As flextime,consulting,telecommuting,and downsizing make it more difficult for people to donate blood at the workplace,Canadian Blood Services has launched a CRM marketing campaign to boost awareness and repeat donations.Early in the campaign it went to its listings of previous donors and pulled out those with birthdays in February,March,and April.These donors were sent a birthday card with the greeting,"On the anniversary of your life,would you consider saving another's life?"
-Refer to Blood Services.The card sent by the organization is an example of which of the following?
A) a service message
B) a touch point
C) transformational exchange
D) a predictive campaign

Question

Quizplus · Accepted Answer

The card sent by Canadian Blood Services is an example of a touch point, which refers to any interaction between a customer and a company that creates an opportunity for the company to influence the customer’s perception of the brand or product. The birthday card was a way for the organization to reach out to previous donors and create a positive interaction that could lead to repeat donations.

As Flextime,consulting,telecommuting,and Downsizing Make It More Difficult for People to Donate