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CRM
Using information about customers to
create operations strategies that
develop and sustain desirable
customer relationships
Case 5: RBC Financial Group: CRM
(#9-102-072)
• What would you rate as opportunities, threats,
weaknesses, and strengths of RBC?
• If you were to implement CRM systems, what
would be the most important factors to consider?
• What other strategic recommendations would you
make to RBC top management teams?
a)
• Answer is varied
b)
• Model answer is shown in next slide
CRM is used
for price and
service
differentiation
Perception of
the Bank
Organizational Level Performance Indicators
Customer
Relationships
Reorganization
Segment
(Key,
Growth,
Prime)
Client’s
Needs
CRM Initiatives
Data Mining
Customers’
needs change as
they go through
their life cycle.
RBC stays on
top of the life
changes
RBC
Category’s
Objectives
Understanding,
Comfort
RBC takes a
long-term view
as reflected in
customers’
lifetime value
calculations
Measurement of customer
profitability and potential
Operational Level Performance Indicators
RBC appears to
be moving from
a product focus
to a customer
focus
c)
• A structural approach ..
Operating
Principles
Concept
Using information
about customers to
create operations
strategies that
develop and sustain
desirable customer
relationships
Providing the
type of service
its customers
would value
Operations
Strategy
Measurement of
customer
profitability and
potential
CRM
Components/
Programs
Segment
Management
Team
Client Decision
Engine
Reorganization
Keeping
customers that
the bank valued
CRM Initiatives
Data Mining