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Jake Fowler

From Cross-Selling to Cross-Buying Pull-based Approaches to Increase Multi-Product Holdings


David Chung, Director at Simon-Kucher & Partners
Matthew Jackson, Director at Simon-Kucher & Partners


In this session we will learn how to reframe our marketing efforts and digital channels for pull-based revenue engagement. Discover how offer-presentment techniques including bundling design, choice architecture and gamification can lead to multi-product holdings. Learn how to encourage customers to self-identify needs and enter voluntarily into deeper engagement, all without the need to deliberately push or cross-sell. In addition to a detailed implementation framework, attendees will leave this session with the tools to identify the point of diminishing returns on rewards where it begins to only marginally increase product holdings; the price-sensitivities of target client segments, and their appetites for bundling and preferred rewards. Explore the latest approaches that effectively nudge clients towards a 3-product relationship and deeper engagement. Most banks think of their digital channels as a process improvement or cost-cutting opportunity, when it represents an opportunity for deeper revenue engagement that can reduce single product holdings.


  1. Proven offer presentment techniques that lead to multi-product holdings
  2. Pull-based cross-selling approaches
  3. Uncovering bundling appetites, price sensitivities and preferred rewards


  1. Framework and tools to implement a pull-based approach at your bank
  2. Proven techniques that increase multi-product holdings
  3. How to transform digital channels into a revenue engagement tool

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David Chung

Partner, Simon-Kucher & Partners

David Chung is a partner at consultancy Simon-Kucher & Partners. David is an expert in developing B2B product and pricing strategies, product portfolios, price models, value communication, and B2B negotiation strategies for banks and financial institutions. David received an MBA from Duke University Fuqua School in Business specializing in Marketing Strategy and Finance, and a BS in Chemical Engineering & Economics from Columbia University in the City of New York.

Matthew Jackson

Director, Simon-Kucher & Partners

Matthew Jackson is a Director in Simon-Kucher & Partners New York office and focusses on the psychological aspects of proposition design, pricing and value communication. He has delivered projects in digital presentment and gamification in the US, Europe, and the Middle East, and published numerous articles in the field. Matthew studied at Oxford University where he majored in Classics, and is a CFA charterholder.

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