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.
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.
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