{"id":2083,"date":"2017-10-10T20:10:52","date_gmt":"2017-10-10T20:10:52","guid":{"rendered":"http:\/\/www.possiblenow.com\/resources\/?p=2083"},"modified":"2025-08-27T15:00:32","modified_gmt":"2025-08-27T15:00:32","slug":"how-preference-management-should-look-inside-the-enterprise","status":"publish","type":"post","link":"https:\/\/www.possiblenow.com\/resources\/preference-management-platform\/how-preference-management-should-look-inside-the-enterprise\/","title":{"rendered":"How Preference Management Should Look Inside the Enterprise"},"content":{"rendered":"\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1183\" height=\"665\" src=\"https:\/\/www.possiblenow.com\/resources\/wp-content\/uploads\/2024\/08\/iStock-825493738-1-edited.jpg\" alt=\"Searching for the right person concept, Stand out from the crowd and different concept , Magnifying glass focusing on the light man standing with arms wide open on green wall background. 3D rendering.\" class=\"wp-image-6258\" srcset=\"https:\/\/www.possiblenow.com\/resources\/wp-content\/uploads\/2024\/08\/iStock-825493738-1-edited.jpg 1183w, https:\/\/www.possiblenow.com\/resources\/wp-content\/uploads\/2024\/08\/iStock-825493738-1-edited-300x169.jpg 300w, https:\/\/www.possiblenow.com\/resources\/wp-content\/uploads\/2024\/08\/iStock-825493738-1-edited-1024x576.jpg 1024w, https:\/\/www.possiblenow.com\/resources\/wp-content\/uploads\/2024\/08\/iStock-825493738-1-edited-768x432.jpg 768w\" sizes=\"auto, (max-width: 1183px) 100vw, 1183px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><em>by Eric V. Holtzclaw, PossibleNOW<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For the American consumer, preference selection is an everyday occurrence. We unsubscribe from email lists, change our privacy settings on Twitter, request home refinance quotes via email and \u201clike\u201d our favorite brands on Facebook. Subtle or obvious, the act of engaging with businesses in order to improve our interactions has become ubiquitous and expected.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">And rightly so. In an always-connected world full<br>of technological advances never imagined five<br>years ago, let alone 15, consumers are in control.<br>They have the power to drive the conversation and<br>they choose products and experiences that feel like them and speak to their core drivers.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">he following sections, you\u2019ll find information on:<\/p>\n\n\n\n<nav aria-label=\"Table of Contents\" class=\"wp-block-table-of-contents\"><ol><li><a class=\"wp-block-table-of-contents__entry\" href=\"https:\/\/www.possiblenow.com\/resources\/preference-management-platform\/how-preference-management-should-look-inside-the-enterprise\/#1-preference-management-must-be-centrally-located\">1. Preference management must be centrally located.<\/a><\/li><li><a class=\"wp-block-table-of-contents__entry\" href=\"https:\/\/www.possiblenow.com\/resources\/preference-management-platform\/how-preference-management-should-look-inside-the-enterprise\/#2-it-must-be-comprehensive-to-the-consumer\">2. It must be comprehensive to the consumer.<\/a><\/li><li><a class=\"wp-block-table-of-contents__entry\" href=\"https:\/\/www.possiblenow.com\/resources\/preference-management-platform\/how-preference-management-should-look-inside-the-enterprise\/#3-preference-data-should-be-made-available-across-the-internal-enterprise\">3. Preference data should be made available across the internal enterprise.<\/a><\/li><li><a class=\"wp-block-table-of-contents__entry\" href=\"https:\/\/www.possiblenow.com\/resources\/preference-management-platform\/how-preference-management-should-look-inside-the-enterprise\/#4-preference-management-needs-to-be-future-proofed\">4. Preference management needs to be future proofed.<\/a><\/li><li><a class=\"wp-block-table-of-contents__entry\" href=\"https:\/\/www.possiblenow.com\/resources\/preference-management-platform\/how-preference-management-should-look-inside-the-enterprise\/#5-success-depends-on-flexibility\">5. Success depends on flexibility.