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Complete Case details are given below :
Case Name : Customer Profitability and Customer Relationship Management at RBC Financial Group (Abridged)
Authors : V.G. Narayanan, Lisa Brem
Discipline : Accounting
Case Length : 20 pages
Solution sample availability : YES
Plagiarism : NO (100% Original work)
Description for case is given below :
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.
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