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Capital One is a US based financial corporation founded in November 1994. In 1998 Capital One
opened its first overseas service at Nottingham, UK. Within a span of 6 years of its inception, its
stock price increased by 1000 percent with an average annual growth of 40 percent.
Success behind such a phenomenal growth is through the vision of its leader Richard Fairbank
and Nigel Forris.
Vision that transcends myopia: To develop a information-based company rather than a
financial company.
Core strategy: To tailor their service and product as per individual customer requirement
so that the “right product (credit card) can be provided to customers at right time and right
price”. Such an offer was a unique proposition in a market which lacked customisation and
one to one marketing.
KEY DIVISION
Marketing & Analysis Operations Information Technology Human Resources
Segmentation Processing Supports Business issues Managing associate
Proposal Testing Customer Relations and decision through selection
Analysing data Sales application & software Supporting and
Collections engineering developing culture
Drivers of success:
CRM is viewed as a key strategic process in Capital One. Capital One show cased that CRM can
be translated into strategy, organizational design, hiring, marketing processes, and IT
infrastructure of a company .Different depts. work in an integrated fashion towards
understanding and satisfying customer.
Recommendations:
Should try to avoid customisation for low profitable customer, otherwise it leads to over
expenditure on manpower and technology cost in handling such customers.
Must outsource few of the activities related to fraudulent customers which consumes
more time with least return.
Should to look for new avenues for attracting customers other than just revising plans,
incentives and rewards.
Must refrain from regular mailings about new products which usually leads to customer
irritation.
Should look for a set of standardised products that will be applicable to a cluster, which
indeed could reduce their transaction cost. Attending all may not be sustainable.