It is now time to take your program outside and deliver it to the customers you've targeted.
PHASE 4—DELIVER THE OFFER TO THE CUSTOMER
For the target customer audience, register them for personal web sites, offer information and access about your new online support capability, or run a one-to-one campaign.
Use everything that you've developed for this project (information, process, technology and people) to deliver a successful offer. The steps to get the offer out the door and into the arms of your customers are outlined in Table 5-4.
|Design the offer||Maximize offer return on investment Optimize expected ...|