Capturing these opportunities is critical to the success of many companies today. The key to appropriate cross sell and up-sell is that ability to understand the customer. Most call centers are still measuring agents by highly quantitative measures such as talk time or handle time only. This negates the incentive of the agent to spend time with the customer to learn from them and document their record with valuable information. In fact most call centers will tell you that they capture little to no customer data during the call and few call centers find time to proactively follow up with customers after the initial contact - even though the customer may be a highly qualified prospect for up selling and cross-selling.