Successfully reported this slideshow.
Upcoming SlideShare
×

# Suggested Solution to Mukesh’s Dilemma - Analytics Case Challenge

839 views

Published on

A systematic solution derived through analytics on Mukesh's dilemma at http://www.greatlakes.edu.in/blog/analytics-case-challenge

• Full Name
Comment goes here.

Are you sure you want to Yes No
• Be the first to comment

• Be the first to like this

### Suggested Solution to Mukesh’s Dilemma - Analytics Case Challenge

1. 1. Suggested Solution to Mukesh’s Dilemma Dr. P.K.Viswanathan Professor Analytics & Operations Great Lakes Institute of Management Chennai
2. 2. www.greatlakes.edu.in Scale used to assign number to each attribute • Scale of 1 to 9, 1 being low and 9 being highest is used for each attribute. The attributes considered are: – Business Value – Customer Displeased – Complaint Handling – Communication Experience is not considered here for decision making because all the persons involved in this case have 4 to 6 years of experience.
3. 3. www.greatlakes.edu.in Basic Number Crunching Based on Facts Given • Business Value Impact is measured by the following: Average No of Calls*Percentage Conversion*12 months*Average Value Per Call The highest value among the four is given a score of 9 and the rest are worked out on a pro-rata basis.
4. 4. www.greatlakes.edu.in Basic Number Crunching Based on Facts Given • Customer Displeased Impact is calculated by the following: Number of Customers Displeased per Year divided by Converted Calls into Business Per Year. The least number is given a score of 9 and the rest are based on pro-rata basis.
5. 5. www.greatlakes.edu.in Basic Number Crunching Based on Facts Given • Complaint Handling Impact is measured based on whether it is Extraordinary, Moderate, or Average.  Extraordinary is given a score of 9  Moderate is given a score of 6  Average is given a score of 5
6. 6. www.greatlakes.edu.in Basic Number Crunching Based on Facts Given • Communication Impact is measured based on whether it is Pleasant, Lacking Warmth, Irritating, or Commanding and Directing Pleasant is given a score of 8 Lacking Warmth is given a score of 5 Irritating is given a score of 3 Commanding and Directing is given a score of 7 Please note that nobody gets a score of 9 here. Being Pleasant need not amount to being Effective.
7. 7. www.greatlakes.edu.in Multi-Criteria Approach Criteria Dasgupta Chopra Murali Chatterjee Business. Val in Rs 240000 324000 175000 405000 Customer Displeased 0.0167 0.0278 0.0200 0.0185 Complaint Handling Extraordinary Moderate Moderate Average Communication Pleasant Lacking warmth Irritating Commanding and Directing
8. 8. www.greatlakes.edu.in Multi-Criteria Approach (Scale of 1 to 9) Criteria Dasgupta Chopra Murali Chatterjee Business.Val in Rs 5.33 7.20 3.89 9.00 Customer Displeased 9.00 5.41 7.52 8.12 Complaint Handling 9.00 6.00 6.00 5.00 Communication 8.00 5.00 3.00 7.00
9. 9. www.greatlakes.edu.in Blake and Mouton Sales Grid Concern for Business Score is based on Business Value and Concern for Customer Score is based on the average of Customer Displeased, Complaint Handling and Communication Das Chat Chop Mura Concern for Business
10. 10. www.greatlakes.edu.in Who should Mukesh Promote? • If we give equal weight to the two dimensions namely concern for Business and Concern for Customer, Chatterjee gets the promotion • The point should we give equal weight or more is always debatable. • We should consider the long term and short term consequences.
11. 11. www.greatlakes.edu.in Who should Mukesh Promote? Final Choice • Chatterjee is Aggressive by Nature which is good for Targets Achievement. • From the Sales Grid, it is easy to see that Chatterjee’s lead over Dasgupta in Concern for Business Value is higher than Dasgupta’s lead over Chatterjee in Concern for Customer. Hence, Chatterjee should be promoted.
12. 12. www.greatlakes.edu.in Moral of the Story for Analytics from this Case • Simple Descriptive Measures and Visualization through Sales Grid are the Drivers of the Decision • In the parlance of Business Analytics, it is known as Description and Visualization
13. 13. www.greatlakes.edu.in THANK YOU