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Case Study: Royal Bank Of Canada

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MBA 545.7 Service Management
Case study: Royal Bank of Canada (RBC), customer profitability analysis

1. Evaluate RBC strategy and organizational structure. Is RBC well equipped to compete with niche operators such as internet-only banks with focused product offerings?
RBC’s strategy of pleasing everyone, by fitting in with their needs or expectations is not sustainable over the long-run. Sustainable competitive advantage happens once a firm has awestruck a strong market niche in which a differentiated set of products and services serve a select client sector grater. RBC’s strategy of serving all niches cannot be successful in the long-run. RBC is providing a range of products or services in one place by leveraging its acquisitions to become a totally integrated financial …show more content…

The issues arising from such a system is the amount of data collected, the operational system in place gathering the data and the quality of that data. For example, in order to precisely identify costs related to a customer the bank should use the activity-based costing methodology, that will assign the costs of all activities of the customer towards the bank (products and services) and assign those costs to the actual consumption of each product and service. Such measurable data could be the income derived from interest paid on outstanding credit balances and loans, the fees paid by the customer, the risk score and the bank’s overhead towards the customer. In order to assess this data – usually they are suppressed in a computerized system that no one can use entirely – one should identify the specific measurable parameters. The bank will have to allocate resources for this task but it will pay off eventually. The data inputs will lead to product / service level metrics and will help the bank assess the profitability of each

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