Topic: Customer Experience
So, you’ve implemented a way to collect your customers’ preferences. Congratulations! This is a huge accomplishment. But what now? How can you tell if it’s helping meet your goals? What ARE your goals? Does the system need improving? How can you tell if the process is working as well as it could be?
In the beginning, the focus of the conversation around preference management had been how to define it and how to get started. Specifically, which unique customer characteristics were important to track:
Companies also had to figure out:
This made sense, since the idea of collecting customer preferences hadn’t been around for very long. But now this leaves industry-leading companies in a puzzling position. Now that they have a system, they don’t quite know what to do next.
When implementing preference strategies, companies often have to assume things about user experience:
Often these assumptions need to be changed or corrected over time. Also, technology evolves and new communication channels appear. When something new or better is available, consumers change the way they want to interact with companies.
Once the tools and technology are in place to collect preferences, they need testing. Based on how the tools perform, companies can change and adapt.
When evaluating how the whole system works, marketers must look at the whole system (makes sense, right?). For example, what percentage of opens, clicks and conversations did you gain? Determine if results are less than expected at any given point and fine tune that step.
The main goal of analyzing the system should be to make a case for improving customer engagement. Improve your relationships with your customers by including them in the conversation. You can start a positive cycle – the better you understand your customers, the more they’ll engage with you!