Have you ever seen a form like this?
Overwhelming. Annoying. And all the more frustrating because all this organization really needs to know about me to fulfill my request is to ask for my e-mail address and maybe my name.
The answer to this problem: progressive profiling. We were fortunate enough to have our resident customer engagement expert, Chief Strategist Eric Holtzclaw, lead a webinar on the topic and explain why and how to do it. If you missed it, you can still download the presentation here.
Eric explained that marketers often ask for way too much, way too soon. We are overly anxious to get as much information as we can and are worried the customer or prospect will never return to the site or be willing to give us the information we need at a later date. Instead, we need to employ progressive profiling to gradually learn more while protecting the customer relationship.
To learn more, click here to view the webinar.
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.
Labels: customer engagement, customer relationship, marketers, progressive profiling