Subject category:
Knowledge, Information and Communication Systems Management
Published by:
IBS Center for Management Research
Length: 19 pages
Data source: Published sources
Abstract
This case discusses the customer-focused e-business strategy of Charles Schwab & Company, the leading discount brokerage firm in the US. It describes its multi-channel strategy that aimed at providing the customers as many channels as possible to interact and transact with Schwab. It examines the way in which Schwab focused on providing better customer service by promoting its website and proactively using Internet enabled technologies. The benefits Schwab derived from its e-business strategy are also highlighted. This case is structured to enable students to: (1) understand the importance of a customer-focused e-business strategy for the growth of an organisation; (2) appreciate the importance of a multi-channel strategy in providing better customer service; (3) recognise the role of IT / Internet in integrating different business processes to make them more customer-oriented; and (4) identify the ways in which IT and the Internet can be effectively used for enhancing customer satisfaction levels and thereby improving the financial performance of the company. The case is targeted at MBA/PGDBA students and is intended to be part of the knowledge, information and communications management curriculum. It can also be discussed as a part of customer relationship management courses.
About
Abstract
This case discusses the customer-focused e-business strategy of Charles Schwab & Company, the leading discount brokerage firm in the US. It describes its multi-channel strategy that aimed at providing the customers as many channels as possible to interact and transact with Schwab. It examines the way in which Schwab focused on providing better customer service by promoting its website and proactively using Internet enabled technologies. The benefits Schwab derived from its e-business strategy are also highlighted. This case is structured to enable students to: (1) understand the importance of a customer-focused e-business strategy for the growth of an organisation; (2) appreciate the importance of a multi-channel strategy in providing better customer service; (3) recognise the role of IT / Internet in integrating different business processes to make them more customer-oriented; and (4) identify the ways in which IT and the Internet can be effectively used for enhancing customer satisfaction levels and thereby improving the financial performance of the company. The case is targeted at MBA/PGDBA students and is intended to be part of the knowledge, information and communications management curriculum. It can also be discussed as a part of customer relationship management courses.