Page 173 -
P. 173
Mastering Information across Economic Cycles 163
Reduction in Mailings w/Increased Response Rate 5%
45
40
35 4%
30
3%
25
Mailed
20 Solicitations
2%
15
Mail/customer/year
Response Rate
10
1%
5
0 0%
Before Mastery
Road to Mastery
Figure 7.8
Mastery and Cross Sell
18%
16%
14%
12%
10%
Conversion
8%
6%
4%
2%
0% Road to Mastery
Non-Master
Figure 7.9
Before beginning the road to mastery, many organizations
had the opportunity to cross-sell many products and services
but lacked the information to do so. Even if they obtained
the information, other missing elements of information com-
petency such as cross-business-unit cooperation and incen-
tives kept these very proļ¬table initiatives from ever being
launched.
