Converting Service Calls Into Sales with Real-Time Offer Management

CONVERTING SERVICE CALLS INTO SALES
WITH REAL-TIME OFFER MANAGEMENT
INCREASING REVENUES AND RETAINING CUSTOMERS
IN SERVICE-INTENSIVE COMPANIES
White PaperSAP Customer Relationship Management
01_23437_WP_Real_Time_Offer_us.indd 1 11.01.2008 13:08:33 Uhr01_23437_WP_Real_Time_Offer_us.indd 2 11.01.2008 13:08:33 UhrCONTENT
4 Right Offer, Right Channel, 9 Best Practices: Maximize Right Time Business Value with Continu-ously Improving Offers 5 Outbound Versus Inbound 9 Make Effective Offers Marketing - Alternatives for 9 Adapt to Various ChannelsOffer Presentation 10 Learn from Interactions and 5 Outbound Marketing Approaches: Track PerformanceIssues with Effectiveness 5 A Focus on Inbound Interactions 11 An Integrated Approach - 6 Deploying Real-Time Offer Improving End-to-End Management - For More Offer-Related ProcessesEffective Interactions 11 SAP Real-Time Offer Management Software 7 Opportunities and Challenges of Real-Time Offer Management 7 Improving Competitiveness, Performance, and Brand Equity 7 Securing Useful and Accurate Customer Data 7 Change Management - Helping Service Agents Sell 8 Proving That Business Value Was Achieved
Overview
With response rates to traditional direct marketing dropping, companies in service-intensive industries are taking a new tack. Banks, utilities, retailers, and the like are taking advantage of incoming calls and Web visits to make offers to existing customers. Using real-time offer management applications, these companies can leverage the customer information that exists in their own databases. They can learn from inbound interactions, adapt based on customer responses, and immediately refine the offer for the next customer. As a result, offers are more likely to result in sales, and companies can continually improve customer satisfaction, market share, and profitable growth.
01_23437_WP_Real_Time_Offer_us.indd 3 11.01.2008 13:08:33 UhrRIGHT OFFER, RIGHT CHANNEL,
RIGHT TIME
INCREASING CUSTOMERS'
PROPENSITY TO BUY
Achieving sustainable success in selling a product or a service is quite straightforward. A company should present the right offer to the right customer via the right channel - and at the right time. By consistently presenting offers that satisfy these conditions, companies will increase the propensity of their customers to buy.
Of course, it's not really that simple. By enabling employees to take the most But service-intensive firms - tele- appropriate next action to enhance By enabling employees communications companies, utilities, customer relationships, this offer man-banks, insurance companies, and agement process can help marketing to take the most appro-retailers, for instance - are finding that organizations achieve the customer priate next action to they can increasingly make the right attention they seek. Moreover, it can offers, through customer-selected transform the cost-center nature of call enhance customer channels, in real time. Thereby, they centers focused on service centers to r elationships, this offer can heighten their customers' incli- profit centers contributing to the bottom nation to purchase their goods line. management process and services. can help marketing In the face of rising global competition, These firms are doing this by focusing service-intensive firms should try to o rganizations achieve on inbound interactions that the customer make the best of every interaction. the customer attention initiates via an interaction center or Real-time offer management in inbound the Web and leveraging the customer service channels does that by leveraging they seek. Moreover, it information that exists in their own already-existing customer-facing medi- can transform service databases. This real-time offer manage- ums. This approach allows companies ment process thus provides an oppor- to connect with customers in a personal centers to profit centers tunity for enormous revenue generation way, establish a durable trust, and posi- contributing to the for service-intensive firms. In fact, real- tion well for attaining continual improve-time offer management has been ments in customer satisfaction and b ottom line.shown to have significantly greater long-term, profitable growth.res ponse rates for cross-sell and up-sell offers than with traditional outbound d... [download for more]