• Comprehensive understanding of hyper-personalization and its tools.
• Proficiency in customer analysis and building financial profiles.
• Practical application through local and global case studies.
• Use of practical mechanisms and clear steps to personalize services.
• Ability to propose innovative banking services tailored to different customer segments.

Section 1: Theoretical Foundations and Global Trends
Introduction to Hyper-Personalized Banking
• Program Overview and Objectives

• Introduction to Artificial Intelligence and Banking

• The Concept of Personalized Banking and its Importance to Customers and Banks

• Group Activity: Identifying the Differences Between Traditional and Personalized Services

Global Experiences in Hyper-Personalized Banking

• Global AI-Powered Products and Experiences such as Hyper-Personalized Nudges and NAV Planner

• Comprehensive Case Study: DBS Bank Singapore and How It Built an AI System for Hyper-Personalized Banking

• Group Activity: Discussing Best User Interfaces and Experiences

Section 2: Practical Applications and Customer Analysis

Spending Analysis and Target Groups

• How Banks Analyze Customer Spending Data (Cards, Accounts, Loans)

• Building a Financial Persona

• Customer Journey Mapping • Practical Exercise: Analyzing the case of a public sector employee (housing loan + school fees) versus a private sector employee (no loan).

Personalization for Youth and Special Needs Groups

• Youth Needs: Flexibility, liquidity, digital experiences.

• Specialized Services: Youth cards – Education loans – Smart savings.

• Case Study: Experience of a part-time university student seeking a small investment opportunity.

Innovative Matrix for Personalizing Services

• Presenting the matrix for different groups (students, employees, entrepreneurs, and retirees).

• How employees transform data into analysis, then into personalized service, and finally into added value.

• Interactive Activity: Dividing trainees into groups to develop new services for each group.

Section Three: Tools and Mechanisms for Personalizing Banking Services
• The mechanism for personalizing banking services (the practical roadmap from data to recommendation).

• Practical criteria for implementing personalization in banks (income, liabilities, goals, consumer behavior, risks). • Reading and analyzing a hypothetical dataset:

o Customers with loans and family obligations.

o The youth segment (travel, online shopping, small investments).

o Small business owners and entrepreneurs.

• Workshop: A simulated bank employee applying personalization step-by-step to different customers.

Section 4: Ethical Framework and Privacy
• Challenges and risks: Privacy, security, and AI ethics.

• Balancing hyper-personalization with customer privacy protection.

• Bank strategies for overcoming these challenges.

• Group activity: Discussing privacy challenges in local banks.

Section 5: Final brainstorming session
• The future of banking personalization.

• Writing a preliminary action plan for each participant on how to implement the concepts in their organization (what can be transferred to our financial institutions).

• Final assessment.

• Bank employees in commercial and marketing departments

• Digital customer service employees

• Bank product and service managers