The transition between implementation and improvement of preference management collection is incredibly important, yet there are techniques and methodologies to keep in mind as you make decisions at this stage.
The rules by which data is collected, interpreted and used must be defined in order to successfully drive decisions. In this short video, Eric Holtzclaw introduces some of the key considerations that you should make as you begin to interpret preference data.
By getting back to basics with crucial tenets of your company's goals, including the definition of terms like "prospect" or "customer," or the progression between the two, you keep everyone on the same page when discussing results. At that point, you may have the right words to represent the goals of your preference management project—and your customers' experiences, too.
Why are you collecting preferences? That big question is another that will clarify your value proposition and limit what preferences you collect. (It will also inform collection, storage and liability concerns when it comes to customer data.) Lastly, your customers have a completely different customer lifecycle than another industry's lifecycle. How does that realistically affect your interactions? You know your customers best.
By defining vocabulary, goals, value propositions and customer lifecycles, you can ensure that your preference management collection progresses and improves the customer experience.
In the following weeks, we'll continue to roll out videos to guide you through interpreting preference data. If you haven't yet explored our Resource Center, you can download the Interpreting Preference Data 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.