Where do the opportunities lie? Naturally you are focusing to attract new customers and to offer new product market combinations. However, your existing customer base contains a wealth of cross-selling opportunities, which only up-to-date, correct, complete, and unique data will bring to light.
For the identification of cross selling opportunities among your customers, it is essential to have a single view of those customers. It might be, for instance, that your customer is part of another company and does not have its separate label.
And what about triple play? A large company in the telecom sector does not only sell internet, but also digital TV and explores telephone lines. If you want to be able to offer discount for new products in a company, you need to know who is who and what it is they have.
If you make sure you create the right opportunities, you can keep your revenue high. If you want to do this, it is essential to at least prevent the following:
- Cannibalism
- Wrong mailings (addressing a customer as a prospect)
- High mailing cost (they do not get to the right people)
For more information on the importance of a single customer view and the integration of all customer data please click here to be able to download the white paper on customer data integration.
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