Hedging customers

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<title>Hedging customers</title>
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<title>Harvard business review</title>
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<namePart>Dhar, Ravi</namePart>
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<namePart>Glazer, Rashi</namePart>
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<abstract>Customers are individuals and want to be treated as such, which makes the profitability of each hard to predict. Tend to them as solicitously as you wish, but you can manage customers better, and make their collective behavior less difficult to anticipate and plan for, if you think of them as you would stocks in a portfolio.   </abstract>
<note type="statement of responsibility">by Ravi Dhar and Rashi Glazer</note>
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<topic>Dirección de empresas</topic>
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<topic>Satisfacción del cliente</topic>
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<topic>Servicio al cliente</topic>
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<topic>Análisis de riesgos</topic>
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<topic>Marketing</topic>
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<topic>Fidelización de clientes</topic>
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<text>May 2003 ; p. 86-92</text>
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