The path to successfully combining service and sales strategies is tricky and filled with many potholes, but it...
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is worthwhile. Three key problems must be solved during the planning stage to successfully combine service and sales into a single process and create smoother customer interactions.
The service question must be resolved: When a customer reaches out to an organization with a service question, the agent must resolve that issue prior to making a sales proposition. If the customer issue is not resolved, a sales offer dropped into the middle of a response may further frustrate the customer.
The sales offer must be relevant: When a company makes an offer to a customer during the course of an engagement, it must be relevant to that particular customer. For example, if a customer makes an online hotel reservation, a relevant offer would be to provide restaurant recommendations.
The full interaction must be tracked and analyzed: Both the service interaction and the sales interaction -- including the outcomes of each -- must be captured. This information helps in two ways.
- By providing agents with a full history of the customer's interactions, including service issues and purchase behavior, so the agent has an intimate knowledge of the customer relationship.
- By providing detailed service and sales data to further analyze the types of interactions that lead to successful add-on sales, including the specific types of offers that should be made in different circumstances.
Combining service and sales is not a process that can be blindly switched on; it requires some forethought to remove the blinders in order to drive successful customer interactions.
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