Ideas You Can Take to the Bank!: Improve Call Center Performance
5. Formulate Offers Appropriate to the Customer
Look at past purchase history. For instance:
• Companies that sell life insurance can upsell a customer who has a $500,000 policy to an additional $100,000 in coverage by talking about changes in the customer’s family and adjustments for cost-of-living increases.
• Electronics marketers that reach computer owners can offer accessories for a particular model owned or an upgrade to a newer, more powerful model.
• Banks can reduce their operating costs by making an offer to convert their smaller customers to users of online services. For more valuable customers, a CD or other investment opportunity can be offered.
• Retailers can make an offer for a special discount if the customer visits the store within seven days.
• A newspaper or magazine might offer a discount price on a test of a larger ad to increase regular advertisers’ ad sizes in future issues.
6. Keep It Simple
It’s also important to have offers that are manageable in the contact center. Don’t use too many offers or offers that are too complex for the CSR to decipher quickly. One of our clients wanted to make a different offer based on the type of product the customer had purchased in the past. The problem was there were more than 40 products in most customers’ recent histories. Provide a simple chart in an “if, then” format with no more than six variables, unless you have a CRM system.
7. Script Responses to Common Objections
CSRs often feel uncomfortable with the cross-sell effort, because they don’t know how to respond to the objections of the customer. In addition to product-/service-specific responses, you’ll typically need to script responses to the following objections:
• too expensive;
• use competitor;
• not now;
• send literature;
• don’t need; and