We've just added new definitions to our Resource Center, and the second is "opt-in" – think you know what it means? In customer experience vernacular, an opt-in is the act of giving a business permission to contact you.
While a customer may have provided preferences on the type of information they'd like, a company is prevented from following through with the desired information unless the customer has also opted-in. Often this can be a simple confirmation click, but without it, brands run the risk of compliance issues. Governments across the globe have created laws to ensure that its citizens aren't bombarded with unwanted information, even if we think they might want it.
So while preferences are what we act on and use to stay in touch with loyal customers, it's the opt-in that we need to start that relationship.