Interpreting Preference Data: From Implementation to Improvement

After unrolling preference management and making initial course corrections, there will come a point when your company is ready to get to the next level. If your company has followed best practices and worked through design and functionality of preference centers, you’re ready to work toward improvements.Yet there are factors that marketers should keep in mind when weighing which improvements to make:

• The interaction between design and content is difficult to isolate. Thoughtful design alone can’t fix content that lacks clarity; likewise, confusing design can obscure great copy.
• Your view from inside the company is vastly different from consumers’ understanding of how the brand operates. Internal operations and silos can prevent alignment with customer expectations.
• When adjusting and improving the preference center and resulting customer interactions, it’s important that changes are oriented toward business goals. Making uninformed changes will deliver mixed results.

In this short video, we introduce the ways in which organizations can advance their preference collection and improve relationships with customers.