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Customer Relationship Management: Getting It Right! by Judith W. Kincaid

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5.5. Taking It to Your Customers

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.

5.5.1. The Process to Take It to Your Customers

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.

Table 5-4. Deliver Customer Offer: Steps
StepPurposeParticipants
Design the offerMaximize offer return on investment Optimize expected ...

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