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Centralizing Data to Optimize Preference Management

The fourth of a five-part series about the implementation of preference management

Preference management should be a central repository connected to all departments, units, and appropriate applications. If information isn't easily available across the enterprise, customers will be lost through repetition, contradiction and frustration with a business that doesn't seem to remember what they want and doesn't send them the content they expect and need.

The requirement for a centralized system underlines the need for a truly neutral preference management solution. Native architecture that is incompatible with various CRM systems, ESPs, or contact center management platforms is doomed to failure.

In addition, centralization of prospect and customer data is critical for compliance and risk mitigation. Centralization reduces risk and enhances safe harbor positioning by providing monitoring of critical compliance activities and establishing complete audit records of preference history. Moreover, it facilitates quick responses to inquiries and customer complaints and should improve vendor accountability through process and activity monitoring and alerts.

In short, centralization empowers oversight and allows for organizational governance. According to a recent survey of corporate leaders from Control Risks and the Economist Intelligence Unit, 77 percent of respondents said their IT department had little or no legal knowledge of data transfer issues.

When a leading satellite radio service began a preference management implementation project, its IT department discovered that preferences were being captured and stored in myriad disconnected systems, such as the website, contact center, marketing services, excel spreadsheets and more.

Alarmed by the risk presented by passive possession of so much data, the enterprise pivoted to an intensive process of assessment to determine what was valid and actionable, what was obsolete and what was simply irretrievable. They engaged PossibleNOW to act as that essential central repository, a proven architecture that could connect to their entire roster of stove-piped systems and frameworks.





About the Author: 
Robert Galop is the Senior Director of Product Architecture for PossibleNOW.

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