Preference Management Video Series
The transition between implementation and improvement of preference management collection is incredibly important, yet there are techniques and methodologies to keep in mind as you make decisions at this stage.The rules by which data is collected, interpreted and used must be defined in order to successfully drive decisions. In this short video, Eric Holtzclaw introduces some of the key considerations that you should make as you begin to interpret preference data.
By getting back to basics with crucial tenets of your company’s goals, including the definition of terms like “prospect” or “customer,” or the progression between the two, you keep everyone on the same page when discussing results. At that point, you may have the right words to represent the goals of your preference management project—and your customers’ experiences, too.
Why are you collecting preferences? That big question is another that will clarify your value proposition and limit what preferences you collect. (It will also inform collection, storage and liability concerns when it comes to customer data.) Lastly, your customers have a completely different customer lifecycle than another industry’s lifecycle. How does that realistically affect your interactions? You know your customers best.
By defining vocabulary, goals, value propositions and customer lifecycles, you can ensure that your preference management collection progresses and improves the customer experience.