I’m a senior executive at a major national retail bank. With all the negative publicity about cross-selling in banks last year, we sense the climate is shifting. Should we shift, too? We've always tried promoting multiple products to the same group of customers because we think it leads to greater loyalty and lower selling costs. Why shouldn't a powerful brand try to capture every part of a customer’s business, including their insurance, home equity loans, wealth management, and checking accounts? What’s wrong with cross-selling as a strategy, and where would you go from here?
—Sleepless on Wall Street
by Ken Favaro, read more in www.strategy-business.com