Upselling, the Multichannel Way
Adding on real value helps cement customers’ sense of loyalty because it demonstrates both helpfulness and the ease of one-stop, do-it-all shopping. This is true whether you’re offering additional services (e.g., gift wrap, cards, personalization, club or community memberships, newsletters) or products (e.g., upsells, cross-sells, discounted specials).
The biggest advantage of the phone/Web order-taking combo is that customers can see exactly what you’re discussing. Plus, you get the double-whammy of interactivity; as the rep and the customer shop together, you get to learn more about customer preferences and needs — both pay off in better decision making in the long run.
There could be some potential problems, too. Customers can be distracted by what they’re seeing and not pay enough attention to what they’re hearing. They may want to read your wonderfully written Web copy, which is going to be a little different from a live person’s dialogue. So calls may take longer.
And you may cannibalize some of your Web promotions if the Web has different specials and deeper discounts. So you’ll need to honor any discounts online to avoid a sense of bait and switch (although you may be able to convince customers to take an extra item or two).
You’re still investing in relationship-building, though. So if you decide that the pros outweigh the cons, consider the possible reasons why customers might call when they’re already online — or vice versa.
• Difficulty ordering.
• Word choice, i.e., your search function doesn’t recognize the name a customer used to find a particular item in your mix.
• Confusion regarding the shipping and handling method or expense.
• Service concerns the Web site doesn’t answer.
• Optimization, e.g., your site was created for Internet Explorer and they’re using other browsers, so nothing works/displays quite right.