X Close

Resource Center

Back to Basics: What is a Preference?

Type: Blog

What is a Preference

Getting back to basics is a great way to remind ourselves of the simplicity of what we work on, yet the power it has when used correctly. Sometimes a start back at the beginning helps us refresh and re-set our course.

We’ve just added new definitions to our Resource Center, and the first is “preference” – think you know what it means? In customer experience vernacular, a preference is simply telling a business what kind of information you want.

Regardless of permissions or extraneous decisions on timing or channel, a preference is a powerful tool for marketers, providing guidance for what consumers are interested in receiving. Customers can have a single preference or, if prompted, select multiple preferences to build a customer profile with a breadth of information.

Whether you have a single preference or have access to multiple preferences, you can create a dynamic, engaging customer experience that honors the customer’s wishes and allow you to build trust and loyalty.

About the Author: 

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.

 Follow me on Twitter: @eholtzclaw | Connect on LinkedIn: Eric Holtzclaw



  • Twitter
  • RSS
  • YouTube
  • LinkedIn