Preference Management Simplifies Communication Personalization to Enable Business Innovation

To compete in today’s global economy, businesses have to fight for consumers’ attention—finding strategic ways to break through the digital noise. One way to do this is by creating a robust outreach strategy to educate prospective customers about your services or goods.

Understanding users’ interests and preferences is the first step in creating this strategy, giving businesses the insight they need to send users offers and information that are relevant and compelling. The most common ways to collect these preferences is to infer them from the users’ digital footprint or collect them directly from users themselves.

According to an Accenture Pulse Check survey, consumers are not only willing to share their data for personalized outreach, but would welcome the chance to do so if given an opportunity. In that survey, 83% of respondents were willing to share their data to enable a personalized experience, while 74% stated that they’d find value in a digital interface to maintain their communication preferences.

Giving users the option to provide their communication preferences, and then respecting those choices in your outreach, not only demonstrates a commitment to compliant, consented communications but also results in higher ROI for your marketing growth campaigns.

To form those lists, businesses need a Preference Management solution that can capture a variety of user choices and then sync those preferences to corresponding systems for downstream campaign activation. One potential hiccup with this approach is that many marketing automation and customer data tools weren’t created to share metadata, including user consent, resulting in a lack of clarity.

This forces many customer-facing teams, those with in-house builds and those with legacy solutions, to create custom scripts or rely on manual processes. Ultimately, these blockers force companies to either delay their projects or cancel them outright, resulting in missed revenue opportunities.

Keep reading to learn how Transcend Preference Management solves the challenges of collecting these user choices and respecting them across all of your integrated business systems.

This is the third post in our recent series on Preference Management. You can find the other installments here:

• Improve your operational efficiency with Transcend Preference Management
• How Preference Management Builds Customer Trust While Maximizing Compliant Customer Outreach
• Team-by-team Preference Management Benefits

Successfully capture user preferences to personalize outreach

Businesses make better revenue-driving decisions when they have access to good data. For growth campaigns involving user outreach, this means having an understanding of which customers have consented to communications, as well as how and when they’d like to be contacted.

Remember, businesses can personalize their communications by channel, frequency, or content type—and, using a next-gen preference center, give their customers the option to define these options for themselves. Using this data to inform your prospective customer outreach is crucial to successful revenue growth.

Transcend Preference Management gives business teams the tools they need to launch revenue-driving campaigns and improve business innovation. Transcend Preference Management supports successful personalized outreach by offering:

• A fully customizable Privacy Center page: Transcend provides out-of-the-box website infrastructure that can be customized to your business’s unique preference topics, such as frequency of communications or content types, as well as your branding choices.
• Permissions stored in a unified, auditable, and compliant way: This mitigates any issues around duplicate user records with conflicting contact statuses (which can lead to mistaken outreach). It also gives you all available context to better understand the context behind a user journey.
• Updates synchronized across all systems: The customized options found in the Privacy Center are activated in downstream systems through a combination of user-configured workflow routing and proprietary API-based integrations—for a near-real-time view of end-user choices, directly in the tools that your teams work in.

Using both zero and first-party data from your Privacy Center, as well as web activity, Transcend Preference Management helps you capture more context about a user and then populates that data directly into the tools your teams work in.

Customers appreciate the flexibility in defining what communications they receive and businesses see higher ROI from more accurate campaign targeting, making this a win for both parties.

Improve the ROI of your campaigns with Transcend Preference Management

With so many options available globally, consumers want a say in how brands approach them. In the Accenture Pulse Check Survey, 91% of consumers stated they’re more likely to shop with brands who recognize, remember, and provide relevant offers. Businesses need to provide opt-out mechanisms to comply with regulations but can lean in further by offering and acting on granular preferences that will also benefit revenue.

Transcend Preference Management makes it easy to collect customer choices when and how they’d like to receive communications, so you can maximize compliant customer outreach while supporting business growth. If you’re still stuck on blanket unsubscribe lists or relying on resource-intensive scripts and processes to understand which emails to send to which users, it’s time to evaluate Transcend Preference Management. Our team is looking forward to helping unlock additional revenue–let us know where to reach out.