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Cross-Sell Myths and Traps

At a time of frustration in relationship expansion, much of the blockage stems from flawed assumptions about customer needs categories and the stages of cross-sell. As customer acquisition rates have plummeted, cross-sell success has increasingly become a swing factor in retail bank performance. Banks simply need to capture as much share of their customers’ wallets as possible. However, the quest to build revenues by selling more to current customers often manifests itself in very customer-unfriendly campaigns, product-oriented and fragmented on a channel-by-channel basis. All too often, the wrong things are presented at the wrong time, even the wrong place, representing ...

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