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 orde...
| 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: | http://jmsnew.iobmresearch.com/index.php/ijelcs/article/view/284 |
| _version_ | 1797868341271986176 |
|---|---|
| author | Muhammad Yawar Uz Zaman Ali Sajid |
| author_facet | Muhammad Yawar Uz Zaman Ali Sajid |
| author_sort | Muhammad Yawar Uz Zaman |
| collection | DOAJ |
| description | 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. |
| first_indexed | 2024-04-09T23:54:22Z |
| format | Article |
| id | doaj.art-2923f1f9078f4cf09528cf480a97e398 |
| institution | Directory Open Access Journal |
| issn | 2520-4475 2521-9359 |
| language | English |
| last_indexed | 2024-04-09T23:54:22Z |
| publishDate | 2019-12-01 |
| publisher | Institute of Business Management |
| record_format | Article |
| series | International Journal of Experiential Learning & Case Studies |
| spelling | doaj.art-2923f1f9078f4cf09528cf480a97e3982023-03-17T03:43:34ZengInstitute of Business ManagementInternational Journal of Experiential Learning & Case Studies2520-44752521-93592019-12-0142225236284Dormant Account Reactivation at Al–Shajar CapitalMuhammad Yawar Uz ZamanAli SajidThe 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.http://jmsnew.iobmresearch.com/index.php/ijelcs/article/view/284reactivationcapstonedormant accountcustomer win back |
| spellingShingle | Muhammad Yawar Uz Zaman Ali Sajid Dormant Account Reactivation at Al–Shajar Capital International Journal of Experiential Learning & Case Studies reactivation capstone dormant account customer win back |
| title | Dormant Account Reactivation at Al–Shajar Capital |
| title_full | Dormant Account Reactivation at Al–Shajar Capital |
| title_fullStr | Dormant Account Reactivation at Al–Shajar Capital |
| title_full_unstemmed | Dormant Account Reactivation at Al–Shajar Capital |
| title_short | Dormant Account Reactivation at Al–Shajar Capital |
| title_sort | dormant account reactivation at al shajar capital |
| topic | reactivation capstone dormant account customer win back |
| url | http://jmsnew.iobmresearch.com/index.php/ijelcs/article/view/284 |
| work_keys_str_mv | AT muhammadyawaruzzaman dormantaccountreactivationatalshajarcapital AT alisajid dormantaccountreactivationatalshajarcapital |