Banks now realize they need to transform their approach from a product-centric focus to a more customer-centric view in order to have more success. Making relevant product offers is key to building successful customer relationships and maintaining a competitive edge. A customer-centric cross-sell approach is built on three principles: Better customer insight Analytics to translate data into intelligent product offers Optimizing business processes The Equifax offer management solution leverages data, analytics and software to rank order the next best offer for every customer interaction. The evolution of cross-sell gets back to the basic '4P's' of marketing: product, price, promotion, and place. A best practices offer management strategy will offer consumers the right product at the right price, and allow front-line employees, in every channel, to clearly communicate the value proposition around why this is the best offer at this time. The fruits of a customer-centric cross-sell program include higher acceptance rates, greater share of wallet, and happier customers.