The foundation of long-term customer relationships is built on a reciprocal value exchange or give-get. The more brands can understand what customers want, the more relevant and appealing they can be. Customers can pick and choose, both at the early on-boarding stages and then, progressively over time.
Often, customers unsubscribe from communication because contact, usually emails or phone calls, come too frequently, or the messages are irrelevant or poorly targeted. A well-designed preference centre can fix these issues and nurture a customer through to more respectful engagement. Albeit important, this is all quite basic preference centre functionality.
Not everyone will be happy to receive every piece of information or every contact a brand makes, yet customers still want to hear from the brand; so offering choice is key.
If a brand has a black-and-white approach with ‘yes or no’ to receive offers or, ‘yes or no’ to communicate marketing, it risks becoming impersonal and unappealing. Once that personal connection is lost, it’s hard to get it back.