As companies seek to improve customer experience and avoid campaign and communications-related violations, a question arises: do they need outside help managing customer and prospect preferences? Or is preference management a do-it-yourself initiative the company can execute on its own?
For small to medium-sized companies that interact with contacts through one or two communications channels, preference management needs may be met through their ESP and/or CRM solution. This approach includes an ESP or CRM-supplied preference center and preference data is stored within the system. Assigned administrators can access the data to verify consent, inform campaigns and more. While companies utilizing this solution must be mindful about data storage and the introduction of other sales or marketing automation tools, they can often address their preference management needs through the platform they already use for communications.
For larger companies, the challenge is more complex. Enterprises need an experienced partner to assist with preference management because the technology is hard, the planning and governance is harder, and the regulatory risk requires an experienced approach. Lastly, working with an expert preference management provider has proven to save enterprises significant time and money.
As you can see, the size of the company can affect the answer. In this five-part series, we’ll explore the critical questions any enterprise decision-maker should be asking as they prepare to invest in preference management.