NDLI: Cross-Selling in response to customer-intiated contacts

Content Provider	Springer Nature Link
Author	Heumann, Christian Freudenschuss, Marion v. Wangenheim, Florian Wübben, Markus
Copyright Year	2010
Abstract	Angesichts einer zunehmend erschwerten Zielgruppenerreichbarkeit wird dem Cross-Selling im Kontext von kundeninitiierten Kontakten erhebliches Potenzial beigemessen. Die Forschung hat sich bislang zu wenig mit der Frage beschäftigt, unter welchen Bedingungen zusätzliche Produkte und Dienstleistungen erfolgreich an Bestandskunden verkauft werden können. Insbesondere zu Cross-Selling bei kundeninitiierten Kontakten gibt es kaum Studien.Daher erfolgt in diesem Beitrag erstmals eine empirische Analyse von Metriken im Spannungsfeld zwischen Marketing und Operations Management, welche zur Steuerung von Cross-Selling Initiativen, z. B. im Call Center, herangezogen werden können. Weiterhin werden verhaltensorientierte Konsequenzen in Folge des Cross-Selling betrachtet.Die Ergebnisse zu den Metriken lassen Aussagen zur Signifikanz und Wirkung von Größen des Operations Management gegenüber Größen des Marketing zu. Es wird ein Einfluss von Lösung der Kundenanfrage beim Erstkontakt und dem Grund der Kontaktaufnahme auf den Cross-Selling Erfolg festgestellt. Die Analyse der Verhaltenskonsequenzen zeigt, dass sich die Nutzungsintensität von Kunden unmittelbar nach Erwerb einer Cross-Selling Dienstleistung erhöht, diese aber nach wenigen Wochen wieder auf das Ausgangsniveau zurückfällt. Ausgehend von den Ergebnissen lassen sich für die Praxis Handlungsempfehlungen zur Steuerung von Cross-Selling Initiativen und Steigerung sowie Stabilisierung von Cash-Flows ableiten.Existing research has not sufficiently addressed the question of how to cross-sell additional products and services to customers and what the behavioral consequences of cross-selling are. Moreover, these cross-selling-related questions have not been investigated in the context of customer-initiated contacts.The contribution of the paper is the empirical analysis of metrics which can be used to predict cross-selling success, e.g., in a call-center. The results show that two metrics, namely first contact resolution and reason for contact, significantly predict cross-selling success. Another contribution is the analysis of behavioral consequences. Here the results show that usage intensity significantly increases the time directly after the cross-selling took place but relapses to the original level within a few weeks.The results of the study can be used to derive managerial implications for managing and controlling cross-selling initiatives and for increasing and stabilizing cash-flows.
Starting Page	31
Ending Page	55
Page Count	25
File Format	PDF
ISSN	00442372
Journal	Zeitschrift für Betriebswirtschaft
Volume Number	81
Issue Number	2
e-ISSN	18618928
Language	English
Publisher	SP Gabler Verlag
Publisher Date	2011-03-04
Publisher Place	Wiesbaden
Access Restriction	One Nation One Subscription (ONOS)
Subject Keyword	Customer Interaction Cross-Selling Marketing Operations Management Business/Management Science Production/Logistics Organization/Planning Accounting/Auditing Management/Business for Professionals Personnel Management
Content Type	Text
Resource Type	Article
Subject	Business and International Management Economics and Econometrics

Sl.	Authority	Responsibilities	Communication Details
1	Ministry of Education (GoI), Department of Higher Education	Sanctioning Authority	https://www.education.gov.in/ict-initiatives
2	Indian Institute of Technology Kharagpur	Host Institute of the Project: The host institute of the project is responsible for providing infrastructure support and hosting the project	https://www.iitkgp.ac.in
3	National Digital Library of India Office, Indian Institute of Technology Kharagpur	The administrative and infrastructural headquarters of the project	Dr. B. Sutradhar bsutra@ndl.gov.in
4	Project PI / Joint PI	Principal Investigator and Joint Principal Investigators of the project	Dr. B. Sutradhar bsutra@ndl.gov.in Prof. Saswat Chakrabarti will be added soon
5	Website/Portal (Helpdesk)	Queries regarding NDLI and its services	support@ndl.gov.in
6	Contents and Copyright Issues	Queries related to content curation and copyright issues	content@ndl.gov.in
7	National Digital Library of India Club (NDLI Club)	Queries related to NDLI Club formation, support, user awareness program, seminar/symposium, collaboration, social media, promotion, and outreach	clubsupport@ndl.gov.in
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