CRM Assignment

Submitted by,

Abhisekh Das
Roll Number -18202004
Section - A

Q.1 Define CRM in the context of the case.

Ans:-

In the case of ‘CRM at Capital One’ all three types of CRM i.e. Relationship oriented CRM,
Transactional CRM & Strategic CRM have come to the fore front.

Strategic CRM - The company from the very beginning aimed at being an information based
company rather than a financial company. So they applied Strategic CRM by using Data & used
analytics & processed data to design credit cards for different sizeable sub-segments.

Transactional CRM – Capital one very effectively used customer touch points like call centres &
emails to better its operations & increase its business.

Relationship Oriented CRM – In case of customers who were not able pay their dues Capital One
delved into finding the reason for non-payment & for instance if they found job loss was a case they
assisted their customers in even finding a job.

Q2. To become more than just a concept, CRM needs to be manifest as activities, systems and
processes. What are the key CRM activities and processes at Capital One based on the case. Do they
differ according to the life-cycle stages of the customer?

To become more than just a concept, CRM needs to be manifest as activities, systems and
processes.

What are the key CRM activities and processes at Capital One based on the case. Do they
differ according to the life-cycle stages of the customer?

3. What can be learned from the CRM from Capital One that could be applied to other
companies. What aspects cannot be applied.

4. It is often claimed that CRM can create competitive advantage. Is it true? How? How did it
happen for Capital One.