In June 2019, a newly promoted branch manager of a bank in Davao City, Philippines, must recommend to the bank’s head office who among six loan applicants will obtain loans from the branch. She has received applications for ?24 million in loans but can only grant ?18 million. The branch manager needs to (a) decide how much to loan and to which customers, (b) find ways to retain valuable customers and acquire new ones, and (c) consider new avenues to accommodate the increasing number of applicants at her branch. The case encourages students to apply customer relationship management concepts in deciding which borrowers to recommend and it offers an opportunity to discuss the role of marketers as trusted advisers to their clients.
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