we’ve established that preferences are self-reported consumer opinions related
to potential interactions between customer and company, the next consideration
is how you might go about gathering preferences. When consumers opt-in with
their preferences on things like product interest, channel of choice and
frequency of communication, your company will want to be prepared for that
conversation and follow best practices to get best outcomes.
conversation the consumer wants to have with you is a progressive one, that
reflects their evolving interests in what your business has to offer and their
perceptions of what benefits they’ll get in return for sharing their
again, research shows that when you’re looking for consumers to provide
information, they’re more likely to do so when the opt-in method in presented
in context, offers clear benefits, and is easy to understand and complete.
video, Chief Strategist Eric Holtzclaw describes the different ways customers
reveal their preferences and the strategies you can use to leverage the
intersection of consumer and company interests.
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.