Once your preference management program has unrolled and your company understands the power of preferences, it's essential to be sure that everyone is on the same page about what constitutes preferences and how they'll be collected.
We define preferences as self-reported consumer opinions as they relate to interactions between the customer and company on things like product interest, channel of choice and frequency of communication. Furthermore, those preferences are expressly stated by the customer themselves, not mined from profile data, purchase history or demographics. By centralizing the storage of your customers' preferences, you're also able to provide the ability for effective communications between the company and consumer, bypassing typical issues companies experience that have siloed information.
There are three categories we can use to describe the different types of preferences customers will want to share, each of which create actionable information and guide conversations: Contact preferences, product preferences and personal preferences. In this video, Rob Tate, Director of Enterprise Sales, describes the different ways customers might indicate those types of preferences and how you can act on them.
In the following weeks, we'll continue to roll out videos to guide you through the best practices of preference management. If you haven't yet explored our Resource Center, you can download the Preference Collection Best Practices 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.