How an online retail company was able to improve their sales conversion using MK's extensive data analysis and increased their topline revenue by $500K/year
5. 5
• 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:
6. Analytical Synopsis
6
Recommendations
Return on Investment
Objection Handling
Rebuttal Analysis Agent Behavior Analysis
Sales Performance Study
Main Offer Down Sell Last Resort Up Sell Cross Sell
Data Analytics
Volume Analysis
8. Overall Synopsis
8
• 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
10. Volume Analysis
10
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
53%
18%
Main Offer Dow
29%
53%
18%
Main Offer Downsell Last Reso
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
12. Main Offer
12
• 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%
13. Down Sell
13
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
14. Auto-shipment
14
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
16. Objection Handling
16
• 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
17. 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
18. Pushy Sales
90%
10%
Normal Sales Pushy Sales
90%
10%
Normal Sales Pushy Sales
74%
26%
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
CustomerExperience
19. 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
19
