Ethan joined the bank 10 years ago, and has been the managing director responsible for the corporate lending operations with two key objectives. One with the changing needs of his customers, his product management team constantly creates new financial products. Ethan has to be allies on between the product management team and the potential and existing customers. And to Ethan has to work towards enhancing customer loyalty and cross selling related financial products and services to his existing customers. This Ethan gets a total actual commission for each region multiplied by 25% that says commission and for every repeat customer per Chase, he gets an additional 10% bonus. Not bad right?

Things are not as glorious as they look. With the increase in globalization, fierce competition and constantly changing customer demands. The bank has an increasing pressure of creating right products and services that meets every customer requirement. With this ever changing landscape of customer requirements, Ethan and his team is finding it extremely difficult to understand which requirements are to be prioritized, and which can be de prioritized. The products that were unique just a few months ago, and were treated as aha by the customers are no longer the AHA as these products are replicated by competitors and have become a basic requirement of most customers in no time. Ethan has to be constantly on his toes to learn the market, the customer requirements and fulfill them.

The IMF bank hoped to provide world class products and services to its customers. But with these challenges is struggling to sustain in the market. In reality, this is not just the situation of the IMF bank, in this case study, but almost all of the companies globally. Are you in this situation too? Oh, well, Ethan has a tough task at hand. However, he is lucky to have an amazing set of work colleagues like you.

I'm sure each of you taking this course will work with Ethan in this case study to resolve the issue using the power of panel analysis. So let us Learn the three types of requirements in detail addressed by the Cannell analysis. In our next chapter