Back to Basics: What is a Preference?


What is a Preference
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. 



About the Author: 
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.



Follow me on Twitter: @eholtzclaw | Connect on LinkedIn: Eric Holtzclaw

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