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Connecting the Customer on Every Channel


We previously wrote about how United Airlines put an iPhone 6 Plus in the hands of every flight attendant, making personal, seamless attention possible for flyers. At the time, the in-flight experience was enhanced by flight attendants having your details at their fingertips – loyalty status, name, itinerary. Tied together those bits of information allowed for faster, more personal service, like alerts about missed connections or potential upgrades.

Well now the airline is doubling down on connectivity by giving the smartphones to customer service reps on the ground. United is banking on the fact that hyperconnected agents in terminals can outpace the commonplace kiosks in terminal lobbies. When customers need to check in, make last-minute flight changes, or deal with more complex issues than a kiosk could address, mobile customer service reps will be at the ready.

For travelers, this means reservations, personal information, and options for flight experiences are accessible before they even board the jet and in ways that the airline’s app can’t automate either. But because United’s channels are increasing, it’s another example of why it’s more imperative than ever to use preference management to ensure seamless communications. Preference management, the active collection, maintenance and distribution of unique consumer characteristics, such as product interest, channel preference and frequency of communication, make it possible for to meet customers’ expectations of receiving omnichannel recognition.

Say you’re about to check in in for a multi-leg flight that’s delayed due to weather, and because of quickly changing conditions on the ground, your app alerts you to the anticipated time change as you arrive at the airport. Now imagine that the airline has figured out another way to re-route you to your final destination on a faster connection that avoids a snowy layover. If your communication preferences allow it, the app could prompt you to begin the process for a potential reschedule, handing you off to the customer service rep in the terminal for completion.

While enterprises continue to add touchpoints and technology to their communications infrastructure, customers will only continue to win if the channels are connected to each other. Is your customer journey primed to offer a fully connected experience, or is it just a bunch of missed connections? 




About the Author: 
Eric V. Holtzclaw is  Chief Strategist  of PossibleNOW. He's a researcher, writer, serial entrepreneur and challenger-of-conventional wisdom. His book with Wiley Publishing on consumer behavior - Laddering: Unlocking the Potential of Consumer Behavior - hit bookstores last summer. Eric helps strategically guide companies with the implementation of enterprise-wide preference management solutions.



Follow me on Twitter: @eholtzclaw | Connect on LinkedIn: Eric Holtzclaw

Preference Collection Best Practices: Design & Functionality of Collection Interfaces

Preference Management Video Series

When it’s time to conceive of the ways to present a preference collection interface, it’s important to consider what your customers will want to get out of it. By keeping customer-centric details at the forefront, the opt-in process can be timely, convenient, and branded.

In this short video, Elliott Brown discusses some of the recommendations for design and functionality of preference collection centers.

First, by defining the value of your communications, you reassure customers that you will be offering quality, timely information to them. And second, providing communication options that fit their needs proves that you respect their time and that you offer value no matter the channel or frequency. Third, make it clear that customers are joining a conversation, not a monologue – feedback patterns make it clear that your company offers experiences that meet customers’ changing needs.

Watch the video to learn more ways to design your collection interface that engage your customers, simplify their experience and elevate your brand.


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. 

Follow me on Twitter: @EricTejeda | Connect on LinkedIn: Eric Tejeda

A Small Moment Is a Big Deal


The other day I was on grocery-store duty, picking up some dinner items and restocking the usuals. I happened to be in the aisle with baby food and toddler necessities and spotted a young mom near a branded sign indicating new items had been introduced at this store. She had the new item in one hand and her phone in the other – I could tell her interest was piqued and she had grabbed her phone to find information on the brand.

Since women make the vast majority of purchasing decisions, and choosing products for infants is a crucially important decision, I recognized the moment likely marked the beginning of her customer journey. Right there in the grocery store aisle and on her phone, she might find something she liked, add it to her cart, and continue to purchase and interact with the brand.

Survey after survey continues to show that modern shoppers are constantly looking to connect on their own terms. Reading up on new 4K TVs before bed, comparing car reviews on your lunch break or, like this woman, seeking out an omnichannel experience in the midst of a shopping decision.

Those opportunities for connection come up in what Google terms “micro-moments,” that instinctual and immediate need for information wherein we grab our smartphones to check in with the world wide web.

People who use a mobile device for research in those moments are primed to make a purchase. We know that. But how vast is that phenomenon? Ninety-three percent of people who do mobile research make it to the checkout line. That’s incredible.

I didn’t need this woman in the grocery store to tell me that our purchases are shaped by access to and experience with information in those micro-moments. I already know that addressing a full spectrum of customers’ needs means they can depend on you, prompting loyalty.


Preference management, the active collection, maintenance and distribution of unique consumer characteristics, such as product interest, communication channel preference and frequency of communication, should be your brand’s baseline for communicating with those customers seeking connection. By listening to their wants and anticipating their needs, you position your brand to be the first stop in the midst of those micro-moments. A prepared, involved and engaged customer is a happy one. And a happy customer returns again and again, presumably to buy the rest of baby food flavors. 






Rob Tate
As Vice President of Sales, Rob is responsible for growing the client base and market share and helping his sales team achieve their goals. He also develops partnership opportunities and industry relationships. Rob focuses on generating consistent results, utilizing sales and opportunity management tools and implementing best-of-class sales methodologies all of which have enabled him to build a scalable sales organization. He continually studies how metrics, leadership, culture, and innovation drive business value in the SaaS and marketing automation fields.

ICYMI: Preferences, Privacy and Personalization in the News

Apps to Manage Passwords So They Are Harder to Crack Than 'Password'

Yet another study reiterates that the average password is easy enough for a hacker, or in some cases, a child, to crack. The series "123456" was even a high-frequency password, meaning that more people should be using password managers-an app that requires a single master password to unlock other randomized versions. Users may want to compare apps to meet their preferences for usage. Click here to read more.

Coors Light Is Offering Neighborhood-Specific Mobile Music to New Yorkers

Beverage titan MillerCoors will partner with music-identification app Shazam and out-of-home marketing vendor Intersection to synchronize location-based data on what songs are popular in specific NYC neighborhoods. Kiosks will then offer street-specific playlists of 10 songs, refreshed every 15 minutes, for passersby when they open the Shazam app. Click here to read more.

Canvs Raises $5.6M To Help TV Networks Track Viewers' Emotions

A new company aims to measure consumers' emotions on social media, leveraging the information for TV networks, media agencies and more to measure audience response. Rather than noting how many watched, data will show how those who did felt about it. The technology can sort out nuances of language using slang, emojis and even misspellings. Click here to read more.

Amazon brings its Prime Now restaurant delivery service to Chicago

Amazon Prime members in Chicago join fellow members in Los Angeles, Austin, Portland and Seattle, who can get one-hour and two-hour deliveries on a variety of items, including restaurants. The retail giant leverages its logistics arm to offer delivery from local eateries' menus to 18 zip codes. The restaurant delivery option is expected to continue expanding to more U.S. cities. Click here to read more.






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. 

Follow me on Twitter: @EricTejeda | Connect on LinkedIn: Eric Tejeda

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