Capital Ideas - Summer 2013 - page 46

Summer 2013 | Capital Ideas
ChicagoBooth.edu/capideas
44
FOOTNOTES
Manage a portfolio of relationships
TIME
THE CUSTOMER’S EXPERIENCE
MY EXPERIENCE
THE EQUATION
Demystifying a calculation
T
ranslation: When trying to please a customer, tread carefully. The level of service you provide today will
impact the level your customer will want tomorrow. If you set expectations too high and can’t deliver the
next time, you will create an unhappy customer.
Chicago Booth Professor
Dan Adelman
and Adam Mersereau of the University of North Carolina developed
this model to help optimize decision-making when you have more demand than supply, and have multiple cus-
tomers to manage. Just as people can use spreadsheet models to decide how much capital to allocate to one
investment or another, they can use this model to understand how best to allocate limited resources to relation-
ships. The model does this by encoding behaviors that people understand and perform intuitively.
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