Getting back to basics is a great way to remind ourselves of the simplicity of what we work on, yet the power it has when used correctly. Sometimes a start back at the beginning helps us refresh and re-set our course.
We've just added new definitions to our Resource Center
, and the first is "preference
" – think you know what it means? In customer experience vernacular, a preference is simply telling a business what kind of information you want.
Regardless of permissions or extraneous decisions on timing or channel, a preference is a powerful tool for marketers, providing guidance for what consumers are interested in receiving. Customers can have a single preference or, if prompted, select multiple preferences to build a customer profile with a breadth of information.
Whether you have a single preference or have access to multiple preferences, you can create a dynamic, engaging customer experience that honors the customer's wishes and allow you to build trust and loyalty.
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.
Labels: back to basics, customer experience, customer profile, loyalty, marketers, permissions, preference, resource center