How to Learn What Customers Really Want

Type: Videos
Topic: Preference Mgmt

Summary

Eric Holtzclaw, Chief Strategist for PossibleNOW, explains two ways to understand customer preferences in communications. Firstly, explicitly ask customers if they want to receive specific newsletters or communications. Secondly, infer their preferences based on their behavior and interaction with the content you send them.

For this to be effective, you need a closed-loop relationship with your customers. This means providing a way for customers to adjust their communication preferences, such as through an opt-down page or a preference center. Without this, you miss out on valuable insights into what your customers truly want.

To move from explicit to implied understanding, consider enterprise-wide preference management. Ensure you are listening to, remembering, and responding to customer preferences accurately.

About PossibleNOW

PossibleNOW is the pioneer and leader in customer consent, preference, and regulatory compliance solutions. We leverage our MyPreferences technology, processes, and services to enable relevant, trusted, and compliant customer interactions. Our platform empowers the collection, centralization, and distribution of customer communication consent and preferences across the
enterprise. DNCSolution addresses Do Not Contact regulations such as TCPA, CAN-SPAM and CASL, allowing companies to adhere to DNC requirements, backed by our 100% compliance guarantee.

PossibleNOW’s strategic consultants take a holistic approach, leveraging years of experience when creating strategic roadmaps, planning technology deployments, and designing customer interfaces. PossibleNOW is purpose-built to help large, complex organizations improve customer experiences and loyalty while mitigating compliance risk.