How to Organize a Preference Center

Summary

Eric Holtzclaw, Chief Strategist for PossibleNOW, explains that when companies consider preference management, they often start with the preference center. This center serves as a centralized location where customers can manage their communications and interactions with the company. He suggests dividing communications within the preference center into three categories for effective management:

1. Things customers want to receive: This includes alerts, notifications, and reminders.
2. Things the company wants to send: These are marketing messages and promotions.
3. Things the company must send: Examples include notices or Explanation of Benefits (EoB) for insurance.

By categorizing communications this way, it helps customers understand what they can and cannot change about the communications they receive. This organization prevents confusion as customers interact with their preferences and choose the channels through which they want to receive information. Holtzclaw emphasizes the importance of aligning the preference center with how customers think about communications, grouping them into categories of what they want to receive, what you want to send, and what you must send. This approach helps organizations listen, remember, and respond appropriately.