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Unit 5: Closed Loop Marketing

Take Advantage of Every Opportunity for Cross-selling Success Notes
Maximize your ability to extract the most from high-value customers by getting them to the
right agent to implement the sale. Program your business rules to account for such variables as
gender, language, and geography. With the right agent selected, be certain your push of customer
data and product offers to the agent’s desktop includes sales will be asked to repeat any
information or account numbers—the number one source of customer frustration. It allows the
agent to rapidly solve the original service issue or inquiry, create a favourable impression, and
quickly move the conversation into a selling environment

Strategy 4: Set Business Rules to Automatically Respond to Changes

The advantage of dynamic selling is that it provides much more in-depth information upon
which business rules can be established. This kind of ability enables the design of rules that can
create real process efficiencies and drive operational costs down by keeping your execution
nimble. For this reason, it’s critical that you be able to apply your business rules to automatically
respond to the changing contact centre environment.

Staying responsive requires your system to intelligently evaluate current call volumes and wait
times and automatically tweak selling activities to maximize overall efficiency. When volumes
are high and handle times need to be shorter, the system can recognize the volume increase and
automatically turn off cross-sell offers. As volumes shift, the system will adjust and enable a
layer of cross-selling that is best for those conditions. When volumes are low, the system can
compensate by routing more customers into selling situations. Because the system automatically
looks for and responds to these rules, the contact centre is in a constant state of optimum use.

Engage in Cross-selling when your Call Volume Allows it

The ability to automatically respond to the changing environment is critical to creating process
efficiencies that save money. Not only can you flexibly apply very advanced data customizations
around offers, geographies, services, etc., it’s an essential component in keeping satisfaction
high by avoiding selling when call volumes could impact your customer service levels.

Strategy 5: Rapidly Apply New Business Rules to Respond to Evolving Market
Strategies

Hand in hand with keeping your contact centre responsive to call volume and environmental
changes on a real-time basis, true competitive ability requires being able to tune and apply
refinements to your business rules and selling mechanisms as the market and competitive
landscape changes. This means committing to technologies that let you start and stop campaigns
easily, and that allow fast reprogramming of business rules to respond to competitive changes
in your market.
Deploy, Track, Analyze, and Refine

At all times, you must be prepared to respond to competitive threats by rapidly implementing
new promotions that keep you competitive. Engaging in regular tracking and analysis of offers,
as well as the performance of your entire system, will give you the information you need to
keep your offers fresh and in alignment with your products and services on a real-time basis. It’s
critical that you stay ready to fine-tune cross-sell programs to respond to new information, and
keep data profiling and routing rules responsive to customer behaviours.

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