Customer profitability and customer relationship management at rbc

  • What is customer profitability in banking?

    Customer profitability analysis lets you calculate risk-adjusted profitability at the account level, then aggregate that information to accurately report profitability for any customer/member at your institution..

  • Increased Profitability.
    Using a CRM-based strategy can lead to increased profitability for businesses.
    By improving customer relationships, increasing efficiency and productivity, better managing data, and improving communication and collaboration, businesses can drive revenue growth and reduce costs.
  • Ultimately, Customer Relationship Management, or CRM, improves the customer's overall experience by enabling you to better manage direct interactions, from sales to customer service and marketing.
    CRM enhances the bottom line and can, therefore, determine profitability, loyalty, and overall success.

What is RBC's CRM?

RBC’s CRM emphasizes on the need for deeper understanding of customers.
The bank anticipates the needs of its customers and discourages mass marketing to huge customer segments.
The above-mentioned issues form the backbone of RBC’s objectives (Burrows, 2001, para. 2).

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What is the role of customer profitability & customer relationship management?

To demonstrate the role of customer profitability and customer relationship management in developing appropriate pricing and marketing campaigns in the financial services market.


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