Elements and Performance Criteria
- Design offer components
- Test direct response offers
- Provide customers with a range of direct response offer options
- Provide vehicles for customers to provide feedback on direct response offer options
- Analyse customer responses to test offers and follow-up if appropriate
- Modify products or services being offered based on customer feedback provided
- Ensure offer option selected matches organisational marketing objectives and solves marketing problems
- Match supporting material requirements to type of direct marketing sale
- Select offer pricing structure
- Determine and design required customer service levels
- Design process that ensures accepted offers are fulfilled promptly
- Develop procedures to ensure prompt answers to queries and complaints regarding product or service
- Ensure access to instant, accurate information about status of delivery of products or services and customer accounts, including after-hours, to provide enhanced customer service