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A multi-tiered retailer saves $9.2M a year through digital adoption
Read the story → All case studiesA preference center is only the beginning. Eric Holtzclaw explains why preferences must reach every system and why compliance belongs in the strategy.

Eric Holtzclaw, Chief Strategist for PossibleNOW, discusses preference management, emphasizing that it's more than just allowing customers to change their communication preferences. Building a preference center is just the beginning. It's crucial to understand the broader impact across the organization, ensuring all systems are updated with these preferences and their correct usage. Compliance is a critical component, as companies must adhere to various laws and requirements, which differ by country and region. Therefore, preference management should not only focus on collecting preferences but also on maintaining compliance with these regulations.
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