Creating Innovative Customer Intercept Through Direct Mail CD/ROM Campaign for an Entrepreneurial Small Firm

Peggy Chaudhry

Abstract


The principal purpose of this study was to provide a synopsis of innovative CRM concepts that can assist a small entrepreneurial design firm develop a process to effectively communicate with its customers through a CD/ROM direct mail campaign. We discuss using multiple communication channels, building loyalty, establishing customer retention tactics and changing service offers to forge better client relationships for this commercial design firm. A synopsis of the learning curve associated with the development of the CD/ROM direct mail campaign is given in context of developing the visual presentation, coordinating the technical programming, and designing the packaging for this novel customer intercept technique.


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 University of Houston-Clear Lake