Team-by-Team: The Benefits of Automating Compliant Customer Outreach

Maintaining a strong data privacy and compliance stance is critical for companies wishing to build consumer trust. In fact, 62% of executives surveyed by KPMG believe their organization should be doing more to strengthen their data protection program. The problem is that privacy compliance is often seen as secondary, or even an impediment, to meeting business goals. Privacy professionals can and should work to flip this script, using compliant customer outreach as a way to position privacy as a driver of business growth.

Compliance can be a lever for building trust. And with company communications often being the most visible to potential consumers, how your company handles user outreach can have a significant impact.

There are five teams typically involved in customer outreach efforts–each of which have different motivations:

• Marketing: Generate revenue pipeline by sharing events, content, and company news.
• Customer Experience / Customer Success: Retain customers by providing improved experiences through more comprehensive product and service support.
• Product: Build useful product features to satisfy market interest.
• Privacy / Legal: Protect the company from regulatory risk in relevant markets.
• Privacy and Security Engineering: Build programmatic guardrails for data usage and intrasystem transfer.

With Transcend Preference Management, each of the five teams above can enjoy material benefits to their programs by automating capture, reconciliation, and updates of users’ preferences across every touchpoint. We’ll dive into the details below.

Higher ROI marketing campaigns

By improving the total amount of first and zero-party data that you’re able to collect and use compliantly, Transcend Preference Management empowers more accurate targeting for marketing campaigns.

The data is collected directly from consumers through out-of-the-box website infrastructure purpose-built for ingesting communication preferences and completely customizable to your brand image. After collection, an individual’s attributes are then updated in your CRMs and other marketing tools, for an always up-to-date view of consented users.

Improved product adoption rates

Offering customers the option to opt down, rather than opting out of communications altogether, results in fewer unsubscribes and a larger audience list for future outreach. This is especially relevant for existing customers who are already using your product and want their voice to shape future product updates.

Transcend Preference Management offers open-ended inputs to give your team(s) the flexibility to customize preference center questions to your unique business needs. For Product teams, you can create a separate question for product update preferences, ensuring customers don’t miss your latest releases.

Increased customer retention

Transcend’s vast library of proprietary integrations ensures coverage when updating tools used by your customer-facing teams, including CRM and CDP tools that are used as a single source of truth for customer context. These integrations are purpose-built to update system attributes related to how individuals prefer to be contacted, to help with refining targeting directly from the tools you use.

This gives your Customer Success and Experience teams a way to demonstrate your respect for customer choices by reaching out in their preferred channels and timeframes. Reaching out through opted-in channels increases the likelihood of positive reception, builds better relationships with customers, and creates more open dialogue around maximizing their product usage. Combined, these factors empower higher retention rates.

Saved privacy and security engineering hours

Privacy and security engineers are responsible for a neverending queue of work across the company. Oftentimes, this includes writing and maintaining custom scripts that programmatically update individuals’ key attributes across all systems where that data is stored.

With Transcend Preference Management’s advanced workflow tooling, updates to an individual's attributes stored across different systems can be tailored to the business’ needs. This means system owners won’t need to leverage engineering resources every time a project changes or launches, freeing engineering teams to work on critical product infrastructure.

Improved privacy compliance coverage

Transcend is a next-generation privacy automation platform. That means that, beyond helping companies maximize customer outreach and remain compliant with regulations like CAN-SPAM, Transcend also offers solutions for data discovery and classification, DSR automation, assessments, AI governance, consent management, and more.

Use Transcend to reduce regulatory risk, while also empowering your teams to build customer trust, improve operational efficiency, and generate more revenue.

If you’d like to understand how to use Transcend Preference Management to maximize compliant customer outreach, get in touch.