Once you've rolled out preference management within your company and demonstrated the value of the program, the next move is to expand to additional touchpoints. After all, the goal of preference management is to capture consumer information from places like call centers, social media and mobile devices, email and online, in order to fully react to the preferences of consumers among varying interaction levels. Collecting preferences along a spectrum of prospect and customer interactions will ensure you have a full scope of the customer and their journey.
In this video, Robert Galop talks with Elliott Brown, a strategist, and Laura Deemer, from client services, about meeting customers and business partners where they are with a consistent brand. The touchpoints you should consider range from acquisition marketing to prospects, customer support, the company’s website services and functions, ongoing account services, in-store and point-of-sale, in addition to continually emerging channels. See if they touch on opportunities that you should investigate for additional ways you can apply preference management.
In the following weeks, we’ll continue to roll out videos to guide you through the implementation of preference management. If you haven’t yet explored our Resource Center, you can download the Implementation of 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.