After unrolling preference management and making initial course corrections, there will come a point when your company is ready to get to the next level. If your company has followed best practices and worked through design and functionality of preference centers, you're ready to work toward improvements.
Yet there are factors that marketers should keep in mind when weighing which improvements to make:
The interaction between design and content is difficult to isolate. Thoughtful design alone can't fix content that lacks clarity; likewise, confusing design can obscure great copy.
Your view from inside the company is vastly different from consumers' understanding of how the brand operates. Internal operations and silos can prevent alignment with customer expectations.
When adjusting and improving the preference center and resulting customer interactions, it's important that changes are oriented toward business goals. Making uninformed changes will deliver mixed results.
In this short video, we introduce the ways in which organizations can advance their preference collection and improve relationships with customers.
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.