<\/a><\/li><li><a class=\"wp-block-table-of-contents__entry\" href=\"https:\/\/www.possiblenow.com\/resources\/preference-management-platform\/how-preference-management-should-look-inside-the-enterprise\/#about-possiblenow\">About PossibleNOW<\/a><\/li><\/ol><\/nav>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<div class=\"wp-block-group alignfull has-text-color has-background\" style=\"color:#000000;background-color:#ffffff\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"has-text-align-center has-text-color wp-block-paragraph\" style=\"color:#275b81;font-size:23px\"><strong>Getting Started is Just a Call Away<\/strong><\/p>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-buttons is-horizontal is-content-justification-center is-layout-flex wp-container-core-buttons-is-layout-b07f0535 wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button has-custom-width wp-block-button__width-50 has-custom-font-size is-style-fill has-medium-font-size\"><a class=\"wp-block-button__link has-background has-text-align-center wp-element-button\" href=\"tel:+1-866-383-7705\" style=\"background-color:#d86618\"><strong>Call Us Toda<\/strong>y<\/a><\/div>\n<\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">With that in mind, CMOs know that preference collection \u2014 the process of learning unique consumer charac- teristics, such as product interest, communication channel of choice and frequency of communication \u2014 is an important way to give customers what they want and should be seamless and easy for prospects and customers.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But what about <a href=\"https:\/\/www.possiblenow.com\/products\/mypreferences\/preference-management\/\">preference management<\/a> from inside the organization? What should take place on the other side of the website preference center, phone call or email campaign?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">There are five key principles that can enhance engagement, speed the sales cycle and vastly improve marketing ROI. If one or more are missing, it may be a sign that your preference management strategy is not delivering on its complete potential.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Here are the five foundational principles of preference management from the other side of the interaction:<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"1-preference-management-must-be-centrally-located\">1. Preference management must be centrally located.<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Preference management should be a central repository connected to all departments, units, regions and appropriate applications. Effective engagement is all about listening to and learning from your audience as a single entity \u2014 not a siloed and segmented bureaucracy. When information isn\u2019t available across the enterprise, customers are exposed to inconsistent or even contradictory experiences.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"2-it-must-be-comprehensive-to-the-consumer\">2. It must be comprehensive to the consumer.<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Preference collection should take place across the full spectrum of prospect and customer interactions. Enterprise-level businesses engage in complex interactions that often feature an expanding set of personal<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">and virtual interactions. It\u2019s essential to collect and react to information from all touchpoints such as call centers, social media and mobile devices, not just the easy or inexpensive ones e.g. email or websites.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"3-preference-data-should-be-made-available-across-the-internal-enterprise\">3. Preference data should be made available across the internal enterprise.<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Ideally, preference data should be made available to inside sales applications, support systems and marketing databases so your team can use the best and most appropriate tools for the interaction at hand. A separate application that is not integrated and requires secondary research or recording slows productivity and leads to cross-discipline confusion.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"4-preference-management-needs-to-be-future-proofed\">4. Preference management needs to be future proofed.<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Preference management processes should be flexible enough to incorporate new applications, transition to new CRM systems and integrate with a variety of data sources and activities. If your preference man- agement strategy is inextricably tied to (or built as part of) a specific application, it will only be as useful as the life of that application or CRM system. It\u2019s a time-bomb approach that creates an even more painful transition when the time for a transition inevitably arrives.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"5-success-depends-on-flexibility\">5. Success depends on flexibility.<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Preference collection, maintenance and distribution should be tailored to your unique business rules and circumstances, not pre-set features and outputs. In order to truly own and capitalize on engagement, preference management must align with your unique structure, needs and sensitivities. A solution that limits your collection points or predetermines how and when information is shared can shift overall strategy and conflict with overall initiatives and benchmarks.