Publications
Publications
- February 2002 (Revised March 2002)
- HBS Case Collection
Customer Profitability and Customer Relationship Management at RBC Financial Group
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
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.)
About The Author
