The Canadian Imperial Bank of Commerce (CIBC) is a large Canadian financial institution with seven million customers. This three-case series outlines the challenges faced by the bank in designing and implementing a customer profitability management system. The vice-president of strategy development, personal & commercial banking, received approval to develop a customer profitability system. The system would help to determine: who were the bank's profitable customers, how to acquire and retain those customers, and how to change behavior to convert unprofitable customers or make profitable customers more so. There were accounting, business and technology issues to be resolved. The supplemental (B) and (C) cases (products #9B00B015 and 9B00B016), follow through by examining how the data on the system could provide the bank with a competitive advantage, and the challenges of implementing the system.
