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Think Atomistic not Holistic: A Better Way to Manage Customer Experience at Royal Bank of Scotland (RBS) What lessons did RBS learn from the implementation

Think Atomistic not Holistic: A Better Way to Manage Customer Experience at Royal Bank of Scotland (RBS) What lessons did RBS learn from the implementation of its customer experience management strategy?

Discuss and critique the 3 options for managing customer experience moving forward. Discuss the pros and cons of either. Then recommend the most appropriate strategy justifying your choice with information from the case and your marketing and CRM knowledge.

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