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RBC 1

In this case Sarah Adams, an RBC Vice President and her team, deal with an important issue facing the bank.They were Canada's top bank for small business with the largest market share well ahead of our competitors. However the types of clients that the bank was attracting were not start-ups. Feedback from client focus groups led them to discover that they were perceived as the bank for big business and they were opening fewer accounts. They were not necessarily confident that they were going to continue to see the same success that they had in the past.

Interviewee

Sarah Adams

Company

Industry

Business Activity

RBC Royal Bank of Canada 

Banking

Financial and insurance activities

Headquarters

Toronto, Canada

Size

Large

Employees

More than 10,000

Greater than $25 million

Yearly Revenue

Public Corporation

Type of Entity

Subject

Marketing

Level of Difficulty

Medium

Enhance change management knowledge

Teaching Objectives

Keywords

Client Attraction

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