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MyPreferences |
So, how did this waiter remember so much about me? I honestly don’t know. Maybe he just has an amazing memory.
The rest of us need more than an incredible memory to keep
up with our customers’ preferences since marketing personalization is an
important aspect of building customer loyalty. You’ve probably experienced this
if you have ever shopped with online retailers such as Amazon. Their web site
displays other items that might be of interest based on your previous
purchases.
By honoring consumer marketing preferences, you enable the
consumer to define the vendor/customer relationship. This type of preference
management can include the desired communication channel such as phone, email
or text message, and even the frequency of the messages. You may even define
preferences by product offering.
For instance, a sporting goods retailer could let customers choose
the product areas of interest by sport such as golf, tennis, soccer, or
softball, the desired communication channel, and the frequency. As an avid
golfer, I’d prefer to receive text messages on golf items on a frequent basis.
However, my interest in tennis is more limited, so a once a month email would
suffice.
Of course, to do this level of preference management well
requires a technology solution with a persistent preference center. That would enable
customers to change or update preferences based on interest, communication
channel or frequency.
I’d like to hear your thoughts on managing and maintaining
customer preferences. Tell me what you think!
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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