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Thursday, October 9, 2014

Where Preferences Should be Collected

A five-part series that discusses preference collection best practices

Customers view companies as one entity, not as individual business units or discrete functional groups (e.g. sales, customer support, etc.). In order to support customers’ expectations, preference collection should take place across the full spectrum of prospect and customer interactions. Enterprise-level businesses engage in complex interactions that include an expanding set of personal and virtual interactions. It’s essential to collect and react to information from all touchpoints such as call centers, social media and mobile devices, not just the easy or inexpensive ones e.g. email or websites. 

It is also imperative that once preferences are collected at a given touchpoint that they are passed seamlessly across the organization.  A customer dialing-in to a call center will expect to have the ability to change their preference information for all communication channels as part of that transaction. Enterprises should take advantage of every customer interaction to learn more about the customer to establish deeper relationship, understanding and ultimately better service their customers’ needs.

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 last summer. Eric helps strategically guide companies with the implementation of enterprise-wide preference management solutions.

Follow me on Twitter: @eholtzclaw | Connect on LinkedIn: Eric Holtzclaw

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