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ultimately, a robust preference management solution shouldn\u2019t really look or feel like a \u201csolution\u201d at all. Instead, data should flow into your normal processes and applications, empowering your team to engage with customers and prospects instead of searching for help or guessing at answers.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<div class=\"wp-block-group alignfull has-text-color has-background\" style=\"color:#000000;background-color:#ffffff\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"has-text-align-center has-text-color wp-block-paragraph\" style=\"color:#275b81;font-size:23px\"><strong>Getting Started is Just a Click Away<\/strong><\/p>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-buttons is-horizontal is-content-justification-center is-layout-flex wp-container-core-buttons-is-layout-b07f0535 wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button has-custom-width wp-block-button__width-50 has-custom-font-size is-style-fill has-medium-font-size\"><a class=\"wp-block-button__link has-background has-text-align-center wp-element-button\" style=\"background-color:#d86618\"><strong>Book a Demo<\/strong><\/a><\/div>\n<\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"about-possiblenow\">About PossibleNOW<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">PossibleNOW is the pioneer and leader in <a href=\"https:\/\/www.possiblenow.com\/products\/mypreferences\/consent-management\/\">customer consent<\/a>, <a href=\"https:\/\/www.possiblenow.com\/products\/mypreferences\/preference-management\/\">preference<\/a>, and regulatory compliance solutions. We leverage our <a href=\"https:\/\/www.possiblenow.com\/products\/mypreferences\/\">MyPreferences technology<\/a>, processes, and services to enable relevant, trusted, and compliant customer interactions. Our platform empowers the collection, centralization, and distribution of customer communication consent and preferences across the<br>enterprise. <a href=\"https:\/\/www.possiblenow.com\/products\/dncsolution\/\">DNCSolution<\/a> addresses Do Not Contact regulations such as <a href=\"https:\/\/www.possiblenow.com\/products\/dncsolution\/tcpa\/\">TCPA<\/a>, CAN-SPAM and CASL, allowing companies to adhere to DNC requirements, backed by our 100% compliance guarantee. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">PossibleNOW\u2019s strategic consultants take a holistic approach, leveraging years of experience when creating strategic roadmaps, planning technology deployments, and designing customer interfaces. PossibleNOW is purpose-built to help large, complex organizations improve customer experiences and loyalty while mitigating compliance risk.<\/p>\n\n\n<div class=\"wp-block-post-author\"><div class=\"wp-block-post-author__avatar\"><img alt='' src='https:\/\/secure.gravatar.com\/avatar\/3ac3ab6d649088f91adcbc55d77aa5314b6c5a93250b5ae5e0c50bad803eb440?s=48&#038;d=mm&#038;r=g' srcset='https:\/\/secure.gravatar.com\/avatar\/3ac3ab6d649088f91adcbc55d77aa5314b6c5a93250b5ae5e0c50bad803eb440?s=96&#038;d=mm&#038;r=g 2x' class='avatar avatar-48 photo' height='48' width='48' \/><\/div><div class=\"wp-block-post-author__content\"><p class=\"wp-block-post-author__byline\">This post was reviewed by an expert from <a href=\"https:\/\/www.possiblenow.com\/about-us\/\">PossibleNow<\/a><\/p><p class=\"wp-block-post-author__name\">PossibleNOW<\/p><\/div><\/div>","protected":false},"excerpt":{"rendered":"<p>by Eric V. Holtzclaw, PossibleNOW For the American consumer, preference selection is an everyday occurrence. We unsubscribe from email lists, change our privacy settings on Twitter, request home refinance quotes via email and \u201clike\u201d our favorite brands on Facebook. Subtle or obvious, the act of&#8230; <strong>Continue Reading<\/strong><\/p>\n","protected":false},"author":6,"featured_media":6258,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_crdt_document":"","footnotes":""},"categories":[1382],"tags":[391,4,1395,1393,1396,402,1397,145,615,307,162,1394,222],"topic":[2894],"class_list":["post-2083","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-articles","tag-crm","tag-data-sources","tag-email-campaign","tag-email-list","tag-enterprise-level-businesses","tag-marketing-roi","tag-mobile-devices","tag-preference-center","tag-preference-collection","tag-preference-data","tag-preference-management","tag-privacy-settings","tag-social-media","topic-preference-management-platform"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\r\n<title>How Preference Management 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