Charles Schwab Customer Focused E-Business Strategy


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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:

Price:
Case Code : ITSY042 For delivery in electronic format: Rs. 500;
For delivery through courier (within India): Rs. 500 + Rs. 25 for Shipping & Handling Charges

Themes

Customer Relationship Management
Case Length : 17 Pages
Period : 1997-2004
Pub Date : 2004
Teaching Note : Not Available
Organization : Charles Schwab
Industry : Financial Services
Countries : US

Abstract:

This case discusses the customer-focused e-business strategy of Charles Schwab & Company (Schwab), the leading discount brokerage firm in the US.

It describes its multi-channel strategy that aimed at providing the customers as many channels as possible to interact and transact with Schwab.

It examines the way in which Schwab focused on providing better customer service by promoting its website and proactively using Internet enabled technologies. The benefits Schwab derived from its e-business strategy are also highlighted.

Issues:

» Understand the importance of a customer-focused e-business strategy for the growth of an organization.

» Appreciate the importance of a multi-channel strategy in providing better customer service.
» Recognize the role of IT/Internet in integrating different business processes to make them more customer-oriented.

» Identify the ways in which IT and the Internet can be effectively used for enhancing customer satisfaction levels and thereby improving the financial performance of the company.

Contents:

  Page No.
Introduction 1
Background Note 2
The Multi-Channel Strategy 3
The E-Business Strategy 5
Website Enhancement 6
The Efforts Continue 9
Exhibits 11

Keywords:

Charles Schwab, E-Business Strategy, Customer Relationship Management, eCRM, Multi-channel Strategy, Channel Integration, Customer Segmentation, Implementing E-Business, Website Enhancement, Personalization, Positions Monitor, Schwab Alerts, Learning Center and Personal Choice Program.

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