July 2002
Intermediate to advanced
264 pages
8h 28m
English
Content preview from Customer Relationship Management Systems Handbook
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Case Studies in CRM 157
a product that provides insights into client information and behavior. In its
ranking as Canada’s premier global financial services, wealth management,
and corporate and investment banking group, the bank had assets of more
than U.S.$165 billion and profits of U.S.$1 billion in 1999.
The Royal Bank began collecting client data in 1978, consolidating it for
use at a client/branch level. By the early 1990s, it had implemented client
segmentation in its data warehouse, dividing its clients into three distinct
profitability segments.
The bank identified which areas of its customer relationship strategy
required greater focus. This analysis revealed that bank clients really wanted
a banking relationship in which they were well-understood, ...
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