Well suited for MBA, Executive MBA, Global Executive MBA, and executive education programs, this field-based case uses Dunia Finance LLC, an Abu Dhabi-based financial services company, to present circumstances that allow for an analysis of the firm's cross-selling process and how it could be leveraged. The unique aspects of the region leave the case open to exploring uncertainty and risk based on the firm's own experience with the customer. The case provides an overview of the customer relationship and allows a discussion of measuring and managing customer profitability and contrasting it with the management of customers in the developed world and emerging markets. In the case, Ali Hurbas, head of the Strategic Analytics Unit, faces two options. Did it make sense to focus on bringing in new customers, or would ramping up cross-selling efforts to existing customers offer greater profits? The material also allows for an evaluation of different statistical models that can be used to predict the next product a customer would most likely buy. A teaching note is available to instructors to assist in preparing for the debrief session.