Provides a context in which student management decisions that are critical to the data analysis is informed, can explore. The setting is a retail bank and the decision relates to the Bank’s policy towards online banking. The management team is to assess whether the bank should for access to online banking charge, incentives to use the service, or it is a different policy altogether. With thousands of customers who already own the online site, the bank is well positioned to assess th … Read more »

Provides a context in which student management decisions that are critical to the data analysis is informed, can explore. The setting is a retail bank and the decision relates to the Bank’s policy towards online banking. The management team is to assess whether the bank should for access to online banking charge, incentives to use the service, or it is a different policy altogether. With thousands of customers who already own the online site, the bank is well positioned on the customer profitability and customer loyalty, to assess the impact of service before final decisions. Told from the perspective of a recent MBA graduate who has been charged with the implementation of the required data analysis and finally come up with policy recommendations.
Used as part of the third module of a course on Managing Service Operations, which, as their manager decisions with customer data (606-097) inform addresses.
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from
Frances X. Free,
Dennis Campbell
Source: HBS Premier Case Collection
8 pages.
Publication Date: Oct 19, 2001. Prod #: 602104-PDF-ENG
Pilgrim Bank (A): Customer Profitability HBR case solution

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