How to Learn What Customers Really Want

Summary

Eric Holtzclaw, Chief Strategist for PossibleNOW, explains two ways to understand customer preferences in communications. Firstly, explicitly ask customers if they want to receive specific newsletters or communications. Secondly, infer their preferences based on their behavior and interaction with the content you send them.

For this to be effective, you need a closed-loop relationship with your customers. This means providing a way for customers to adjust their communication preferences, such as through an opt-down page or a preference center. Without this, you miss out on valuable insights into what your customers truly want.

To move from explicit to implied understanding, consider enterprise-wide preference management. Ensure you are listening to, remembering, and responding to customer preferences accurately.