Case | HBS Case Collection | February 2002 (Revised March 2002)

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;

Language: English Format: Print 31 pages EducatorsPurchase

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.)

Related Work

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

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

    V.G. Narayanan and Lisa Brem

    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.)  View Details
    CiteView DetailsEducatorsPurchase Related

  2. Teaching Note | HBS Case Collection | August 2002 (Revised February 2018)

    Customer Profitability and Customer Relationship Management at RBC Financial Group

    V.G. Narayanan

    Teaching Note for 102-043 and 102-072.

    Keywords: Financial Services Industry; Banking Industry; Canada;

    Citation:

    Narayanan, V.G. "Customer Profitability and Customer Relationship Management at RBC Financial Group." Harvard Business School Teaching Note 103-013, August 2002. (Revised February 2018.)  View Details
    CiteView DetailsPurchase Related

About the Author

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V.G. Narayanan
Thomas D. Casserly, Jr. Professor of Business Administration
Chair, MBA Elective Curriculum
Accounting and Management

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