Implement Preference Management To Build Customer Trust

October 20th, 2015

Fatemeh Khatibloo

With contributors:

Srividya Sridharan , Rebecca McAdams , Alexander Spiliotes , Matthew Izzi

Summary

Empowered customers are increasingly opting out of irrelevant and undesired marketing communications. Preference management is a powerful tool that lets customer insights (CI) professionals combine analytical insights with explicitly shared customer needs and interests to deliver on the promise of "right place, right time, right message" communications. This report outlines the key elements and benefits of enterprise preference management, as well as the critical factors for successful implementation.

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