sales improvement - online retail company
TRANSCRIPT
MK Consulting Services
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Service Overview
SALES & CUSTOMER EXPERIENCE PROJECT
4
Objective & Methodology
Overall Synopsis
Data Analytics
Sales Performance
Objection & Rebuttal Study
Agent Behavior Analysis
Recommendations
Content
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• Brainstorming on attributes of success based on experience, best practices and listening
• Development of data capture form
• Listening to sample of 750 (Order & Non Order Calls)
• Call and data analytics to identify sales opportunities for main product & up sells
• Consolidation of findings and share recommendations
To provide actionable insight based on sales opportunities for a healthcare company
Order and Non-order calls for Product1 (60%), Product2 (30%) and Product3 (10%)
Objective:
Scope:
Objective & Methodology
Methodology:
Analytical Synopsis
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RecommendationsReturn on Investment
Objection HandlingRebuttal Analysis Agent Behavior Analysis
Sales Performance StudyMain Offer Down Sell Last Resort Up Sell Cross Sell
Data AnalyticsVolume Analysis
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Overall Synopsis
Overall Synopsis
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• Overall Sales performance – 98% (Any one of the offers is accepted)
• Product1 – 99%
• Product2 – 98%
• Product3 – 92%
• Rebuttal is offered on 62% of the calls where objection was raised on main sale offer
• Agents do not offer upsell on 4% Calls where main sale have been accepted
• Upsell is accepted on 23% of the calls (when offered)
• Auto shipment is offered on 97% of the calls & acceptance rate is 45%
• Overall Customer Experience is at 91% (Good & Average)
• Agents sounded pushy on 10% of the calls
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Data Analytics
Volume Analysis
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98%
2%
Order Calls Non Order Calls
99% 98% 92%
Overall Sales
• Volume of Product1 was kept at 60%, Product2 at 30% & Product3 at 10%• Overall Sales is at 98% and lowest sales conversion is for Product3 at 92%
Volume
Sales Conversion
29%
53%
18%
Main Offer Downsell Last Resort
29%
53%
18%
Main Offer Downsell Last Resort29%
53%
18%
Main Offer Downsell Last Resort
29%
53%
18%
Main Offer Downsell Last Resort
Last Resort & Down sell are the direct opportunities to be converted in ‘Main Offer’
60%
30%
10%
OmegaQ Probiotic Advantage
TrilaneProduct 1 Product 2 Product 3
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Sales Performance Study
Main Offer
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• Main offer wasn’t offered on 2% of overall calls• All the objections are not being handled through rebuttals. There is a 37% opportunity on overall
calls
Product1
Product2
Product3
Offered
98%
97%
99%
85%
87%
66%
Objection Rebuttal
64%
59%
65%
28%
15%
40%
Accepted
Enterprise 98% 2% 84%63% 25%
Opportunity 1 Opportunity 2
37% 0%
Down Sell
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Product1
Product2
Product3
Offered Objection Rebuttal Accepted
Enterprise 92%
96%
87%
76%
22%
18%
27%
32%
54%
51%
60%
50%
19%
18%
20%
20%
92% 8%
Opportunity 3 Opportunity 4
• Main offer wasn’t offered on 8% of overall calls• All the objections are not handled through rebuttals. There is a 46% opportunity on overall calls
Auto-shipment
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Product1
Product2
Product3
Offered Objection Rebuttal Accepted
Enterprise 96%
97%
95%
95%
79%
79%
78%
80%
81%
85%
73%
82%
37%
39%
33%
34%
• Autoshipment wasn’t offered on 4% of overall calls• All the objections are not being handled through rebuttals. There is a 19% opportunity on
overall calls
Opportunity 10Opportunity 9
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Objection Handling & Agent Behavior Analysis
Objection Handling
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• Agents couldn’t find the exact objection on 43% of the times to decide the appropriate rebuttal• ‘Discussing the Benefits’ pertaining to Finance and Product is the most successful rebuttal
0% 37% 20% 28% 13%Success
Opportunity 15
Behavior Analysis
• Major opportunity areas – ‘Interrupting the Customer’, ‘Pushing the Sales’, ‘Pace of the Call’ & ‘Confidence’
• Agent follow hold procedures on 64% of the times (on 2% overall applicable cases)
Opportunity 16
10%
10%
8%
6%
4%
2%
1%
Interrupting the Customer
Pushy Sales
Rushing the Call
Low Confidence Level
Call Control Defects
Ownership Defects
Casual Language/Tone
Pushy Sales
90%
10%
Normal Sales Pushy Sales
90%
10%
Normal Sales Pushy Sales
74%
26%
Normal Sales Pushy Sales
74%
26%
Level 1 (Border line) Level 2 (Extreme Cases)
74%
26%
Level 1 (Border line) Level 2 (Extreme Cases)
• Majority of Non Converted Sales include ‘Customer Irritations’ & ‘Rudeness’
• Customers hung up on 1.5% of total calls because of irritation and anger
25% 66% 9%
29%
71%
93%
7%
100%
Good Average Bad
Cu
sto
mer
Exp
eri
ence
Recommendations
• Agents must offer all the offers for all products
• Agents should probe enough to identify the exact objection
• Rebuttals must be offered on all objections
• ‘Explaining Features and Financial benefits’ is the most successful rebuttal
• Offers should be made after understanding the requirements
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