While 97 percent of executives agree that customer
experience is critical to success, less than half (just 40 percent) of those
same executives have customer experience initiatives in progress – and not even
sophisticated programs at that. We’ve found that “customer experience” is too
vague and unable to be broken into specific steps, leaving marketing, IT and
customer service departments unable to achieve much.
To combat that issue, preference management provides an
actionable plan for customer engagement. Preference management, the active
collection, maintenance and distribution of unique customer characteristics
such as product interest, channel preference and frequency of communication is
the best way to execute consumer engagement strategies on an enterprise level.
Preference management can drive personalization, privacy, and two-way
In the following weeks, we’ll continue to roll out videos to
guide you through making the case for preference management. If you haven’t yet
explored our Resource Center, you can download the Making the Case for Preference Management whitepaper here.
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.