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

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18.4. Presenting the Offer

Presenting the offer includes all the steps we take to select the details of sending out the offer and preparing to handle the responses.

18.4.1. Selecting Communication and Response Media

Now we decide how we will deliver the message. This delivery decision is based on a number of different factors that must be prioritized for each project. These factors influence the anticipated return on investment from the project because they affect either the cost of delivering the offer or the likelihood that the offer will generate a positive response, or both. For example:

  • Cost per contact

  • Volume of contacts

  • Appropriateness to message

  • Appropriateness to customer

  • Availability of medium

Media selection can be based on matching these ...

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