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Condensed version
-
Reference no. 503-085-1
Subject category: Marketing
Published by: INSEAD
Originally published in: 2003
Version: 07.2014
Revision date: 06-Apr-2016

Abstract

This is a condensed version. Capital One, a credit card company, has built its business on a strategy with a clear customer focus: The company systematically gathers and analyses information on its customers in order to correctly assess their individual credit risk and to offer products and services tailored to their individual needs. The case is designed to illustrate how the concept of customer relationship management (CRM) can be translated into strategy, organisational design, hiring, marketing processes, and IT infrastructure of a company. The teaching objective is fourfold: (1) to present a best-practice organisation that embodies the concept of CRM; (2) to enable a discussion around the definition of CRM; (3) to recognise why effective CRM cannot only be practised within the marketing function but has to be adopted by the entire organisation; and (4) to recognise the important role of the human resources function and the IT function in a company-wide CRM strategy.
Location:
Size:
USD2.8 billion revenues
Other setting(s):
2002

About

Abstract

This is a condensed version. Capital One, a credit card company, has built its business on a strategy with a clear customer focus: The company systematically gathers and analyses information on its customers in order to correctly assess their individual credit risk and to offer products and services tailored to their individual needs. The case is designed to illustrate how the concept of customer relationship management (CRM) can be translated into strategy, organisational design, hiring, marketing processes, and IT infrastructure of a company. The teaching objective is fourfold: (1) to present a best-practice organisation that embodies the concept of CRM; (2) to enable a discussion around the definition of CRM; (3) to recognise why effective CRM cannot only be practised within the marketing function but has to be adopted by the entire organisation; and (4) to recognise the important role of the human resources function and the IT function in a company-wide CRM strategy.

Settings

Location:
Size:
USD2.8 billion revenues
Other setting(s):
2002

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