個案資料
了解個案內容與學習目標，選擇授課教師及使用課程。
Customer Profitability and Customer Relationship Management at RBC Financial Group
內容大綱
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.