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You say to-may-to, I say to-mah-to: preferences matter, even when they come in a can

 Friday’s Wall Street Journal offered article that clearly (and colorfully) demonstrated an inescapable truth: your customers expect products and services that honor their unique preferences. Red Gold, the largest U.S. producer of canned tomatoes, organizes their products under regional sub-brands with specific ingredients designed to reflect the tastes of their customers. Crushed tomatoes with basil for the Northeast, diced tomatoes for Southern Florida and the Midwest and diced tomatoes with green chilies for the Southwest. Different label designs, different brand identities, very different flavors.


MyPreferences - Preferences Matter


It’s a funny example and one that forced me to consider my own preferences (green chilies? No thank you). But the deeper lesson is no laughing matter. Red Gold has found success through listening to and learning from their customers and delivering a product that is tailored to their preferences. Good for them and thanks to Sarah Nussauer at WSJ for the interesting report.


Wall Street Journal: http://goo.gl/t9UHZ





About the Author: 
Scott Frey is the CEO of PossibleNOW and CompliancePoint. Scott leads the strategic mission to maintain its leadership position in global direct marketing compliance by closely monitoring changes in consumer privacy legislation, industry trends, and delivering innovative products and services to meet client’s needs.
 Follow me on Twitter: @ScottFreyPN | Connect on LinkedIn: Scott Frey 

We all agree - now what?


Oracle recently surveyed more than 1,300 senior executives on customer experience and the results were revealing. The "Global Insights on Succeeding in the Customer Experience Era" report found that:

  • 97 percent agree that customer experience is critical to success 
  • 93 percent have made it a top-three priority over the next two years
  • Only 37 percent have customer experience initiatives in progress  
  • Only 20 percent consider their programs to be advanced

It should come as no surprise that respondents pointed to siloed systems and fragmented customer data as one of the primary obstacles to advanced customer experience initiatives. When organizations can’t effectively share or collectively interpret full-spectrum customer data, they can’t implement customer experience programming with confidence.   

Ultimately, the survey confirmed what I’ve known for a long time – it’s important, it’s a priority, but brands struggle with implementation (in part) because of technology that can’t deliver what they need. So the real question facing these senior executives is: buy or build? 

Oracle study: http://goo.gl/wHvYA 



About the Author: 
Scott Frey is the CEO of PossibleNOW and CompliancePoint. Scott leads the strategic mission to maintain its leadership position in global direct marketing compliance by closely monitoring changes in consumer privacy legislation, industry trends, and delivering innovative products and services to meet client’s needs.
 Follow me on Twitter: @ScottFreyPN | Connect on LinkedIn: Scott Frey 

Be trustworthy. Be different.


By now, I’m sure you’ve seen the statistic: according to Forrester Research, a whopping 32 percent of online consumers trust a stranger’s opinion on public forums or blogs more than they trust branded advertisements and marketing collateral. Over the past few weeks, it’s been published, republished, pontificated on and generally beaten to death throughout marketing media.

The vast majority of opinion on the stat is resolutely negative. Many see it as confirmation of the inevitable erosion of trust between consumers and the companies hoping to serve them – proof that brands need to shift resources into social media and adopt practices that assume a trust gap exists between the two parties.

While there is some truth in that, I see it as an opportunity. Brands should take the stat as a challenge and focus on building trust by listening to consumers and honoring their privacy and preferences. The brands that get it right – the exceptions to the trend – will stand out and succeed. 

 






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About the Author: 
Eric Tejeda is the Director of Product Marketing for PossibleNOW and CompliancePoint. Eric supports the organization’s growth objectives by productizing and launching innovative new products and services that fill critical needs in the marketplace. 

With 25 years of experience, Eric firmly believes that permission-based marketing and preference management is a mega trend and the path to success for marketers today. 

              Follow me on Twitter: @EricTejeda | Connect on LinkedIn: Eric Tejeda 

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