understand customer engagement A 2016 study of businesses selling a range of products in the United States found that only 12% were able to successfully upsell or cross sell to new customers. Further, it was found that some 75% of businesses surveyed did not know what ‘customer engagement’ means. They almost certainly knew the importance […]

understand customer engagement A 2016 study of businesses selling a range of products in the United States found that only 12% were able to successfully upsell or cross sell to new customers. Further, it was found that some 75% of businesses surveyed did not know what ‘customer engagement’ means. They almost certainly knew the importance of upselling and cross selling, but, for whatever reason, were not at all proficient at it. They might have known that customer engagement is important, but they did not know what it meant. This got me to thinking about the frequency with which shop assistants have asked me, if there is anything else, let alone tried to cross sell. It also got me to thinking about all the money businesses spend to attract a customer, and then the very limited focus on conversion and average sale per customer. In the past week, I have visited…