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Monday, March 19, 2012

Why “Don’t Ask, Don’t Tell” Doesn’t Work In Marketing

Do you want your customers to have trust in your company? Then “don’t ask, don’t tell” will never work in business.

That’s because in order to build the kind of trust and loyalty that you want in a business/customer relationship, you have to listen to what your customers want. Or, for that matter, what they don’t want.

Your prospects and customers DO want the option to control the messaging that they receive in terms of the communications channel, the content of the message, and even the frequency that they receive these communications.

But, you will never know unless you ask.

Most consumers and business people are eager to share their contact channel preferences or the products or services of interest. By capturing this information, you can better target your offers or services that will be of interest and you can do it via the desired communication channel. Even the frequency of communication might be an important preference to know.

There are plenty of ways to collect this information. It can be done online when placing an order, at checkout in a retail environment, or through agents who take inbound calls at a contact center.

Of course, you need a means to manage all this information so that you can properly honor these preferences. While a person may agree to opt-in to receiving emails from your company, a preference center would give them the ability to define the content that they wish to receive or the frequency that they will welcome your emails.

For instance, they may have opted-in to a special promotion, but now they are more interested in your new products. You can take a short term commitment (the willingness to receive your special offers) and turn it into a longer and more trusting relationship by providing a persistent preference center with the ability to select desired content, preferred communication channels, and frequency options.

With a preference center, you might be able turn “don’t ask, don’t tell,” into “the more you ask, the more you sell!”

Click to view a video about MyPreferences

About the Author: 
Scott Frey is the CEO of PossibleNOW and CompliancePoint. Scott leads the strategic mission to maintain its leadership position in global direct marketing compliance by closely monitoring changes in consumer privacy legislation, industry trends, and delivering innovative products and services to meet client’s needs.
 Follow me on Twitter: @ScottFreyPN | Connect on LinkedIn: Scott Frey 

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