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A manager knows that different customers react
differently to different modes of communication. Whereas one
customer values personal interaction, the other customer prefers
to evaluate hard facts about the product without being bothered
with sales talk. An optimization model has been developed which
lets a manager know the extent to which he/she can decrease face-
to-face meetings and increase the frequency of direct mailers, or
vice versa, for each customer, or for segments of customers, to
achieve an increase in total profitability. |
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