Once companies have a grasp of what communications their customers are receiving, and why, it might be time to take a step back and reflect. But that doesn't mean your communications should suffer – in fact, drilling down and considering the ways in which you initiated relationships with your customers could provide more opportunities to respond to them.
Too often, companies want to initiate more conversations with their customers, but they err on the cautious side, not knowing whether their compliance language allows for new communications. They may decide not to send any communications at all. While caution should be used if your company truly isn't sure of their communication permissions, the best way to figure out what you can send to your customers is to go back to the original compliance language on what they've already agreed to receive.
If compliance information has been properly managed and stored from across the organization, then companies should be able to determine the ways in which they can talk to their customers in the future. However, if that information hasn't been managed, it's an opportunity for your company to reconsider whether it's time to revise compliance language, organizational storage, and ways to improve the overall customer experience.
This short video explains the ways in which communications compliance helps your company listen, remember and respond to customers.
When you think about compliance, think about the ways in which it creates more opportunities for you to give your customers what they're asking for – a real conversation. If you can remember what they want to receive, then you can respond correctly and in a compliant manner.
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 in the summer of 2013. Eric helps strategically guide companies with the implementation of enterprise-wide preference management solutions.