New research is showing that today’s consumers are smarter than ever, and as such, are demanding more from the companies they do business with. The conundrum is that those companies may not even be aware when they’re falling short, and might be losing business in the process.
That’s the message garnered from a recent survey by Forrester (News - Alert) Consulting, commissioned by Fusion, a leader in optimizing customer experiences. It’s a tale that call center managers might want to keep in mind to enhance their own customers’ experiences.
“The Forrester Consulting study queried 159 U.S. and U.K. decision-makers with responsibility for ancillary products businesses, [and] it found an interesting paradox,” Fusion said. “More than half consider ancillary sales revenue to be a key goal, but most lack the sophistication on their websites to realize the revenue potential that can be generated with targeted and customized ancillary offerings. In a related finding, Forrester reported that very few respondents are using a detailed customer profile for ancillary sales targeting. Instead, generic offers are presented to all customers, or are related to products in their shopping cart.”
What that means is that most companies are missing out on an opportunity to up-sell, because they’re offering a one-size-fits-all approach. But consumers want more.
“Research clearly demonstrated that businesses will find much greater success in online ancillary sales if they create a unique and dynamic experience for the customer,” Fusion noted. “With the maturation of Web-based technology and the rise of social media channels, customers have been empowered to expect a highly personalized interaction at every website they visit.”
To help respond positively to consumers’ desires, Fusion recommends that sales decision-makers should:
- Know the customers and what they are likely to buy;
- Acquire ancillary products that are tailored to the customers' impulsive needs;
- Consider working with partners or vendors to optimize sales and ease the burden of fulfillment;
- Place ancillary offers on the same Web page as the purchase path to create more ease and convenience.
"This data unquestionably points to a sector that's ripe for additional revenue growth, but only if it's done strategically," said Fusion President Bob Dufour. "Ancillary sales excellence can help both new and established companies improve their revenues online, enhance the customer experience and deepen their relationship with their consumers.
The full findings of the report can be found at Fusion.com
Edited by Maurice Nagle