Dormant Account Reactivation at Al–Shajar Capital

Abstract

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 or-der to capitalize the post Polling Stock Market rally. In order to analyze its dor-mant 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 presenta-tion. 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 im-pression on many non-returning clients.