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, organizational design, hiring, marketing processes, and IT infrastructure of a company.
The teaching objective is fourfold: To present a best-practice organization that embodies the concept of CRM. To enable a discussion around the definition of CRM. To recognize why effective CRM cannot only be practiced within the marketing function but has to be adopted by the entire organization. To recognize the important role of the human resources function and the IT function in a company-wide CRM strategy.
- Customer relationship management
- Financial services
- Credit card
- Marketing strategy
- Call centre. AR2003