Scribd
Upload
43 views1 page

S4-Royal Bank

Royal Bank of Canada is looking to implement a new database management system to [1] better understand its customers and react more quickly to changes, [2] integrate into its existing hierarchical database environment and serve as the central repository for 18 million customer accounts and data, and [3] be highly expandable, process large amounts of data, and allow ad-hoc queries. The new system should provide a fuller view of customers through more accurate, timely data to better serve them.

Uploaded by

ScurveyDrDay
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
43 views1 page

S4-Royal Bank

Royal Bank of Canada is looking to implement a new database management system to [1] better understand its customers and react more quickly to changes, [2] integrate into its existing hierarchical database environment and serve as the central repository for 18 million customer accounts and data, and [3] be highly expandable, process large amounts of data, and allow ad-hoc queries. The new system should provide a fuller view of customers through more accurate, timely data to better serve them.

Uploaded by

ScurveyDrDay
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
You are on page 1/ 1

Session 4 Case – Royal Bank

Banking is about customer relations. The better a bank is in reaching out to customers the more
likely that bank will retain customers and get new ones. Royal Bank of Canada is trying to
choose a new database management system that would allow them to better understand its
banking customers and to react more quickly when a customer’s banking habits and needs
change.

The goal of the new database management system should focus on getting a fuller view of our
customers. It has to have more accurate, timely information about the customer and from that
information being able to do more advanced analyses on that data to better serve the customer.

RBC is trying to integrate the new database management system into the bank’s existing
hierarchical database environment and make it the central repository for the bank’s 18 million
customer accounts and data.

The bank is looking for a database management system that is very expandable in terms of the
volumes of information it can handle and as RBC is a fairly large organization, they want to be
able to process large amounts of information and to build on that as demands on the system
increased over time. They also want to be able to perform ad-hoc queries to the database, for
example, they would like to find a customer by searching their last name and address, or by
searching their account number, or by their social insurance number. (Modified from Tom Venetis,
ComputerWorld Canada (21 Jan 2005)

A) According to the information provided above what type of database management


system would be appropriate for RBC needs?

B) What type of information would be needed by RBC to enhance their CRM capability?

RBC needs customer information to enhance their CRM capability. The point of
CRM is to increase the relationship between the customer and RBC. They need to
build a profile of each customer in order to find out what their needs are and how to
make their experience with RBC to be the best it can be. In order to do this RBC must
ask questions such as – How much money they make
- How many people in their family
- How often they spend
- Value of the person
- Age of customers
- Marriage status
- Loans

C) Assuming that bank customers can open more than one savings account and that a
savings account can have only one title-holder, complete the appropriate entity
relationship diagram using the proper notation.

D) Explain the major benefits of a database management system to RBC.

You might also like