|Case Title||Pilgrim Bank (A): Customer Profitability||Price||$0|
Provides a context in which students can explore managerial decision making that is critically informed by data analysis. The setting is a retail bank and the decision making relates to the bank's policy toward online banking. The management team is evaluating whether the bank should charge for access to online banking, provide incentives to use the service, or devise some other policy altogether. With thousands of customers already using the online site, the bank is well positioned to assess the impact of the service on customer profitability and retention before making final policy decisions. Told from the perspective of a recent MBA graduate who was charged with performing the necessary data analysis and ultimately coming up with policy recommendations.
Used as part of the third module of a course on Managing Service Operations, which addresses how managers can inform their decisions with customer data (606-097).
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|Keywords||Marketing channels; Profitability; Regression analysis; Sampling|
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