Publications
Publications
  • March 2002 (Revised May 2007)
  • Case
  • HBS Case Collection

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

By: V.G. Narayanan and Lisa Brem
  • Format:Print
  • | Language:English
  • | Pages:20
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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

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.)

About The Author

V.G. Narayanan

Accounting and Management
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