PERISH THE PARADOX: USING ANALYTICS TO UNEARTH TRUE INTELLIGENCE IN CUSTOMER INTERACTIONS

摘要

Every year, XYZ Pharmaceuticals receives about 5,000 telephone orders from pharmacies and patient care facilities for medications to treat hypertension. Based on company experience over the past 18 months, XYZ knows that fully one-third of those callers will also inquire about nutritional supplements and home cholesterol tests. On the basis of this intelligence, XYZ's customer service reps discuss the company's nutritional and home testing products whenever they take an order for anti-hypertensives. This "marketing campaign" costs XYZ nothing. But, by cross-selling to a customer segment that has histor- ically demonstrated its interest, this call center-based marketing cam- paign boosts revenue for XYZ nutritionals and home testing products by an overall 25 percent.