The Royal Bank of Canada uses customer relationship management and customer profitability tools to gain a competitive advantage in an increasingly crowded financial institutions in Canada services market. The case presents two awards, and customer management issues: one from the perspective of the Vice President of Customer Relationship Marketing and the other from a superior view.

The Royal Bank of Canada uses customer relationship management and customer profitability tools to gain a competitive advantage in an increasingly crowded financial institutions in Canada services market. The case presents two awards, and customer management issues. One from the perspective of Vice President of Customer Relationship Marketing and the other from a superior view
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from
V.G. Narayanan,
Lisa Brem
Source: HBS Premier Case Collection
20 pages.
Release Date: 19, March 2002. Prod #: 102072-PDF-ENG
Profitability and Customer Relationship Management at RBC Financial Group (Abridged) HBR case solution

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