After unrolling preference management at multiple touchpoints, you will be collecting consumer information at a variety of places that can speak to customers' preferences at different interaction levels. Gathering this information allows you to begin to map the scope of the customer journey. But to best assess this data, you should be centralizing it. Creating a repository not subject to silos means that information can be accessed across the enterprise and ensures that you can create a single view of the customer - streamlining their experience and eliminating contradictions and frustrations.
In this video, Eric Holtzclaw discusses the benefits of centralized data, which can also enhance compliance efforts by maintaining a complete record and facilitating quick responses to inquiries and complaints. Eric also shares one of our client stories that illustrates the way that a lack of precaution can complicate customer data: A leading satellite radio service discovered that customer preferences were being captured and stored in disconnected systems that ranged from their website and contact center to spreadsheets and marketing lists. Fortunately the company was able to undertake an intensive assessment to determine what data was actionable while we were able to step in and act as their central repository. While a lack of data management created a complicated problem, the power of preference management gave us the solutions to set forth on a clear and compliant path.
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.