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To sell or not to sell: determining the tradeoffs between service and sales in retail banking phone centers

Author: Harker, P. T. ; Aksin, O. ZeynepINSEAD Area: Technology and Operations Management Series: Working Paper ; 97/58/TM Publisher: Fontainebleau : INSEAD, 1997.Language: EnglishDescription: 34 p.Type of document: INSEAD Working Paper Online Access: Click here Abstract: This paper explores the tradeoffs between service and sales in phone ceter operations in retail banking and develops an analytical approach to quantify the costs and benefits of moving toward a sales-focused operation. Empirical evidence from retail banking call centers is provided along with numerical example demonstrating the use of the analytical approach in the context of one major retail banking call center. It is shown that in addition to its visible costs like training and technology to build support systems for sales activities cross-selling can have detrimental effects on customer service due to the additional load it creates on the system. It is furthermore demonstrated that designing the right process and adopting human resource practices that support this design are critical in determing the success of a cross-sell program
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This paper explores the tradeoffs between service and sales in phone ceter operations in retail banking and develops an analytical approach to quantify the costs and benefits of moving toward a sales-focused operation. Empirical evidence from retail banking call centers is provided along with numerical example demonstrating the use of the analytical approach in the context of one major retail banking call center. It is shown that in addition to its visible costs like training and technology to build support systems for sales activities cross-selling can have detrimental effects on customer service due to the additional load it creates on the system. It is furthermore demonstrated that designing the right process and adopting human resource practices that support this design are critical in determing the success of a cross-sell program

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