期刊名称：International Journal of Experiential Learning & Case Studies
印刷版ISSN：2520-4475
电子版ISSN：2521-9359
出版年度：2019
卷号：4
期号：2
页码：225-236
DOI：10.22555/ijelcs.v4i2.2668.g557
语种：English
出版社：Institute of Business Management
摘要：The case study highlights the importance of f inding 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 remodelled the exercise as a capstone project and awarded it to f inal year MBA students of IoBM-CBM. The study used a modif ied form of Doreén Pick’s Customer win back model to reactivate customers’ accounts,not actively trading in the market. A f ive-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 the majority of dormant client accounts but also left a positive impression on many non-returning clients.
