Extending Upselling and Cross-Selling Efforts (2,414 words)
Suggest Burgoyne, "Some companies split up the list according to how often someone has purchased, other clients have 10 categories of products and test among the categories. For example, if they purchased something from one category in the past, is it better to upsell a more expensive item from the same category or to try to cross-sell from another category?"
Many of the techniques and technologies for cross-selling in the call center are outgrowths of the Internet. For example, the Net Perceptions recommendation software used by Amazon.com and CDNOW to make targeted offers on their sites or through e-mail is now available in a call center version, and RightPoint's Real-Time Marketing Suite can be used for both Web and phone.
As the line between online and off-line methods blurs, the distinction between customer service and sales has also faded. Most companies are compelled to introduce selling into their inbound centers, and most customers perceive an upsell or cross-sell offer as a service—as long at the targeting is right.
Lillian Vernon's Berg explains, "It's not like we're selling swamp land in Florida. Customers have our catalog and they're ordering from it, and we're offering them things that go together. A lot of customers thank us for that."