Although the idea of preference management has been around for decades, more and more businesses are putting a focus on Preference Management and its need due to the rise in email marketing.
Likewise, regulations have been put in place to overlook how consumer data is collected, stored and used – and preference management has become an integral aspect of consumer privacy.
But what exactly is preference management, and why do you need it? That’s what we’ll be exploring today.
Read on to learn all about Preference Management and its need and how your organization can benefit from preference management tools.
Preference Management and its need Explained
When you think of preference management, you may automatically think of email marketing. However, preference management doesn’t just include emails. As a company, you can find out plenty of information about your customers across a range of channels such as:
- Ad Management
- Website browsing
- App browsing
You can also gather information from communication channels such as email, SMS, chat, and postal mail. This can give you an insight into your customers’ interests and behaviours, and enable you to develop a profile of your customer and their relationship with your business.
Preference management is essentially a system that gives visitors to your site a choice on how you, as a company, communicate with them.
As a company, you should be asking your customers directly how they want you to communicate with them. Ultimately, preference management gives a higher level of control to the consumer – it allows them to determine the methods and frequency of any communications you have with them.
Preference management can also include any content preferences – for example, a consumer may decide they do not wish to receive newsletters or marketing emails, or they may decide against receiving texts or emails about new products.
Ultimately, preference management combines both customer choice and data privacy in order to manage communications between the customer and the organisation.
Who Needs Preference Management?
Regardless of your industry, you should implement a preference management system. Ultimately, if you want to stay ahead of the curve, ensure you are compliant with regulations and improve the journey of your customers, you should implement a preference management strategy.
Preference management is typically for businesses that have websites or apps – if you collect any customer data, you should be using a preference management platform.
Of course, Preference Management and its need is also for people who visit sites or use apps. If you’re fed up with being spammed with emails or are simply uncomfortable with your data being collected and shared, you, as a consumer, can benefit from preference management.
Why You Need Preference Management
In 2023, privacy is something all businesses should be considering. However, it can be difficult to track and manage all elements of preference management and consent management.
Thankfully, there are many preference management tools out there that can streamline the entire process. The Trust Cassie preference management platform enables businesses to collect all user preferences, whether it be on an app or a website, tailored to your customer. This can ensure that you are compliant with relevant regulations.
With the right Preference Management and its need platform, you can:
- Increase customer engagement
- Increase transparency and trust
- Reduce unsubscription rates
- Improve the overall customer experience
- Ensure compliance
Preference management platforms enable you to collect preferences as consumers engage with your website or applications. Additionally, Preference Management and its need tools enable you to analyze customer data and make strategic decisions around your findings.
With preference management, you are able to show relevant content to the right customers, ensuring that your consumers see only relevant content.
You should always have customer experience at the forefront of your mind. Ultimately, with Preference Management and its need, you are ensuring that your customer’s choices are honored.