Business growth is a key metric of any successful organisation. Every time a customer makes contact with your company, regardless of the communication channel, opportunities to increase the lifetime value of that customer are presented.
Up-selling to existing customers is the easiest and most profitable way to grow your business as your customers are already familiar with your brand, and have a history of buying at least one of your products. By taking advantage of this brand familiarity, the likelihood of selling them another product or service is increased and by having multiple products per customer you are immediately increasing customer lifetime value and ultimately the amount of profit each customer generates.
The key to successful up-selling is based on the ability of the agents involved. At 2Touch we utilise our in-house training department to ensure that all our agents have superior knowledge of our Client’s products. Additionally, we also provide increased levels of coaching support in order to guarantee that our agents have the highest skill-set possible. By focusing in these areas, our agents are equipped with the knowledge and skills required to ensure they feel confident in their ability to up-sell to existing customers. Finally, our strategies and processes for an up-sell campaign are similar to our acquisition campaigns, which include stringent performance management procedures that ensure all the metrics needed to hit target are measured and managed, resulting in consistently successful delivery.
For many of our Clients we have developed specific strategies and implemented bespoke processes which have had a direct impact on the company’s revenue figures. One such Client is Natural Collection and during a recent seasonal campaign, 2Touch sold one or more additional items to 16% of customers. In simple terms for every 20 calls taken, 2Touch managed to up-sell to three people which increased the average order value by 8%. The result was a significant uplift in revenue for Natural Collection - all of which would have been lost if these processes were not in place.
