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  • February 2002 (Revised March 2002)
  • Case
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Customer Profitability and Customer Relationship Management at RBC Financial Group

By: V.G. Narayanan and Lisa Brem
  • Format:Print
  • | Language:English
  • | Pages:31
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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

Competitive Advantage; Price; Customer Relationship Management; Marketing; Customer Value and Value Chain; Financial Services Industry; Banking Industry; Canada

Citation

Narayanan, V.G., and Lisa Brem. "Customer Profitability and Customer Relationship Management at RBC Financial Group." Harvard Business School Case 102-043, February 2002. (Revised March 2002.)
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About The Author

V.G. Narayanan

Accounting and Management
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Related Work

    • March 2002 (Revised May 2007)
    • Faculty Research

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

    By: V.G. Narayanan and Lisa Brem
    • August 2002 (Revised February 2018)
    • Faculty Research

    Customer Profitability and Customer Relationship Management at RBC Financial Group

    By: V.G. Narayanan
Related Work
  • Customer Profitability and Customer Relationship Management at RBC Financial Group (Abridged) By: V.G. Narayanan and Lisa Brem
  • Customer Profitability and Customer Relationship Management at RBC Financial Group By: V.G. Narayanan
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