your email address is kept up to date with the CII website and that you allow the CII to contact you.

CPD Lunchtime Events - Diary Dates

2017

13th September Best Western

18th October Best Western

8th November Best Western

13th December Best Western

2018

10th January Best Western

14th February Best Western

14th March Best Western

18th April AGM Best Western

23rd March Annual Dinner at AFC - Contact the President for sponsorship and bookings

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