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 o...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Institute of Business Management
2019-12-01
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| Series: | International Journal of Experiential Learning & Case Studies |
| Subjects: | |
| Online Access: | https://journals.iobm.edu.pk/index.php/ijelcs/article/view/284 |
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| Summary: | 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.
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| ISSN: | 2520-4475 2521-9359 |