How To Build Customer Trust Through Preference Management
Building an ongoing and lasting
relationship with your customer base is critical. Much of that relationship
hinges on trust. The more that a customer trusts your business; the more likely
they are to be repeat customers and to refer your business to others.
Building trust occurs during the
course of doing business. The challenge is to keep your customer base engaged
so that you can build trust into the relationship.
Certain business principles are
fundamental to building trust. You must do what you say that you will do — from
delivering products or services on time, to providing excellent customer
service and support. You must honor the terms of your service agreements, warranties
However, another way to build
trust is by honoring your customers’ preferences through permission-based
Preferences are a key element in
permission-based marketing, and from what many experts say, that’s the
direction that marketing is headed.
So how do you find out your
Of course, you need a technology
solution to capture, track and maintain these preferences and to easily allow
the customer to update or change their preferences. This can be done through a persistent
preference center deployed everywhere you interact with your customers. These
touch points can include mobile devices and social media fan pages as well as your
corporate web site.
With preference management, you
put the customer in control. You can allow the customer to select the desired
communication channel such as phone, text message or email. You might allow
them to choose the content that they wish to receive so that your messages to
them are relevant. Preferences can also relate to account servicing.
By honoring your customers’
preferences, you help build trust into the relationship and in turn earn your
How do you build trust into your
customer relationships? Share your thoughts and ideas!
MyPreferences Preference Center
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.