BLOG 4 minutes 12/11/2019

Leverage your Preference Center to Drive Customer Loyalty

A preference center can be a brand’s most valuable asset. On the surface, a preference center seems simple. Users choose from a detailed menu of options based on their interests and data sharing requests across marketing channels. But there is more to this self-service experience than meets the eye.

A preference centers build loyalty and trust, and ultimately, a base of long-term customers.  Customer loyalty is important since repeat buyers spend more money than new ones. When implemented correctly a preference center accelerates engagement and retention by giving customers control over consent, messaging, and a relationship with the brand.

Consent Comes First

Consent is the foundation of transparent preference management. In order to create this transparency a brand should start with clear and explicit opt-out option in the preference center. This is mandatory according to the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act mandates its own “Do Not Sell” link be accounted for in privacy policies and preference centers.

Prioritizing consent is critical for earning the trust of today’s consumers. They’re more aware than ever of what data can be collected about them and more keen to support companies that are protective of that data. 

Users naturally want to spend money with companies who put them in control of their data security and sharing.

Collecting consent from users includes organizing the data on the backend. To do this you should keep detailed records including who, when, what they were told, and how they provided consent.

Improve Your Preference Center with Self-Personalized Messaging

While today’s consumers are more protective of their data than ever, they also crave personalized and targeted messaging like never before. That’s where a preference center is a true game-changer.

Instead of offering just a global unsubscribe link via emails, apps, and web properties, you can provide a specific breakdown of opt-in settings. This includes:

  • Channels – Let users choose the method through which they’d like to receive communication: Email, SMS, magazine, in-browser notifications.
  • Frequency – Avoid communication fatigue by giving users the power to choose how often they receive communications.
  • Interests – From the subject matter areas you cover with you content, allow users to choose which they’re interested in hearing from your brand about.

Once you have this information, act on it with accuracy and efficiency. 

Customers will be loyal to companies who deliver asked-for messaging at the time, place, and frequency they’ve asked for it.

There’s an added bonus for brands, too: It presents an advantage about how to tailor offers to meet customer pain points. Companies often allocate a lot of time and money trying to understand their customers, and preference centers can give you these details with a lot less foot work.

A word to the wise: Don’t collect information you won’t use. This does the opposite of building loyalty but deteriorates brand trust instead. 

Brands as Partners

People buy from people, right? The goal of every company is to create customers who see the company not as a business, but as a group of humans who care about them.

A preference center gives users the power to have a say in the customer-brand relationship, turning what’s traditionally been a one-way conversation into a working give-and-take. 

Your customer feels like they’re more than just a wallet you’re trying to get money from. 

The very fact that a brand offers a preference center signals to customers it cares about their opinions. And if a brand is invested in understanding and honoring customer preferences, the customer will be more inclined to reciprocate. 

Conclusion: Preference Centers Increase Loyalty

Pushing brand messaging down customers’ throats isn’t what drives loyalty. Reaching them in a way that speaks to them is. A preference center makes it easier for brands to do just that.

Not only does it prevent users from cutting off all contact with an unsubscribe or uninstall, it actually drives users the other way. When a brand leverages a preference center they are able to generate stronger engagement, retention, and monetization. 

Wondering how to get started with Preference Management? Join SiriusDecisions and OneTrust PreferenceChoice for a webinar Crawl, Walk, Run: The Stages to Leveraging Consumer Preferences. Learn more and register here


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