As large marketing technology companies merge and acquire other applications into their product mix, there’s often a gap in the ability for the customer to set communication preferences. If you want email, you go to one site, if you want mobile alerts, another… if it’s SMS still another. According to Forrester, 77% of consumers want to be able to decide how businesses should be able to contact them.
For the first time, Responsys is offering marketers the ability to easily collect and manage preferences across both digital and physical touch points, while mitigating the risk of costly fines and lawsuits, all within one technology platform.
In the last few years, major brands with great reputations have been hit with lawsuits seeking tens of millions of dollars for marketing to customers without permission. These costly mistakes happen because marketers don’t have the right technology to unify and proactively manage customers’ preferences and permissions across every point of interaction, from an email to a mobile app to the point of sale. Responsys Interact Preference enables marketers to collect this data the right way, then apply it in combination with other profile data, such as purchase history and demographics, to deliver messages that are not only highly individualized, but also welcome. Steve Krause, Senior Vice President of Product Management at Responsys
Responsys Interact Preference allows marketers to
- Develop a unified view of preferences and permissions across every channel – Most companies have multiple sources of customer preference data stored across a variety of databases.
- Collect preferences wherever consumers are – whether they’re shopping in a store, engaging with a brand on Facebook, or browsing a mobile site, consumers can easily and effectively share how they’d like brands to communicate with them.
- Reduce compliance risk – Responsys Interact Preference warrants the accuracy of customer permissions and stores that information in a central, auditable repository, acting as a single source of truth for customer preferences.
In concert with the rich behavioral, demographic and social data Responsys already exposes to marketers, Responsys Interact Preference completes the customer profile – enhancing insight into consumers’ authentic identities and empowering marketers to build deep, lasting and profitable relationships with their customers.
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