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Session Description:
Companies are constantly looking for
ways to grow their business by selling
additional products to existing
customers. Using the inbound customer
service call center for this purpose --
making product offers to customers when
they call in with a question or for
service -- has become an increasingly
viable revenue generator for many
companies. However, Maritz recently
determined that maintaining and/or
improving upon the customer experience
during that inbound call can be critical
to that goal.
Join Maritz’ Maddy Sheprow, Vice President,
Strategic Solutions
and Rich Brose, Director of Research
Services as they take a closer look at
customer’s reception to this approach
and reveal keys to successfully selling
during service calls into call centers. Maddy and Rich will also present
research results from a recent Maritz
Research poll revealing the vital role
customer service plays in this equation.
Setting the Stage
In its inception, the move to selling
through the service channel was rather
clumsily implemented. Everyone has a
horror story to share when it comes to a
customer experience in the call center,
and oftentimes, that experience includes
a hard sell effort in lieu of actually
solving the problem that generated the
call.
The learning curve has been challenging,
especially in the early adopter sectors.
In addition, in today’s environment of
networked social communication (online),
one bad customer experience can
influence an untold number of current
and future customers. The downside to
faulty implementation can be disabling
to a brand.
Even considering the missteps and the
potential downside, any and all contact
with a customer is viewed as an
opportunity to connect, across multiple
sectors. In addition to improving
profitability in what was once thought
of as merely a cost center, there are
many benefits to the evolving model.
Companies cite lower customer
acquisition costs, expanded
relationships, greater barriers to
switching, improved & deepened customer
loyalty, and interestingly enough,
enhanced employee satisfaction by
driving sales through the call center
service channel.
This program is appropriate for senior
financial executives with responsibility
for Customer Service, Call Centers, Product Development,
Market Research and Strategy Teams.
About Rich Brose:
As Director, Research Consulting,
Financial Services Research Group at
Maritz Research, Rich applies his 25
years of marketing research experience
in the Financial Services industry to
bring an industry perspective to
research studies. He collaborates with
the team, ensuring that research is
designed to produce actionable insights
that address the client's underlying
business problems and provide a solid
foundation for recommendations.
Rich spent 14 years in research
positions with PNC Financial Services.
Most recently, he led PNC's marketing
research team responsible for the retail
banking, small business, investment,
wealth management, and commercial
banking lines of business as Director,
Strategic Marketing Research. He managed
research relating to branding,
segmentation, and new product
development, as well as the ongoing
customer and employee satisfaction and
loyalty measurement programs. Formerly,
Rich held various marketing research and
strategic planning positions with
Westinghouse Credit Corporation.
Rich earned his M.B.A. with a focus on
marketing from the University of
Pittsburgh. He graduated from the
University of Pittsburgh with a B.A. in
Economics, while also fulfilling the
requirements for a B.S. in Psychology.
About
Maritz:
Leading with insights from our in-house
research and experience, we assist many
of the world’s largest companies in
meeting their most important business
goals. How? We help our clients
understand, enable and motivate their
employees, customers and partners.
With nearly 4,000 people in 4 countries,
we bring the full force of our
capabilities to each of our client’s
challenges, including:
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Market research
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Sales incentives
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Learning and coaching
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Rewards and recognition
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Meetings, events and incentive
travel
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Loyalty marketing
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Experiential marketing
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Sponsorship marketing
Maritz delivers unprecedented results in
unexpected ways. Through people.
People can contribute much more to your
mission, your business, and your bottom
line than you realize. Maritz knows how
to harness that untapped human
potential. We help you understand,
enable and motivate all the people who
touch your business: customers, channel
partners and employees.
One of Forbes’ “500 Largest Privately
Held Companies,” Maritz is headquartered
in St. Louis, Missouri, with key offices
in the US, Canada, the UK, and Germany.
Our diverse client roster includes 28 of
the 50 largest companies in the world.
www.Maritz.com
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