We help companies improve customer experiences and engagement

Challenge #1

Tailored Content and Experiences

Companies experience difficulty providing targeted content to the right audience through the right channel, particularly across multiple lines of business and unique roles. The customer engagement process often relies on account executives manually tailoring direct communications in the absence of automated processes. For certain job functions or roles, companies want to provide very specific and granular content, while others feature higher level messaging. Because of the manual process of engagement, there is no way to identify what customers truly want or prefer because there are no records of customer subscriptions, interests, or interactions with the brand.

Other examples of providing tailored experiences to unique audiences included:

• B2B versus B2C
• Free versus paid customers
• Unique customer journeys (e.g., website visit, email recipient, product trial)

Solution #1

Customer Journey Workshops

To understand manual data collected from account executives, we hold workshops to create customer journey maps. We leverage these journey maps to create automated preference collection and value-added communication programs. Sample learnings from the workshops have established unique customer touchpoints Customer Touchpoints:
A touchpoint is any interaction a customer has with a company, and always involves the customer requesting or providing information to the company. Each interaction should be mutually beneficial for the company and the customer. During these interactions, customers expect transparency. So, when requesting information, companies should explain why the information is needed, what it’s being used for, and what value the contact will receive in return. such as:

• Prospect lifecycle - Awareness, Consideration, and Conversion
• Customer lifecycle - Loyalty and Advisory touchpoints
• Spot collection - websites, mobile devices, surveys, events, podcasts, and network peer groups

Deploy Dynamic Forms

We replace static data collection forms with dynamic forms, such as those created with Eloqua, Salesforce, Hubspot, etc. Data collected from these forms helps recommend related content based on the contact’s persona, brand relationship, or interests. Sample forms include brand-consistent registration pages and opt-down pages. Opt-Down Experience:
We all receive unwanted communications. So, it is vital to provide customers with a quick way to opt out of any unwanted communications they receive, while also providing the ability to indicate the communications and content they do want to receive. When designed effectively to manage customer preferences, giving customers choices in what, when, and how they receive communications reduces the chance of global opt-outs by 60% to 90%.

Challenge #2

House of Brands

Whether through organic or acquisition growth, many companies have multiple brands that, in turn, have multiple databases and systems that do not connect to one another.

This leads to low visibility and the inability to identify current customer subscriptions and interests across brands, making a complete customer profile impossible to consolidate.

As a result, it is difficult to actively market to and offer relevant content to these customers.

Solution #2

Cross-Brand Awareness

We create an integrated experience where each brand has their own unique preference center but also with easy access to every other brand in a single location. This provides the visibility necessary to make consumers aware of the brand affiliation.

Additionally, brands gain access to customer preferences and data held by other systems across the enterprise, which helps with more personalized connections, data transparency, and cross-sell opportunities.

Branding Flexibility

With PossibleNOW’s MyPreferences, preference centers and opt-down pages can be designed brand-specific or branded consistently in all instances by the configuration. For branded-specific preference centers, offering easy access to other affiliated brands’ preference centers provides customers an immersive and consistent user experience throughout.

Challenge #3

International Considerations

Companies face unique challenges when implementing a global strategy for the collection and maintenance of global consent and preferences. A core challenge is reaching consensus within the organization across geographies on a preference framework and customer experience.

Companies have difficulty localizing experiences by continent, country, state, province, territory, and city and translating for all audiences or languages – even when using data collection points such as those created with Eloqua, Salesforce, Hubspot, etc.

A final challenge facing organizations is that every communication program must maintain compliance with global opt-out Global Opt-out:
Companies must offer a global opt-out option to allow users to explicitly unsubscribe from all marketing communications. If users globally opt-out from marketing emails, they may still receive emails related to mandatory communications such as transactions, customer support, or government mandated notices. requirements across all customer engagements and touchpoints, as regulated by country or region.

Solution #3

Taxonomy & Framework

We conduct collaborative exercises through interactive workshops to identify which communication preferences add value to the user and/or business. Through these exercises, companies build the structure and decide which preference options to feature and which communications to offer to which audiences.

The goal is to build an inventory of all communications the organization sends out. The framework is designed to be scalable for future growth when the company is ready. For a global preferences framework, typically one region is focused on a minimally-viable product (MVP) followed by a global framework to scale.

Upon completion of this exercise, we successfully achieved a global implementation of a preference framework, opt-down function, and lead generation contact forms. Mimicking existing online tools for the brand using MyPreferences allowed our customers to improve customer experience and drive consistency across the customer journey.

Usability Testing

We conduct usability testing with users from a variety of geographic regions with both low-fidelity and high-fidelity prototypes to ensure the user experience is intuitive. This process allows a comprehensive selection of preferences and interests that can be offered for a single or multiple locations. We test for both desktop and mobile resolutions, as well as several screens (such as preferences, opt-down, error state, confirmation screen, preview modal, etc). Screens are tested for various tasks, which may include changing and adding locations, and opting-in and opting-out of preferences.