Once your preference center has been operating and your initial data sets provide actionable insight, it might be time to think about course-correcting. Because preference collection is an ongoing process, and a preference center is never really "complete," it’s important to take time to analyze your outcomes and your preference center.
In this short video, Eric Holtzclaw discusses some of the reasons you'd want to consider course-correcting your preference center's content and context to better elicit "the right preference, from the right customers, at the right time."
When looking at data gleaned from preference collections, you should be able to paint a picture of customer behavior and measure against your expectations. Are your opt-outs down? What do your prospects like look now compared to before? If data points don't match up in the ways you expected, take a critical look at interaction layouts to locate any bumps in the road for customers' comprehension or unmet expectations. Another review to undertake is of content – the collected preferences. The complexity of the preference collection interaction may affect consumer behavior – are you asking for too much information? Too little? Finding the balance in breadth and brevity will optimize opportunities for both you and your customer.
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.