| HBS Case Collection
(Revised from original 2002 version)
Customer Profitability and Customer Relationship Management at RBC Financial Group (Abridged)
The Royal Bank of Canada uses customer relationship management and customer profitability tools to gain a competitive advantage in Canada's increasingly crowded financial services market. The case presents two pricing and customer management issues: one from the point of view of the vice president of customer relationship marketing and the other from a line manager's perspective.
Customer Relationship Management;
Financial Services Industry;