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

1. Suggested Solution to
Mukesh’s Dilemma
Dr. P.K.Viswanathan
Professor Analytics & Operations
Great Lakes Institute of Management
Chennai

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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.

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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.

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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.

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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

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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.

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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

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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

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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

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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.

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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.

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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

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THANK YOU