As a charitable organisation, the Kennel Club was clear that they did not want to develop a 'hard-nosed' sales culture; at the same time, they were aware that they were missing opportunities to promote their wider portfolio of services to their members.
Working with their call-centre teams, Skill4 developed a customer-centric, proactive approach which provided call-centre agents with a skills framework to persuasively share information about additional services while reinforcing the caring nature of the organisation.
