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Case
| HBS Case Collection
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2007
(Revised from original 2002 version)
Customer Profitability and Customer Relationship Management at RBC Financial Group (Abridged)
by
V.G. Narayanan and Lisa Brem
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Abstract
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.
Keywords: Customers;
Customer Relationship Management;
Price;
Perspective;
Marketing;
Competitive Advantage;
Financial Services Industry;
Banking Industry;
Canada;