Untargeted cross-sell trains customers to ignore you. The next-logical-product approach picks the offer the customer is most likely to want next and times it well, and the conversion rate difference is dramatic. Here are four ways to determine the next logical product, from current-holdings analysis to lifecycle, life-stage and activity-based triggers.
Eight in ten businesses could lift campaign performance by improving the reports they get out of the call centre, and most don't, because they don't know what to ask for. Here are the nine call centre reports every marketing manager should be using, what each one answers, and where they unlock the biggest gains.
I take pretty much every customer satisfaction survey I'm sent, it's a useful way to see what works and what to avoid. This is the first in a deconstruction series: a real survey from a web-hosting company, what they got right, and where it quietly fell over. Names removed; the lessons aren't.
Most customer feedback programs launch with energy and quietly die between months 12 and 24. The six causes are predictable, lack of senior buy-in, no business linkage, siloed implementation, treating it as a project instead of a process, and each one is preventable if you spot it at the start. Here's the checklist.
275,000 HSBC customers went unpaid on a Friday before a long weekend. It's an extreme example, but your business has its own version, service failures happen, and the recovery process is what decides whether customers stay or leave. This is the long-form implementation guide: definition, business case, sources of leads, and how to make it stick.
Designing your business so customers are always 100% satisfied is a fantasy, what matters is the process that kicks in when satisfaction breaks. Here's how to design a service recovery process around negative feedback from your customer surveys, and the four steps to make it run reliably enough to drive profit.
