Remember that for a CRM program, the customer offer is always aimed at generating some kind of response from the targeted customers. We hope to persuade customers to act in a certain way. Persuasion, according to Jay Conger in his book on the topic, is
“Quite simply … to present a message in a way that leads others to support it.”
This response may be anything from buying a product to adopting a new service offering. Naturally, whatever the offer, we want the experience to be positive, improve the relationship, and increase loyalty. The steps to build the offer and get it out the door and into the arms of your targeted customers are outlined in Table 18-1.