CRM Solutions Can Help Cross-Sell and Upsell
“The main problem is that old computer systems store customer data in different places,” says Kathryn Jackson of Response Design, a call center consulting firm. “And in most big companies the data often are controlled by different departments, such as marketing and finance. The departments rarely make it a priority to redesign their databases to make the call centers work smoothly.”
For others, the deciding factor is the proposed CRM system’s capability. Most solutions lack the depth of functionality to replace catalog management systems. So catalogers must find ones that can run alongside their existing systems, says Doug Way, principal of Kurt Salmon Associates, a global management consulting firm.
Most solutions have a lot of overlap, and none are an exact fit. Your decision should be based on your budget and the functions you need the system to perform.
Following are some more tips:
1. Investigate what functionality is offered by your existing catalog mail order system package. Perhaps you already have some of the functionality you seek, but you aren’t using it because of your reps’ skill levels or their current workflow procedures.
2. Some CRM systems may accommodate cross-sell better for sporting goods and fashion merchants, while many were designed specifically for apparel retailers. Make sure the system you’re considering matches your catalog’s specific needs.
3. Calculate how a new system may affect customer call length compared to your existing system. Is the trade-off worth it? Most of the time, it makes sense to try to add on a sale. For another 20 to 40 seconds of calling time per call, it’s likely to be worth the effort.
4. If you want to focus on what the customer is buying rather than cross-sell/upsell call center systems, take a look at CRM analytics products.
5. When software vendors visit your site for demonstrations, be sure you control the mouse. Look for a system that’s intuitive and easy for call center reps to quickly understand and master.