Publications
Publications
- March 2002 (Revised May 2007)
- HBS Case Collection
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.)