O'Reilly logo

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

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

18.1. Delivering the Offer

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.

Table 18-1. Deliver Customer Offer: Steps
StepPurposeParticipants ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required