Selling for service improves customer experiences in contact centers.


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I was setting up my electricity for my new house and the provider offered to connect me to a third party that could coordinate my move and offer me discounts at home improvement stores. How convenient! The third party compared rates of the two local TV/Phone/Internet providers so I was able to also schedule those services to be hooked up. I was identified as someone in the midst of a move and the utility added value to our relationship. This partnership saved me an additional call to set up my entertainment services and, before the call was over, I had several Home Depot coupons waiting in my Inbox.

We are all looking for ways to cross-sell and to up-sell when we talk to our customers. Thinking like a customer helps to increase revenue through partnering. It is important to bundle a logical, related service or product. If you’re selling home appliances and you have a customer that’s ordering several appliances, your call center agent could ask if they are remodeling their kitchen. Would it then be fair to connect them with a design firm to assist in their remodel? It’s acceptable to do a few follow-up questions (maybe they are a DIYer) to see if they would like coupons or a consultation with a home improvement store. But, attempting to sell a PC is not. Knowing your customer and thinking about logical, related products and services will not only increase your revenue and enhances your corporate partnerships, but you may just gain a loyal customer for life!

See the intelligence that can be captured from customer experience.

“I recently placed an order with your company for my new wedding invitations and about a week later you called me to see if I’d need any thank you notes. I did and you saved me a trip to the store!”

“About a week after I had cable installed in my new apartment I was contacted by a local retailer to see if I wanted to upgrade my TV. I didn’t have the money at the time but a year later I got a great deal by going into that store. I wouldn’t have known about them (and their great deals) unless they had called me a year prior.”

“What’s so funny to me is that I’ve been married for 5 years and I’m still getting offers to join your company for dating services. Absurd – I don’t know where you got my info from but it’s wrong, wrong, wrong!”

Happy Monday!

Republished with author's permission from original post.

Jodie Monger
Jodie Monger, Ph.D. is the president of Customer Relationship Metrics (CRM) and a pioneer in business intelligence for the contact center industry. Dr. Jodie's work at CRM focuses on converting unstructured data into structured data for business action. Her research areas include customer experience, speech and operational analytics. Before founding CRM, she was the founding associate director of Purdue University's Center for Customer-Driven Quality.


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