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 third is "opt-out
" – think you know what it means? In customer experience vernacular, an opt-out is the act of confirming that you do not want to receive particular information.
It's possible to opt-out of one type of communications while still opting into another. As a customer's interests or needs change over time, they may opt-out of certain communications they no longer find relevant. The ongoing option to opt-out is a way to ensure that your customers are always receiving information they are most interested in. If they want to opt-out, they can often do so through the communication itself, like an "unsubscribe" link in an email, or visit a preference center to refine their preferences and in some cases opt-out. If a customer opts out of all communications, that's referred to as a global opt-out.
Making sure customers have access to opt-outs for certain information is a good way to customize their experience with your brand, creating an engaged consumer.
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 in the summer of 2013. Eric helps strategically guide companies with the implementation of enterprise-wide preference management solutions.
Labels: back to basics, brand, communications, customer experience, customers, engaged customer, global opt-out, opt-out, preference center, preferences, resource center, unsubscribe