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  CRM AT CAPITAL ONE (UK): CASE STUDY 

Introduction:

Capital One is a US based fnancial corporation ounded in November 1994.In 1998 Capital One opened its frst overseas service at Nottingam! U".#itin a span o $ %ears o its inception! its stoc& price increased b% 1'''percent (it an average annual gro(t o 4' percent.

Success beind suc a penomenal gro(t is troug te vision o its leader)icard *airban& and Nigel *orris.

Vision tht trnsc!nds "#o$i:  +o develop a inormation,based

compan% rater tan a fnancial compan%. Cor! strt!%#- +o tailor teir service and product as per individual

customer reuirement so tat te /rigt product 0credit card can beprovided to customers at rigt time and rigt price2. Suc an o3er (as auni&u! $ro$osition in a mar&et (ic lac&ed customisation and one toone mar&eting.

"5 6I7ISIONar&eting

:nal%sis

Operations Inormation

 +ecnolog%

  ;uman )esources

Segmentation

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• .!t t!stin%: *ull proofng te o3er beore launc b% test running it on

B$''' ,4'''' odd customer. +is urter elps in fne tuning te o3er

or better acceptabilit% 0Test and Learn.

• A%%r!ssi'! $ricin%- O3ered lo(ered interest rate! lo( ees and lo(,

cost balance transer deals.

• E/!cti'! u$rd co""uniction: Inputs rom ront end associates

are given due importance in crating strateg% or customers.• E0ci!nt Associt! Mn1$o!r "n%!"!nt-

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Sould tr% to avoid customisation or lo( proftable customer! oter(ise

it leads to over eEpenditure on manpo(er and tecnolog% cost in

andling suc customers. ust outsource e( o te activities related to raudulent customers

(ic consumes more time (it least return. Sould to loo& or ne( avenues or attracting customers oter tan Hust

revising plans! incentives and re(ards. ust rerain rom regular mailings about ne( products (ic usuall%

leads to customer irritation. Sould loo& or a set o standardised products tat (ill be applicable to a

cluster! (ic indeed could reduce teir transaction cost. :ttending all

ma% not be sustainable.

C) C:S S+U65 =: ?'1@,?'1$ SO;: