Case | HBS Case Collection | March 2002 (Revised May 2007)

Customer Profitability and Customer Relationship Management at RBC Financial Group (Abridged)

by V.G. Narayanan and Lisa Brem

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;

Citation:

Narayanan, V.G., and Lisa Brem. "Customer Profitability and Customer Relationship Management at RBC Financial Group (Abridged)." Harvard Business School Case 102-072, March 2002. (Revised May 2007.)