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Dormant Account Reactivation at Al–Shajar Capital
The case study highlights the importance of finding a simple and cost effective solution to a core business problem. It elaborates the cost effective approach of Al-Shajar Capital’s Management in reactivating its dormant client base in order to capitalize the post Polling Stock Market rally. In order to analyze its dormant client base, Al-Shajar Capital remodeled the exercise as a capstone project and awarded it to final year MBA students of IoBM-CBM. The study used a modified form of Doreén Pick’s Customer win back model to reactivate customers’ accounts, not actively trading in the market. A five-week, non-scripted warm calling session was conducted, followed by a detailed report and formal presentation. Due to operational issues and human resource limitation, the exercise was conducted on weekends. The study was a success as not only it was able to revert and activate majority of dormant client accounts but also left a positive impression on many non-returning clients.
Dormant Account Reactivation at Al–Shajar Capital
The case study highlights the importance of finding a simple and cost effective solution to a core business problem. It elaborates the cost effective approach of Al-Shajar Capital’s Management in reactivating its dormant client base in order to capitalize the post Polling Stock Market rally. In order to analyze its dormant client base, Al-Shajar Capital remodeled the exercise as a capstone project and awarded it to final year MBA students of IoBM-CBM. The study used a modified form of Doreén Pick’s Customer win back model to reactivate customers’ accounts, not actively trading in the market. A five-week, non-scripted warm calling session was conducted, followed by a detailed report and formal presentation. Due to operational issues and human resource limitation, the exercise was conducted on weekends. The study was a success as not only it was able to revert and activate majority of dormant client accounts but also left a positive impression on many non-returning clients.
Dormant Account Reactivation at Al–Shajar Capital
Sajid, Ali (author) / Uz Zaman, Muhammad Yawar (author)
2019-12-29
doi:10.22555/ijelcs.v4i2.2668
International Journal of Experiential Learning & Case Studies; Vol 4, No 2 (2019) ; 2521-9359 ; 2520-4475 ; 10.22555/ijelcs.v4i2
Article (Journal)
Electronic Resource
English
DDC:
690
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