Page 143 - DMGT308_CUSTOMER_RELATIONSHIP_MANAGEMENT

Customer Relationship Management

Notes Strategy 6: Keep your Technology Nimble and your Systems Agnostic

Keeping your solution cost-effective requires leveraging existing investments in equipment
and database architectures. Any new technologies that you bring on must not only integrate
with the widest variety of equipment, software, and components, they must remain easily
extensible and scalable in the future. This requires you to identify call centre software that is
built on open platforms. Software applications that are hardware or vendor dependent may lock
you into a system that won’t offer the nimbleness required to adapt to and take advantage of
inevitable market changes.
Look at it this way: the technologies that enable dynamic cross-selling and up-selling have only
recently evolved, and obviously these evolutions will continue. Make sure you keep the doors
open for future technologies by planning for extensions to your existing resources, and you
won’t get stuck with depreciating capital investments on outmoded equipment.

Stay Responsive and Cost-efficient

Leverage existing resources with platform agnostic software solutions that enable the links
between hardware and databases. The result will be a dynamic selling solution that increases
business efficiencies while delivering a lower Total Cost of Ownership.

Realizing the Benefits of Dynamic Cross-Selling and Up-Selling

The primary benefit of adopting these six essential strategies is in focusing the contact centre
organization—people, process, and technology—around the value of the customer relationship.
Dynamic selling transforms the customer experience from a routine, sometimes frustrating
phone call to a thoughtful sales experience. It links a vast quantity of hardware, software,
information, and processes into a unified and cost-efficient whole.
And it accelerates business innovation by enabling advanced cross-selling and up-selling
opportunities that focus on revenue growth, leveraging existing investments to deliver dramatic
results.
Stop customer frustration, drive contact centre efficiency, and accelerate business innovation.
Financial services organizations no longer need to be asked to trade excellent customer
experiences for operational efficiencies or the creation of new revenue streams. Dynamic selling
is now well within reach of every contact centre that wishes to leverage these essential strategies
to stay competitive and profitable.

Task Explain the difference between cross selling and up selling.

Self Assessment

Fill in the blanks:

11. There are …………………… strategies that are stated to increase cross & up selling
12. …………………… is defined as selling an additional product when the customer is
purchasing the original product.

13. …………………… is defined as selling a more expensive product instead of the product
that the customer was originally purchasing.

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