This is the second in a five-part series on the critical questions any enterprise decision-maker should be asking as they prepare to invest in preference management.
Question 1: Can we handle the technical demands of the project?
At PossibleNOW, we begin most of our preference management engagements with a service called MyPreferences Momentum. This service begins with organizational analysis and provides the insights and guidance needed to develop a preference management strategy and plan. On average, these engagements uncover 13 separate communications systems or tools with distinct ownership of preferences inside each company. These include email service providers, marketing automation platforms, contact center solutions, sales software and more. Various departments, brands, geographies or functions within the enterprise own these disparate systems. On a technical level, inventing a platform designed to aggregate preferences collected from each system and distribute preferences back to all systems is a significant challenge, particularly for an internal IT department lacking expertise for such a build.
Most IT departments believe, and rightly so, that they can build a database and a preference center. In reality, that is only the beginning. They must be prepared to set up new programs within the platform through configuration instead of code, transactionalize data so that it is auditable, automate reporting and link APIs for shared data functionality. Most importantly – preference management is not a one-time project. It is an initiative with ongoing development requirements for meeting ever-changing government regulations, internal feature requests and rapidly evolving technology to meet customer needs. Essential features that demand continuous attention and enhancement include: